信息时代下,市场竞争环境的快速变化给企业的品牌管理带来了前所未有的 挑战。对于多数企业而言,产品创新、品牌重塑已经成为企业保持长久竞争优势, 实现持续增长的关键环节。然而,关于品牌重塑具体由哪些相互串联的要素构成, 彼此间存在何种关联机制,在理论和实务界都缺乏有效回答。本文在文献回顾和 分析的基础上,将品牌定位演化、整合营销传播,以及品牌延伸纳入到一个联动 框架之中,提出了品牌营销演化的机理模型。本文选择以有道和六神作为双案例 研究的对象,运用规范的案例研究方法和 Nvivo 13 质性分析软件,对品牌联动转 型的过程模型进行了系统和扎实的研究,并得出了一系列结论:(1)品牌营销演 化会经历 3 个层面、12 个方面的环节:品牌延伸层面,包括分析内外部环境、分 析新消费者特征、分析母品牌特征、分析延伸品特征、分析营销支持能力,以及 制定品牌延伸策略;品牌重定位层面,包括列出目标顾客关注点、确定品牌差异 化点以及更新品牌定位;整合营销传播策略调整层面,包括分析传播情境、调整 传播目标以及调整传播内容与工具;(2)这 12 个环节在演化过程中具有不同的 重要程度:品牌成功联动转型的核心环节为调整传播的内容与工具、列出目标顾 客关注点、分析新消费者特征以及制定品牌延伸策略;次核心环节为调整传播目 标、分析内外部环境、分析传播情境及更新品牌定位;边缘环节则为分析营销支 持能力、分析母品牌特征、分析延伸品特征以及确定品牌差异化点;(3)各环节 要素之前存在着关联性,这种关联性不仅是层面内的,而且可以是层面间的;(4) 线下与线上品牌的品牌演化机理存在差异,前者是品牌导向的,品牌演化多源于 竞争压力下的被动调整,品牌延伸从属于定位调整;后者是产品导向的,品牌演 化多源于新市场吸引力下的主动扩张,品牌延伸优先于定位调整。在此基础上, 本文进一步修正了品牌营销演化的机理模型,并为其他企业的品牌定位演化及整 合营销传播提供了参考建议。

The rapid changes in the market competition environment have brought unprecedented pressure on the brand management. For most companies, product innovation and brand upgrade have become the key elements to maintain competitive advantage. On the basis of literature review and analysis, this paper creatively integrates brand extension, positioning evolution and integrated marketing communication into a one framework, and proposes a process model of successful brand transformation. Taking Youdao and Liushen as the object of case study, the paper uses the standardized case study method and Nvivo 13 qualitative analysis software to systematically explore the process model of brand evolution,several conclusions come after the analysis : (1) The evolution of the brand will go through three levels and 12 aspects process: the brand extension level,including analyzing market attractiveness,the characteristics of new consumer, parent brand,extension products,analyzing the marketing support ability,as well as developing brand extension strategies;brand rebranding level, including listing target customer demand points,identifying brand differentiation points, and updating brand position; integrating marketing communication strategy leve, including analyzing communication scenarios,adjusting communication goals,and finally adjusting communication content and tool. (2) These 12 aspects in the process of transformation have different importance levels,which could be classified as core aspects, secondly important aspects as well as the least important aspects. (3) There are correlations before the elements of each step. This kind of relevance is not only within the level, but also between the levels. (4)The brand evolution mechanism dffers between offline and online brands. For offline brands, the purpose of evlution is more from passive adjustment under competitive pressure, and brand extension is subordinate to positioning evolution. While for the online brands, the findings are opposite. Based on that, the paper futher adjusts the brand evolution mechanism model, then offers suggestions for brand positioning evolvement and integrated marketing communication of other companies.