Research On Formation Mechanism Of Corporate Brand Value

Brand is a magic weapon for enterprises to participate in international competition,empowering enterprises through brand has become a national strategy in the new era.The rapid development of China’s economy and society has won wide acclaim from the international community,but Chinese companies generally have the problem of “big but not strong”,which is incompatible with China’s long history and great power influence.The bottleneck of Chinese corporate brand is highlighted.In recent years,brand theory research has achieved fruitful results on the whole and there are also some weak links,among which "formation mechanism of corporate brand value" is a research topic that needs to be strengthened.This dissertation systematically research on the formation mechanism of corporate brand value from the theoretical research and brand practice needs,it has a profound research background and a certain theoretical frontier as well as practical significance.This dissertation discusses the background,purpose and significance of the research on corporate brand value formation mechanism;defines the relevant core concepts and systematically combs the existing literature research results in this field;through grounded research,typical case study,theoretical research and empirical research,this dissertation finds and verifies the corporate brand value creation mechanism,derivation mechanism,appreciation mechanism and moderation mechanism;puts forward some strategies and suggestions for corporate brand value formation.The main contents of this dissertation are as follows: Research on related theories of corporate brand value formation;Corporate brand value formation process analysis;BPCI theoretical research on corporate brand value formation;Empirical research on the formation mechanism of corporate brand value;Suggestions on corporate brand value formation.Research on related theories of corporate brand value formation including definition of core concepts,overall context and trends of relevant research,existing research results of corporate brand value formation mechanism and empirical research results of corporate brand value.Corporate brand value formation process analysis including analysis of corporate brand value formation process based on grounded research,typical case study of corporate brand value formation.BPCI theoretical research on corporate brand value formation including research on corporate brand value creation mechanism based on corporate brand,research on corporate brand value derivation mechanism based on corporate brand positioning,research on corporate brand value appreciation mechanism based on corporate brand communication,research on corporate brand value moderation mechanism based on corporate brand innovation.Empirical research on the formation mechanism of corporate brand value including research design,forecasting questionnaire,formal questionnaire analysis and hypotheses test,empirical research conclusions and implications.The main conclusions of this dissertation are as follows: Research on related theories of corporate brand value formation finds that existing research results of corporate brand value formation mechanism are particularly limited,they are rich in model description but lack of empirical research,empirical research results of corporate brand value have some problems such as defects in the quantization methods and large differences in the quantitative results.Corporate brand value formation process analysis finds that initial sampling of grounded research is reasonable and the grounded model has reached theoretical saturation;there are differences and commonalities in different corporates brand value formation;corporate brand value formation is a systematic process which including corporate brand value creation,derivation,appreciation and moderation.BPCI theoretical research on corporate brand value formation finds that corporate brand has a direct effect on corporate brand value formation;corporate brand positioning as well as corporate brand communication has a mediating effect on corporate brand value formation;corporate brand innovation has a positive moderating effect on corporate brand value formation.Empirical research on the formation mechanism of corporate brand value finds that: corporate brand has a positive effect on corporate brand value formation;corporate brand positioning,category features,positioning point,positioning term,corporate brand communication,corporate brand communication content,corporate brand communication object,corporate brand communication range and corporate brand communication pattern have mediating effects on corporate brand value formation;corporate brand innovation has a positive moderating effect on corporate brand value formation.This dissertation systematically researches,finds and verifies the formation mechanism of corporate brand value including corporate brand value creation mechanism,derivation mechanism,appreciation mechanism and moderation mechanism,it’s a theoretical innovation of the research on corporate brand value formation.This dissertation constructs corporate brand value formation BPCI model,corporate brand positioning model based on brand economics,corporate brand communication Bass model and corporate brand quantitative model in which corporate brand innovation is a moderator,it’s a model innovation of the research on corporate brand value formation.In addition,this dissertation uses brand economics in corporate brand positioning,it’s a development and innovation of brand economics.