中国假冒商品对于奢侈品品牌形象的影响.doc

Effects of counterfeiting on the image of luxury brands in China中国假冒商品对于奢侈品品牌形象的影响【作者简介】Kathrin Hamm【研究背景】About four decades ago, the first cases of professional brand counterfeiting emerged. 大约40年前,第一个专业品牌的造假案件出现。At that time, only a few manufacturers of very high-priced and prestigious products like textile, jeweler and accessories were effected and it was assumed that this phenomenon would be of minor significance. 当时，假冒商品只对少数价格高、声望高的产品制造商产生一定影响，如纺织品、珠宝饰品，因此这一现象并未受到重视。Since then, however, counterfeiting has penetrated into the far-most corners of the world and evolved to a huge industry and has become a serious and persisting economic problem globally. 然而从那时起，假冒商品已经渗透到世界的每个角落，形成一个庞大的产业，已成为一个严重的全球经济问题。Since 1998, Chinese counterfeited products account for the largest percentage of all counterfeits. 自1998年以来，中国的假冒商品数量占全世界最大比例。German customs have confiscated counterfeited goods worth 1.1 billions in 2006, 60 percent of them came from China. 2006年，德国海关没收了价值11亿欧元的假冒商品，其中60%来自中国。【研究目的】The goal of this study was to provide answers if the presence of counterfeits leads to a change in the brand image of luxury brands in Chinese consumers minds. 本研究的目的是解析在中国消费者心中，假冒商品对于奢侈品品牌形象的影响。Especially in China where counterfeits are very integrated in the urban setting compared to the genuine products, this study wants to evaluated to what extent counterfeits devalue brand image of luxury brands. Do effects exist at all? 特别是在中国，假冒商品比正品更快进入城市的消费市场。本研究想要评估假冒商品造成奢侈品品牌形象贬值的变化程度和具体影响。The empirically evaluate results aim to provide practical implications for luxury manufacturers in China.实证检验结果的评价目标是为在奢侈品的中国制造商提供实践管理启示。【奢侈品理论】Luxury TheoryLuxury literature review has shown that in order to measure the postulated effects of counterfeits on luxury brand images, the essential parts of the construct of brand evaluation have to be examined. 奢侈品研究的文献表明，为了测量售假奢侈品品牌形象的假定影响，最关键的部分是构建品牌评价体系进行检验。Based on the widespread literature on brands, the following components have been depicted to form a viable picture of brand measurement regarding the luxury segment and its specialties: perception and attitude.基于大量的品牌研究文献，感知与态度可以作为对于奢侈品市场细分及其产品特点的品牌测量的组成部分。The luxury construct developed by Vigneron and Johnson1 was used to measure the perceived amount of luxury in a specific product or brand. Vigneron和Johnson提出的奢侈品创建与发展理论，可以用来测量某一特定的奢侈品产品或品牌的感知数量。The measuring scale is prevailing in literature on luxury. 测量量表一般是对于奢侈品的文字描述。Based on previous research in the area of prestige brands, the authors distinguished five different kinds of perceived value attributes: 根据以往在奢侈品牌领域的研究，Vigneron和Johnson提出五种认知价值属性：Conspicuousness (symbolic consumption)炫耀价值（符号性消费）Uniqueness (singularity as a sign of limitation and exclusivity)独特价值（限量性和排他性标志）Quality (perfection in functionality and design)品质价值（功能和设计的完美）Hedonism (satisfaction of indulgences and pleasure) 享乐价值（偏好和快乐的满足）Self extension (possession as expression of ones own status)自我延伸价值(社会地位的外在表现)When referring to counterfeits, it is generally assumed that copied products not only ruin the special status aspect of the original but also contribute to a severe loss in exclusivity and uniqueness due to the availability of lower priced counterfeits.当提到假冒伪劣商品，人们通常认为仿品不仅破坏了正品原来的特殊地位,并且由于其较低的价格也造成了正品排他性和独特性的严重属性缺失。Furthermore, it was essential to assess the overall brand attitude by developing a Likert scale based on the ABC model of attitudes: affect, behavior and cognition. 