中国假冒商品对于奢侈品品牌形象的影响

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 Theory

Luxury 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 one’s 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。