本文關(guān)鍵詞： 品牌價值 邊際效用 邊際效用遞減 精神消費需求 競爭優(yōu)勢　出處：《預(yù)測》2013年03期 　論文類型：期刊論文

【摘要】：本文回顧品牌價值和邊際遞減理論,認為品牌實質(zhì)上是一種依附于某類商品上能夠滿足消費者精神消費需求的"共生"商品,因此邊際效用理論同樣適用于對品牌的分析。以Keller和Aaker等人研究為基礎(chǔ),提煉出品牌價值構(gòu)成因素共11個,并選取服裝市場上具有代表性的153個品牌為研究對象,通過在國內(nèi)6個城市2215個消費者和97名業(yè)內(nèi)專家的評價獲取一手數(shù)據(jù)。將153個品牌的品牌價值要素評價均值從大到小排列,進行曲線回歸,分析結(jié)果發(fā)現(xiàn):無提示知曉度在n≤13.77時呈對數(shù)曲線規(guī)律,n≥13.77時呈指數(shù)曲線規(guī)律;有提示知曉度呈指數(shù)遞減規(guī)律;消費者感知評價指標(biāo)和服裝業(yè)內(nèi)人士評價指標(biāo)呈立方函數(shù)曲線遞減規(guī)律。本研究為企業(yè)對品牌價值構(gòu)成因素的管理控制的橫向比較提供預(yù)測方法。
[Abstract]:This paper reviews the theory of brand value and marginal decline, and thinks that brand is a kind of "symbiotic" commodity which can satisfy the consumer's spiritual consumption demand. Therefore, marginal utility theory is also applicable to the analysis of brand. Based on the research of Keller and Aaker, 11 factors of brand value are extracted. And select 153 representative brands in the clothing market as the research object. Through the evaluation of 2215 consumers and 97 industry experts in 6 cities in China, the primary data were obtained. The average value of the brand value of 153 brands was arranged from large to small, and the curve regression was carried out. The results showed that the degree of intelligibility was a logarithmic curve when n 鈮，

本文編號：1444540