此外，基于ABC态度模型（感情affect、行为behavior、认知cognition）的李克特量表是对于整体品牌态度的重要评估。The knowledge on the inferior quality and functionality of a copy version as well as the perception of illegality pays into the same account as the change in behavior towards a brand which is threatened by a large amount of counterfeits available for less.大量质量低劣的仿品出现是对品牌的最大威胁。Theory on Perceptions of Luxury in Chinese Culture中国文化中的奢侈品观念理论 The social behavioral patterns guanxi, liwu, reciprocity, mianzi and collectivism provide explanations for luxury consumption as well as counterfeit purchasing. 社会行为模式中“关系”“礼物”“礼尚往来”“面子”“集体主义”解释了奢侈品消费以及假货购买现象的发生。中国文化里会促进奢侈品消费的行为模式Guanxi favors the luxury market through its influence on Chinese consumers decision-making in favor of buying luxury goods in terms of social networking through favors or gifts to advance interests. 从人们需要通过礼物或恩惠来进行社交的角度来讲，“关系”有利于奢侈品市场通过对中国消费者购买奢侈品的决策产生影响而获取利益。Hence, it turns out to be strongly correlated to the concept o liwu where gifts function as signs for gratification or tools for social networking and thus contribute to luxury consumption. “关系”与“礼物”的概念密切相关，礼物的功能是为了满足或成为社交的工具，因此有助于促进奢侈品消费。The concept of reciprocity ads to the gift exchange since the favor of a gift should be returned by an even bigger gift, which enhances luxury consumption. “礼尚往来”的观念增加了礼物的互换，因为接受礼物后就应当以更大的礼物加以回报，这就促进了奢侈品的消费。Chinese live in a collectivist society, and one of the consequences is the importance of face and the desire to belong to the in-group.” 中国人讲究集体主义，集体主义对人们产生的影响就是注重面子并且渴望在一个群体中的找到归属感。Exactly the interdependence between face and the collectivist “in-group” value offers the luxury researchers the explanatory model as to how the collectivist group consciousness can effect on luxury consumption, whereby face is referred to mianzi or the importance of perceptions by others.正是脸面和群体内部的相互依存关系为奢侈品研究者提供了关于群体意识如何影响奢侈品消费的解释模型，据此脸面被称为面子或者是注重别人看法。中国文化里会影响假冒商品消费的因素In the context of counterfeiting the collectivistic desire to belong to a certain in-group as well as the enhancement of perceived status in the viewpoint of mianzi present reasons for growing counterfeit purchases and is described in the following premise. 在假冒商品存在的情况下，想要融入某一特定社会群体的欲望和提高社会地位的认可，都成为了增加购买假冒商品的原因。 Another variable which influences counterfeit purchase constitutes perceived risk to be discovered and punished. 另一个影响购买假冒商品的变量是由被发现和被处罚这两部分风险认知组成。This applies to the area of penalty but also to the social domain. Especially within Asian cultures perceived risk was found to be the main driver to distance oneself from counterfeit purchase, largely because of a potential loss of face in their in-groups特别是在亚洲文化中，被发现使用假货后，在社会群体中存在丢脸“没面子”的潜在风险，因而风险认知主要是使个人减少购买假冒商品的原因。 【实验分析】In this context the grading system that segregates counterfeits into different quality levels, especially the lowest category C increases the fear to get caught. 假冒商品分为不同的质量等级，最差的是C货，最容易被人发现是仿品。The presented theories above have formed the following Hypotheses the study draws to:根据上述提出的理论可得出以下假设： H1: 假设1“The existence of Category C counterfeits reduces the perceived amount of luxury of a brand to a higher extent than the existence of Category A counterfeits that the customer is exposed to.”C货比A货在更大程度上降低了消费者对于原奢侈品牌的认知价值。H2: 假设2“The brand attitude towards a luxury brand will be worse when there are Category C counterfeits of those brands than Category A counterfeits that the customer is exposed to.”C货比A货使消费者对于原奢侈品牌的态度变得更坏。