电商化转型零售商的品牌权益提升机制与路径研究——基于双渠道品牌形象驱动的视角

网络零售强烈冲击下的国内传统零售业面临行业生存危机，电商化转型已经成为行业的必然发展趋势。文章通过界定电商化转型零售商及其品牌形象、品牌权益的概念，提出其“实体-网络”双渠道品牌形象结构的概念模型，并进一步构建其“双渠道品牌形象——品牌权益”驱动机制模型，以结构方程结合信度分析、效度分析等方法进行了实证分析。研究发现：电商化转型零售商的实体品牌形象各维度变量对网络品牌形象的对应维度变量都具有非常强的直接积极影响（即支撑效应），价值维度、价格维度、供应维度的支撑效应由强至弱；实体品牌形象各维度变量对品牌权益产生明显的总积极影响（即提升效应），价格维度、价值维度、供应维度的提升效应由强至弱，但供应维度无直接影响；网络性品牌形象各维度变量对品牌权益产生明显的直接积极影响（即提升效应），供应维度、价格维度、价值维度的提升效应由强至弱。

Research on The Promoting Mechanism and Path for The Brand Equity of The Retail Corporation in E-business Transition: Driven by The Double-channel Brand Image

In recent years, the Chinese tradional retailers have been greatly shocked by the online retail industry, thus transiting to the E-business operation has been the essential trend for them. This article defines the retail corporation in E-business transition, as well as its brand image and brand equity. Then the theoretical structure of the “offline-online” double-channel brand image is proposed, and based on it the model of the promoting mechanism of the retail corporation’ brand equity in E-business transition is constructed. This study finds:the offline brand has very significantly effect on the online brand image in the three dimensions of value, price and supply; each dimension of the offline brand image has obvious influence(promoting effect) on the brand equity; each dimension of the online brand image also has obvious influence(promoting effect) on the brand equity.