摘要
质量信号传递对于降低信息不对称及促进产品销售具有重要价值,同时质量信号需要投入成本,因此企业如何选择最优的质量信号是其重要的经营管理决策。通过大样本调查数据,对企业质量信号的选择进行实证研究发现:整体上品牌是最受企业偏好的质量信号,口碑其次,选择认证的比重最低,表明我国第三方的质量信号提供能力明显滞后。由于承担"信号成本"的能力有差异,大中企业主要选择品牌,而小企业则选择口碑作为其产品质量信号。搜寻品性质突出的行业更倾向于选择品牌为产品的质量信号,经验品性质的行业则更倾向于选择口碑。据此,文章的建议是:加快我国第三方认证市场的培育,形成有效的质量认证信号;小企业应建立以口碑为核心、"小而美"的信号传递策略;着力改善企业品牌能力,优化品牌结构,提升产品的市场价值。
Quality signal transmission is of great value for reducing information asymmetry and promoting product sales,andis also a cost for enterprises. Therefore,how to choose a best quality signal is what enterprises should focus on when makingbusiness decisions. Through an empirical study on quality signal selection based on a large samples of business survey,it isfound that in general,brand is enterprises＇ favorite quality signal,word-of-mouth ranks the second,and the lowest proportion chooses certification,which indicates that a third party＇s capacity to provide quality signal is obviously lagging behind.Due to enterprises＇ capability differences in affording＂signal cost＂,large and medium-sized enterprises mainly take brandas the quality signal,while small businesses tend to choose word-of-mouth. Industries featuring search goods tend to choosebrand,and industries featuring experience goods prefer word-of-mouth. Accordingly,suggestions are proposed as follows：The government should boost the market for third-party certification to develop effective quality signal of certification;Smallbusinesses should formulate signaling strategies centered on word-of-mouth with the idea‘small is beautiful＇behind them;Efforts should be made to enhance brand strength,optimize brand structure and increase market value of brands.
出处
《华东经济管理》
CSSCI
北大核心
2016年第11期9-16,共8页
East China Economic Management
基金
教育部哲学社会科学研究重大课题攻关项目(15JZD023)
国家科技支撑计划课题(2015BAH27F01)
科技部公益性科研专项(201310202)
关键词
质量信号
品牌
口碑
认证
比较分析
quality signal
brand
word-of-mouth
certification
comparative analysis
