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应用结构方程模型及多元回归分析的营销系统研究

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应用结构方程模型及多元回归分析的营销系统研究
Marketing System Analysis Based on Structural Equation and Multiple Regression
投稿时间：2018-11-23
DOI：10.15918/j.tbit1001-0645.2018.481
中文关键词:B2B营销系统信息传播品牌资产品牌财务绩效信息渠道
English Keywords:B2B marketing systeminformation disseminationbrand equitybrand financial performanceinformation channel
基金项目:
作者单位
伍煦上海交通大学 安泰经济与管理学院, 上海 200230
伍青生上海交通大学 安泰经济与管理学院, 上海 200230
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中文摘要:
为研究产业市场中内容营销信息传播在品牌资产创造价值过程中的作用，对内容营销信息进行了有效解构：在B2C市场驱动型营销策略中的功能型和情感型信息的基础上，针对B2B市场推动型营销策略发现了先驱型信息的存在.同时将品牌资产视为B2B内容营销信息传播影响品牌绩效的关键因素，最终构建了"B2B内容营销信息传播–品牌资产–品牌绩效"的营销系统.基于325家供应商的调研数据，采用结构方程模型和多元回归分析对研究假设进行检验.研究结果表明：三类信息传播对建立强势品牌资产均有正向影响；而品牌资产显著正向影响品牌财务绩效；三类信息传播对品牌财务绩效有正向影响，而公开信息渠道增加强化情感型信息和先驱型信息对品牌财务绩效的影响.
English Summary:
In order to study the role of content marketing information dissemination in the process of brand equity's creating value in the industrial market,the content marketing information was effectively deconstructed:based on functional and emotional information in the B2C market-driven marketing strategy, the existence of unique pioneering information in B2B market-driven marketing strategy was discovered. Moreover, brand equity was regarded as a key factor in the impact of B2B content marketing information dissemination on brand performance and finally a marketing system of "B2B content marketing information dissemination-brand equity-brand performance" was constructed. The research empirically analyzed data from 325 suppliers and concluded that three types of information dissemination have positive impact on the establishment of strong brand equity, brand equity has positive impact on brand financial performance, and three types of information dissemination have positive impact on brand financial performance, while public information channels significantly strengthen the positive effect of emotional and pioneering information on brand financial performance.
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