本文選題：中華老字號(hào) + 品牌資產(chǎn)��； 參考：《華東理工大學(xué)》2014年碩士論文

【摘要】：中華老字號(hào)是指歷史悠久、擁有世代傳承的產(chǎn)品、技藝或服務(wù)。其往往歷經(jīng)數(shù)十年乃至上百年的歷史,有鮮明的中華名族傳統(tǒng)文化背景和文化底蘊(yùn),取得社會(huì)廣泛認(rèn)同,一直以來獲得大眾的認(rèn)可和信賴。然而經(jīng)歷了建國初期的對(duì)私改造,文革動(dòng)亂的掃四舊,以及市場(chǎng)經(jīng)濟(jì)的優(yōu)勝劣汰后,讓曾經(jīng)享譽(yù)海內(nèi)外的老字號(hào)大傷元?dú)?導(dǎo)致曾經(jīng)是中華商業(yè)文化精髓的中華老字號(hào)品牌嚴(yán)重衰退,正以每年5%的速度減少。如何拯救和促進(jìn)中華老字號(hào)品牌發(fā)展成為一個(gè)重要問題。 品牌資產(chǎn)是任何一個(gè)企業(yè)經(jīng)營的關(guān)鍵性的無形資產(chǎn),同樣也是發(fā)展老字號(hào)品牌的基礎(chǔ)和前提。而老字號(hào)品牌顧客忠誠度的下降,歸根到底是品牌資產(chǎn)流失所引起的,遺憾的是這些中華老字號(hào)品牌并沒有深刻意識(shí)到這一點(diǎn),最后品牌日趨衰弱。鑒于此,本研究立足于營銷學(xué)和消費(fèi)者行為學(xué)的相關(guān)理論,從老字號(hào)品牌特點(diǎn)和消費(fèi)者視角出發(fā),重新構(gòu)建老字號(hào)品牌資產(chǎn)的四個(gè)維度(品牌知名度、品牌形象、品牌信任和品牌支持),并且把顧客感知價(jià)值作為中介變量,顧客忠誠度作為應(yīng)變量,組成了新的模型,研究老字號(hào)品牌資產(chǎn)對(duì)于顧客感知價(jià)值的作用,老字號(hào)品牌產(chǎn)品的顧客感知價(jià)值對(duì)顧客忠誠度的作用,以及顧客感知價(jià)值的中介作用。實(shí)證分析的結(jié)果表明：1、品牌知名度對(duì)顧客感知價(jià)值的不具有正向影響。這可能是由于現(xiàn)今大多老字號(hào)品牌缺乏定位于高端市場(chǎng)的知名產(chǎn)品,以及老字號(hào)品牌缺乏有效營銷手段等其他因素,使得產(chǎn)品知名度受損；2、品牌形象對(duì)顧客社會(huì)性感知價(jià)值不具有正向影響。原因可能與老字號(hào)品牌包裝老舊、形象刻板,不能夠滿足中國消費(fèi)者的“面子”需求有關(guān)。3、品牌信任對(duì)顧客感知價(jià)值的正向影響假設(shè)成立。說明“信任”是唯一能夠?qū)崿F(xiàn)新老消費(fèi)者代際傳遞的情感因素；4、顧客感知價(jià)值在老字號(hào)品牌資產(chǎn)和顧客忠誠度之間確實(shí)起到了完全中介的作用。根據(jù)所得結(jié)論,老字號(hào)企業(yè)應(yīng)當(dāng)注重高端產(chǎn)品開發(fā)和有效保護(hù)品牌知識(shí)產(chǎn)權(quán),加強(qiáng)產(chǎn)品形象的不斷更新,以順應(yīng)時(shí)代的品位,并且不惜一切代價(jià)維護(hù)良好的信譽(yù),著力于顧客感知價(jià)值的提升,這將對(duì)老字號(hào)品牌消費(fèi)者的忠誠度具有積極作用。
[Abstract]:The old Chinese brand refers to products, skills, or services that have a long history and have been handed down from generation to generation. It often goes through decades or even hundreds of years of history, has a distinct Chinese ethnic traditional cultural background and cultural background, has been widely recognized by the community, has been recognized and trusted by the public. However, after the initial period of the founding of the people's Republic of China, the shake-up of the Cultural Revolution, and the survival of the fittest in the market economy, the old brands that once enjoyed great fame at home and abroad have greatly damaged their vitality. Leading to a severe decline in old Chinese brands, once the essence of Chinese business culture, is declining at a rate of 5 per cent a year. How to save and promote the development of old Chinese brands has become an important issue. Brand equity is the key intangible asset of any enterprise, and it is also the foundation and premise of developing old brand. But the old brand customer loyalty decline, in the final analysis is caused by the loss of brand assets, unfortunately, these old Chinese brands have not been deeply aware of this point, the final brand is weakening day by day. In view of this, based on the relevant theories of marketing and consumer behavior, this study reconstructs the four dimensions (brand awareness, brand image) of old brand equity from the perspective of brand characteristics and consumers. Brand trust and brand support, and take customer perceived value as intermediary variable and customer loyalty as dependent variable, form a new model to study the role of brand equity to customer perceived value. The effect of customer perceived value on customer loyalty and the intermediary function of customer perceived value. The result of empirical analysis shows that brand awareness has no positive effect on customer perceived value. This may be due to the fact that most of today's established brands lack well-known products targeted at the high end of the market, as well as other factors such as the lack of effective marketing tools for established brands. The brand image has no positive effect on customer social perceived value. The reasons may be related to the old brand packaging, stereotype, can not meet the "face" needs of Chinese consumers. 3. The positive impact of brand trust on customer perceived value hypothesis is established. It shows that "trust" is the only emotional factor that can realize the intergenerational transmission of new and old consumers. Customer perceived value plays a role as a complete intermediary between old brand assets and customer loyalty. According to the conclusion, established enterprises should pay attention to high-end product development and effective protection of brand intellectual property rights, strengthen the continuous updating of product image to conform to the taste of the times, and maintain a good reputation at all costs. Focus on the promotion of customer perceived value, which will have a positive effect on the old brand consumer loyalty.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274

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