企业家学者项目（DBA）整合全球优质教育资源，打造极具前沿性和系统性课程，在框架模块、聚焦模块、专题研究+实践课堂这三大核心课程中，涵盖2大金融主题与4大微观主题，探索6大宏观方向，定制化行业专题，走访行业内领军企业。杨紫明同学在理论与实践的深度融合中，逐渐锤炼出应对新商业文明中不断涌现的新问题与新挑战的能力。他遵循“理解—判断—实践—引领”的DBA学习路径，在企业家学者项目中不断接受新商业文明的熏陶与考验，最终实现了思想的飞跃式“突围”，展现出卓越的商业洞察力和领导力。

本次论文答辩，来自长江商学院和新加坡管理大学（SMU）的教授们共同见证了杨紫明同学的学术成果。

Shantanu BHATTACHARYA

Professor of Operations Management, SMU

Rui ZHU

Professor of Marketing, CKGSB

Alan Megargel

Associate Professor of Information Systems (Practice), SMU

杨紫明 | 传统服装品牌年轻化策略研究

杨紫明同学答辩中

本研究关注传统服装企业品牌年轻化问题，重点关注品牌年轻化是否影响品牌偏好以及购买行为，以及如何有效实施品牌年轻化的品牌策略。在理论上，构建品牌年轻化衡量模型，并探讨品牌年轻化对品牌权益的影响，以及品牌年轻化、品牌偏好和品牌权益之间的关系；在实践上，本研究以卡宾服饰为例进行案例研究，剖析卡宾品牌年轻化策略的实施过程、影响因素和实施效果。

本研究主要采用了案例研究法和抽样调查法，质性研究和量化研究相结合。质性研究发现，卡宾服饰运用了变更品牌形象、品牌延伸、品牌共创等措施，其品牌年轻化实施过程还经历“提升-疫情期间下降-再提升”的过程，品牌年轻化实施效果在不同区域效果也存在很大差异，这说明品牌年轻化的过程是一个漫长和复杂的过程。在品牌年轻化策略拟定到实施过程中，企业需要仔细考虑策略实施的外生影响因素和内生影响因素，在此基础上明确企业的价值观和愿景，小心而又精准地选择实施策略，在消费者心中树立起年轻化品牌的形象，进而影响消费者认知，增强消费者品牌偏好，建立起良好的品牌-消费者关系。

在实证研究部分，首先，本研究构建了品牌年轻化概念模型。本研究重新构建了品牌年轻化的CRUSH衡量模型，并证实该衡量模型具有较好的信效度。本研究建立的品牌年轻化模型不仅解决了Berger和Behrer（2016）的CRUSH模型内部衡量维度存在混淆的问题，也将其他学者的研究进行了梳理，使之更能全面、架构合理。其次，对品牌年轻化对品牌偏好和购买行为的作用机制进行了实证检验。实证检验结果表明，品牌年轻化对品牌偏好和购买行为都存在积极的影响，品牌偏好的中介作用显著。在品牌年轻化的五个维度中，品牌的真实性、认同感和幸福感都对品牌偏好和购买行为有积极的促进作用。酷感和独特性这两个因素则呈现出消费者不同的接受程度，对消费者品牌偏好和购买行为的影响力存在差异。研究结果也证明，品牌年轻化确实是一个有效提升品牌权益的策略。

答辩现场

This paper discusses the brand rejuvenation of traditional apparel companies, focusing on whether brand rejuvenation affects brand preference and purchasing behavior, and how to effectively implement brand rejuvenation strategies. In theory, it constructs a brand rejuvenation measurement model and explores the impact of brand rejuvenation on brand equity, as well as the relationship between brand rejuvenation, brand preference and brand equity. In practice, this paper takes Cabbeen as an example to conduct a case study to analyze the implementation process, influencing factors and implementation effects of Cabbeen's brand rejuvenation strategy.

 Qualitative and quantitative research methods, specifically the case study and sample survey methods, were utilized. Qualitative research has found that Cabbeen has adopted measures such as changing brand image, brand extension, and brand co-creation. The implementation process of its brand rejuvenation also goes through a process of "improvement - decline during the pandemic - further improvement". The implementation effect of brand rejuvenation also varies greatly in different regions, indicating that the process of brand rejuvenation is a long and complex one. In the process of formulating and implementing a brand rejuvenation strategy, enterprises need to carefully consider the external and internal influencing factors. They need to clarify their values and vision, carefully and accurately choose the implementation strategy, establish the image of a rejuvenation brand in the minds of consumers, thereby influencing consumer cognition, enhancing consumer brand preferences, and establishing a good brand-consumer relationship.

杨紫明同学在DBA课堂上

In the empirical research section, this study constructs a brand rejuvenation concept model. This study redefines the CRUSH brand rejuvenation measurement model, which is confirmed having a good reliability and validity. The brand rejuvenation model established herein not only solves the problem of confusion in the internal measurement dimensions of the CRUSH model (Berger and Behrer (2016)), but also sorts out the research of other scholars, making it more comprehensive and structurally reasonable. Second, an empirical test is conducted on the mechanism by which brand rejuvenation affects brand preferences and purchasing behavior. The empirical test results indicate that brand rejuvenation has a positive impact on both brand preference and purchasing behavior, and the mediating effect of brand preference is significant. In the five dimensions of brand rejuvenation, authenticity, identity, and happiness all have a positive promoting effect on brand preferences and purchasing behavior. The two factors of coolness and uniqueness present different levels of acceptance by consumers, and their influence on brand preferences and purchasing behavior varies. The research results also prove that brand rejuvenation is indeed an effective strategy to enhance brand equity.

合影

论文答辩的圆满结束，对杨紫明同学而言并非终点，而是他作为终身学习者崭新征程的起点。未来，他将携带着对中西方管理学理论的深刻认知与独特思考，持续践行新商业文明的理念，以独到的洞见，不断为中国经济注入新的活力，引领行业迈向更加广阔的发展前景。