感知契合度对老字号品牌延伸产品接受意愿的影响机制研究

Research on the Influence Mechanism of Perceived Fit on the Willingness to Receive Extended Products of Long-Established Brands

摘要: 在竞争激烈的市场环境和日益数字化的趋势下，很多老字号品牌开始衰落，因此为了应对激烈的市场竞争，宴春也在积极筹备拓展预制菜新业务。本研究选择百年老字号品牌宴春作为研究对象。文章通过问卷调查法，总结并了解他们对延伸业务“预制菜”与原有业务的契合性，构建感知契合性通过延伸产品评价影响消费者接受意愿的理论模型，探究感知契合度对老字号品牌延伸产品接受意愿的影响机制。本文章最终成功验证其理论模型并对宴春提出以下建议：1) 加快品牌年轻化与现代化建设。2) 拓展销售市场，加强顾客群体年轻化、结构化建设。3) 加强品牌传承，筑牢品牌真实性。4) 加强品牌统一管理，打造品牌新形象。

Abstract: Under the fiercely competitive market environment and the trend of increasing digitalisation, many long-established brands have begun to decline. Therefore, in order to cope with the fierce market competition, Yanchun is also actively preparing to expand the new business of pre-cooked dishes. This study selects Yanchun, a century-old brand, as the research object. Through the questionnaire survey method, the article summarises and understands their fit between the extended business “pre-cooked dishes” and the original business, builds a theoretical model of perceived fit that affects consumers’ willingness to receive through extended product evaluation, and explores the mechanism of the impact of perceived fit on the willingness to accept extended products of long-established brands. This article finally successfully verified its theoretical model and put forward the following suggestions for Yanchun: 1) Accelerate brand rejuvenation and modernisation. 2) Expand the sales market and strengthen the rejuvenation and structure of customer groups. 3) Strengthen brand inheritance and strengthen brand authenticity. 4) Strengthen the unified management of the brand and create a new image of the brand.