B2B品牌形象线索的探索性研究——基于网络评论及访谈的内容分析

在企业间营销过程中，品牌的作用日趋明显。积极的品牌形象有助于在企业顾客心目中形成良好的印象，进而影响其购买意向。品牌形象线索是采购商感知供应商品牌属性的依据和途径。本文采用“网络民族志”的研究方法，就互联网上采购商对于供应商的评论进行内容分析，得到83条概念线索及21个范畴，最终归纳为7个核心类属：产品形象、服务形象、人员形象、使用者形象、网络形象、社会形象、企业形象。通过梳理7个类属之间的关系以及深度访谈，最终验证得出企业形象对于其他形象线索有统领作用。

An Exploratory Research on the Clues of B2B Brand Image-Based on Content Analysis of Web Reviews and Interviews

In the process of B2B marketing, the role of brands has become more evident. A positive brand image will help to form a good impression in the mind of buyers and thereby affect their purchase intentions. The clues of brand perception are some effective approaches for buyers to perceive the brand attributes of suppliers. In this study, Network Ethnography is used to make the content analysis of buyers' comments for the suppliers on the Internet, and extract 83 conceptual clues and 21 categories. Ultimately, seven core categories which are product image, service image, staff image, the user image, the network image, social image and corporate image are summarized. The paper reviews the relationship between the seven classes, and verifies that the corporate image can lead the other images through interviews in the final.