Empirical Results【实验结果】The experiment had a sample size of 180 probands, which have been split equally into sixsubgroups (30 Louis Vuiton genuine, 30 Louis Vuitton Cat A, 30 Louis Vuitton Cat C, 30Chanel genuine, 30 Chanel Cat A, 30 Chanel Cat C). The majority of the participants werefemale (58 percent) in comparison to males (42 percent). 实验抽取180个受访者，并把他们平均分成六组（30个LV正品、30个LVA货、 30个LV C货、 30个香奈儿正品、 30个香奈儿A货、 30个香奈儿C货），相比男性（42%），大部分参与者是女性（58%）。For both brands statistical findings of the One-Way ANOVA accept H1 as true, proving that a consumers exposure to Category C counterfeits reduces the perceived amount luxury of a product to a higher extent than exposure to Category A Counterfeits. 这两个品牌的单向方差分析的统计结果表明：假设1成立，C货比A货在更大程度上降低了消费者对于原奢侈品牌的认知价值。The exemplary illustration of Louis Vuitton below shows the significant decreases. The experiment results also have proven that consumers were unable to differentiate between the genuine products and Category A counterfeits. The same findings occurred for brand attitude. 用LV的实验数据可表明C货使消费者对于原奢侈品牌的认知价值和品牌态度显著下降。实验还证明了消费者不能辨别正品和A货的区别。The questionnaire was designed according to a 6-point Likert scale, where 1 marks the least agreement with the positive formulated item and 6 marks the highest. 本次调查问卷中的“品牌认知语义差异量表”是 建立在Vigneron和Johnson提出的品牌奢侈量表基础上，根据六维度李克特量表设计，其中1表示与积极的认知价值最接近，6表示最远离。A negative deviation, therefore, indicates a decrease in brand attitude towards a luxury brand. 前测与后测的偏差之和为品牌态度的变化，正偏差表示品牌态度的上升，负偏差表示品牌态度的下降。正品实验组The sum of all deviations across the genuine treatment group is positive. 所有正品抽样小组的前测和后测偏差之和为正。When confronted with an original Chanel bag, probands brand attitudes increased by +2,54. The same was true for the Louis Vuitton original treatment (+0,82). 接触香奈儿的正品包，受访者的品牌态度上升了+2.54，接触LV的正品包，受访者的品牌态度上升了+0.82。A货实验组Exposure to Cat A counterfeits of the Chanel brand produced a decrease of -2,16 and exposure to counterfeits of Louis Vuitton caused a decrease of -1,59. 接触香奈儿的A货包，受访者的品牌态度下降了-2.16，接触LV的A货包，受访者的品牌态度下降了-1.59。C货实验组The strongest decrease occurred after exposure to counterfeits in Category C (Chanel, -4,02; Louis Vuitton, - 2,82).最剧烈的下降发生C货抽样小组。接触香奈儿的C货包，受访者的品牌态度下降了-4.02，接触LV的C货包，受访者的品牌态度下降了-2.82。Because a higher decrease in brand attitude was observed after exposure to Cat C products for both brands than after exposure to products in Cat A, hypothesis H2 can be applied.实验数据表明：C货比A货在更大程度上降低了消费者对于原奢侈品牌的认知价值，假设1成立C货比A货会使消费者对于原奢侈品的品牌态度下降更多，假设2成立。Luxury Perception Semantic Differential Louis Vuitton Cat AThe second part of the experiment was designed to question the attitude of Chinese probands towards counterfeiting. 第二部分实验设计是为说明中国受访者对于假冒商品的态度。The 6-point Likert scale attributes the number 1 to “I absolutely agree” and the number 6 to “I 100 percent disagree”. 六维度李克特量表中，1表示“我完全同意”，6表示“我完全不同意”。Previous research discovered a positive attitude of the Chinese focus group towards software piracy. 之前有研究发现中国消费者对于盗版软件持有肯定态度。The result of this study draws the opposite conclusion with strong negative tendencies towards counterfeits (“I think counterfeiting is generally condemnable”, with mean value of 4,9; “I would buy counterfeits without reservation”, mean value 2,2). 针对假冒商品的本次研究结果得出了相反的结论，中国消费者对于奢侈品假冒商品持有否定态度。