CAJ | 학술논문

文章旨在市场观察和透析已有文献关于休眠品牌激活对策的研究基础上,还原探索休眠品牌在消失后的品牌权益的线索遗留状态,并采用生物学的＂激活域＂的作用机理,以此构建休眠品牌的衍化机理到激活路径之间链接式的一体化应用模式,从根本上解决休眠品牌激活后的可持续研究,开拓企业品牌管理战略研究的新视角。通过实证研究提出针对不同消失时间的休眠品牌,在企业抉择激活后,对不同的消费者由于个体差异,采用的激活策略存在着一定的差异：对消失5年以内和消失10年以上的休眠品牌,忠实顾客采用老样式/老功能策略效果优于非忠实顾客,老样式/新功能策略、新样式/老功能策略在忠实顾客和非忠实顾客之间采用效果无显著差异;对消失5年至10年间的休眠品牌采用三种策略的效果,忠实顾客都优于非忠实顾客。但是,在性别方面,休眠品牌的三种激活策略无明显差异,效果相当。
문장지재시장관찰화투석이유문헌관우휴면품패격활대책적연구기출상,환원탐색휴면품패재소실후적품패권익적선색유류상태,병채용생물학적＂격활역＂적작용궤리,이차구건휴면품패적연화궤리도격활로경지간련접식적일체화응용모식,종근본상해결휴면품패격활후적가지속연구,개탁기업품패관리전략연구적신시각。통과실증연구제출침대불동소실시간적휴면품패,재기업결택격활후,대불동적소비자유우개체차이,채용적격활책략존재착일정적차이：대소실5년이내화소실10년이상적휴면품패,충실고객채용로양식/로공능책략효과우우비충실고객,로양식/신공능책략、신양식/로공능책략재충실고객화비충실고객지간채용효과무현저차이;대소실5년지10년간적휴면품패채용삼충책략적효과,충실고객도우우비충실고객。단시,재성별방면,휴면품패적삼충격활책략무명현차이,효과상당。
Based on market observation and in-depth analysis of reviving methods of dormant brands, this paper explores residual clues of brand equity through usage of cue theory of psychology. It extends the theory of evoked set in marketing and establishes a connection between derived mechanism of dormant brands and integrated application model. It fundamentally solves the sustainability of brand development after reviving and creating a new perspective of study on brand management strategy, which has a larger theoretical and practical significance. By empirical research methods, the paper confirms differences between loyal and disloyal customers are significant only as far as old style and old function as for dormant brands which disappeared five years or ten years ago. As for dormant brands which disappeared between five years and ten years ago, differences between loyal and disloyal customers are significant as for three strategies. But there is not significant difference as for female and male customers. It reaches conclusions that enterprise may adopt different strategies to revive dormant brands as for different customers.