Brand Value Chain Governance of Chinese Wooden Furniture:Analysis Based on Empirical Survey
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摘要: 研究中国木质家具价值链的治理结构便于在操作层面为家具品牌价值链升级与演进提供理论支持。文中分析了中国木质家具品牌价值链的系统构造和演进路径; 对木质家具消费者进行品牌感知调查, 通过探索性因子分析和验证性因子分析发现木质家具品牌价值链治理的问题。研究结果表明, 我国木质家具产业整体还处于价值链的低端位置, 未能突破跨国企业的"技术封锁"和"低端锁定"。建议以品牌质量管理和品牌关系管理为基础, 引导家具产业集群的网络互动, 提升产业研发能力。Abstract: The research on governance structure of Chinese wooden furniture brand value chain contributes to providing a theoretical support for upgrading and evolvment of brand value chain in practice.First of all, the paper analyzed the system structure and evolution path of Chinese wooden furniture brand value chain, and conducted the survey of wooden furniture brand perception among consumers.Through factor analysis and confirmatory factor analysis, the problems arising in brand value chain governance were found.It was concluded that wooden furniture industry is overall at the low-end position of value chain, and failed to break the technology blockade"and "low-end lock" by multinational enterprise.The brand quality management and brand relationship management must be carried out as the foundation, to promote cluster network interaction of furniture industry and upgrade the R & D capacity of furniture industry.
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Key words:
- China /
- wooden furniture /
- value chain /
- brand perception /
- factor analysis
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表 1 探索性因子分析结果
表 2 判别效度检验
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