（“我认为假冒产品应该受到谴责”的观点平均值为4.9；“我会毫无疑问的购买假冒商品” 平均值为2.2）中国消费者对于假冒商品的态度I think counterfeiting is generally condemnableI would buy counterfeits without reservationpiracy damages the brand image of the original manufacturercounterfeits are an alternative for less earnersI would recommended counterfeits to my friendscounterfeits are the right answer to overpriced luxury products of the upper classI have bought at least one counterfeitcounterfeits have become socially acceptableChinese attitude towards CounterfeitingThe questionnaire finished with two open questions that gave the probands the possibility to express their own opinion about brands they feel are counterfeited the most and to what extent this influences their perception about those brands. 调查问卷中含有两个开放式问题，使受访者可以对于经常被假冒的奢侈品牌表达他们的看法，并且说明是如何影响他们对于这些品牌的认知和态度。The first question asks:(1) “Which brands are counterfeited the most, please give some examples.” 第一个问题：哪个品牌被假冒得最多，请举出一些例子。The second question asks:(2) “How does this influence your image about those brands?”第二个问题：假冒商品是如何影响这些品牌的品牌形象？Louis Vuitton was mentioned most frequently, which also must be interpreted in the context of this experiment.路易威登被提及得最频繁，这也必须在这个实验中加以阐释。Nevertheless, Gucci was mentioned in the second place, before Chanel. 第二位是Gucci（古奇），第三位是Chanel（香奈儿）。The fourth place is taken by Prada, the fifth place by Dolce& Gabbana. 第四位是Prada（普拉达），第五位是Dolce& Gabbana（D&G杜嘉班纳）。The second question asks how this influences the image of those brands. 第二个问题是问如何影响这些品牌的形象。Through a reduction process six main clusters could be identified:通过减少过程中的六个主要集群可以查明：Hardly any effect on the luxury brand (40 percent)对原奢侈品牌几乎没有任何影响（40%）Generate publicity for the luxury brand to a certain extent (22.5 percent)对原奢侈品牌一定的宣传作用（22.5%）Harm the brand image of the luxury brand (17.5 percent)损害原奢侈品牌的品牌形象（17.5%）Will influence future purchase intention (10.5 percent)影响未来的购买意向（10.5%）Still will purchase original luxury products (8.5 percent)未来仍然购买奢侈品的正品（8.5%）Shocked by the counterfeits (1 percent)对假冒商品感到震惊（1%）It can be concluded that both Hypothesis 1 and Hypothesis 2 hold true, proving that the exposure of counterfeits decreases luxury perception and brand attitude towards luxury brands and inferior quality even to a higher extent. 印证了假设1和假设2成立，假冒商品会降低对于原奢侈品牌的认知和态度，甚至对于品质价值的认知将变得更为低劣。This is also affirmed by the third part of the questionnaire where Chinese probands have shown a negative tendency towards counterfeiting. 通过调查问卷的第三部分也肯定了中国受访者对于假冒商品表现出反对倾向。Nevertheless, results have also proven that counterfeits have a high presence in the market which is affirmed by the high rate of actual counterfeit buyers.结果也证明，假冒商品具有较高的市场占有率，是由于其实际购买率高。Management Implications管理启示【启示1】This study has shown that manufacturers need to focus on the demand-side of counterfeits.Advertisement is thereby the right messenger.这项研究表明，制造商应该将关注重点放在假冒商品的需求方。广告是适合的信息传播工具。The study has shown that those determinants for luxury consumption are not the same for counterfeit consumption. 这项研究表明，奢侈品的正品消费与仿品消费的决定因素是不同的。Advertisement applications from social behavioral patterns社会行为模式的广告应用【正品消费】The results of this study have proven that Chinese consumers would not recommend counterfeits to their friends. 这项研究结果表明，中国消费者不会建议他们的朋友购买假冒商品。The same applies to gift-giving. 这同样适用于送礼问题，中国消费者也不会在送礼时选择假冒商品。The giving of a counterfeit as gift may result in the loss of face for the giver strongly correlated with gift-giving is the concept of guanxi, which describes social