中文摘要：
本文以环意国际旅行社为研究对象,采用结构化、实用化、情景化(SPS)案例研究方法,来探究企业在B2B模式下向C扩展时,如何来引发终端客户的品牌共鸣。该问题的解决分成两个子问题来展开:一是B2B2C模式下基于文化融合与创新的新产品品牌文化表述的形成过程;二是新产品品牌文化表述引发终端客户共鸣的过程。对于第一个子问题,新产品品牌文化表述形成的过程,是通过借鉴道家阴阳思想,打开了企业在B2B模式下向C扩展时构建新产品品牌文化表述的“黑箱”。结果发现,企业可以通过文化融合(用“阳”表示)和文化创新(用“阴”表示)来进行新产品品牌文化表述的构建:文化融合的逻辑是“求同”,通过进入新目标市场、受压于新市场产品文化、融合新市场产品文化和运用新市场产品文化四个步骤来完成;而文化创新的逻辑是“存异”,通过识别主流文化、挖掘新意识形态机遇、采集并改编原始素材和提出与主流文化不同的观念四个步骤来完成。文化融合和文化创新之间的作用方式是对立、互根、消长、转化。最后,形成新产品品牌文化表述的三部分,即意识形态、神话、文化密码。具体内容分别是“与众不同、唯一性、引领潮流”体现意识形态、“灵感激发、人生启迪、走心体验”体现神话、“斗兽场、大卫雕像等文化遗产和世界名牌”体现文化密码。对于第二个子问题,终端客户对新产品品牌共鸣的过程是以新产品的文化表述作为企业与客户之间联系的媒介,来引发终端客户共鸣的。共鸣过程的起点是客户与品牌的接触点,终点是客户与品牌的共鸣。客户对新产品品牌的共鸣是一个双向的过程,是由自下而上(由客户到企业,用路径a表示)和自上而下(由企业到客户,用路径b表示)两条路径来完成的,每条路径的驱动称为市场机制,障碍称为门槛机制。路径a是从客户的视角,探究共鸣产生的机制。它的市场机制是需求,把自我定义需求分为客户自我连续、自我提升、自我区别,门槛机制是内化,即需要客户投入;路径b是从企业的视角,探究共鸣产生的机制。它的市场机制是供给,这种供给是通过新产品品牌的文化表述这个媒介来传递给客户,使客户对该品牌的身份感知为:身份相似性、身份权威性、身份独特性,门槛机制是外显,即需要企业投入。本研究结果一方面希望能弥补企业在B2B模式下向C扩展时文化融合和文化创新理论的不足,另一方面希望给出此背景下两个理论的阴阳属性、作用方式以及作用结果,同时也希望能弥补在品牌引发客户共鸣方面的理论不足,有较强的理论与实践意义。
英文摘要：
This paper takes HUANYI International Travel Agency as case study object,using a Structed-Practical-Situational(SPS)case study approach,to explore the company extend to C in the B2 B mode,how to trigger the end customers' brand resonance.The solution of the problem is divided into two sub problems,The first problem is the formation process of brand culture expression of new product based on cultural integration and innovation in B2B2 C mode;The second problem is the process of new product brand culture expression lead to customer's resonance.For the first sub-problem,the formation process of new product brand culture expression,which through drawing lessons from the Taoist Yin-Yang thinking,opening the“black box”of new product brand cultural expression forming process when B2 B firm face new market of customers.find that through cultural integration(named it as Yang),traditional B2 B local travel agency can achieve the market culture transformation from the domestic tour wholesaler to the terminal tourists;through cultural innovation(named it as Yin),they also achieved the customers perceived value transition from universality to uniqueness,which constructed a mutual rooting of Yin-Yang relation,between them of Yin in Yang,Yang in Yin,they attached to each other and mutual transformation rising spiral.The logic of cultural integration is "seeking common" which can be done four steps as “ enter the new target market ”,“compressed by the new market product culture”,“new market cultural integration” and“new market product culture application”.While the logic of cultural innovation is "retain difference" which can be done another four steps as “identification of the mainstream culture”,“identify new opportunities ideology”,“acquisition and adaptation of source material” and“ raising different ideas from the dominant culture ”.The method of interaction between cultural integration and cultural innovation is unity of opposites,interdependence,growth and decline,conversion/ transformation.Finally,Shaped the three part of new product's culturalexpression which is composed of ideology,myth and cultural code.ideology is “Distinctive,Unique,Leading the trend ”;myth is “Inspiration stimulation,Life enlightenment,Go heart experience”;cultural code is “Rome Coliseum,Statue of David such cultural heritages and world famous brand”.For the second sub-problem,the process of the end customers' new product brand resonance regards the cultural expression of the new product as the medium between the enterprise and the customer.The starting point of the resonance process is the contact point between the customers and the brand,the end point is customers' brand resonance.Customers' brand resonance is a two-way process,which is composed by two paths that is a top-down process(from company to customers,with the path a)and is a bottom-up process(from customers to company,with the path b),in which drives called market mechanism,barriers called threshold mechanism.The path a is from the customers' perspective to explore the mechanism of resonance,its market mechanism is needs,the customers' needs is divided into self-continuous,self-promotion,self-unique,the threshold mechanism is internalization,which required customers' involvement.The path b is from the company's perspective to explore the mechanism of resonance,its market mechanism is supply,this kind of supply is passed to the customers through the cultural expression of the new product brand,so that the customers' perception of the identity of the brand is as follows: identity-similarity,identity-prestige,identity-distinctiveness.the threshold mechanism is explicit,which required company's involvement.On the one hand,the result of this study hopes to make up the lack of cultural integration and cultural innovation theory when company in the B2 B mode,which extend to C.On the other hand this paper hopes to give the two attributes of Yin and Yang,action and effect of the theory in the background.At the same time,It also hopes to make up for the lack of theories in the customer brand resonance,that has strong theoretical and practical significance.
