本文關(guān)鍵詞： 品牌APP營(yíng)銷 品牌認(rèn)知 顧客感知價(jià)值　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái),品牌APP數(shù)量快速增長(zhǎng),品牌APP營(yíng)銷開(kāi)始成為一種營(yíng)銷手段。伴隨著移動(dòng)設(shè)備和無(wú)線終端的快速發(fā)展,品牌APP越來(lái)越受到大眾的歡迎。品牌APP營(yíng)銷已被認(rèn)為是一種新型營(yíng)銷手段,由于自身獨(dú)特的特點(diǎn),很多的企業(yè)正在以各種形式開(kāi)展品牌APP營(yíng)銷。品牌是企業(yè)構(gòu)造競(jìng)爭(zhēng)力的必備武器,而品牌認(rèn)知在品牌塑造中發(fā)揮重要作用。在21世紀(jì)年代,由于品牌可以創(chuàng)造的價(jià)值巨大,導(dǎo)致如何形成一個(gè)品牌成為了學(xué)者們的研究重點(diǎn)。隨著研究的增多和深入,人們發(fā)現(xiàn)品牌認(rèn)知在構(gòu)建品牌中發(fā)揮著巨大作用,品牌認(rèn)知的重要性得到人們的關(guān)注。為了研究品牌APP營(yíng)銷與品牌認(rèn)知之間的關(guān)系,本文從文獻(xiàn)研究中分別總結(jié)出品牌APP營(yíng)銷和品牌認(rèn)知的共性,將品牌APP營(yíng)銷劃分為娛樂(lè)性、便捷性以及可靠性三個(gè)維度,將品牌認(rèn)知?jiǎng)澐譃槠放浦群推放坡?lián)想度兩個(gè)維度�；谝陨系膭澐�,提出品牌APP營(yíng)銷娛樂(lè)性、便捷性以及可靠性分別對(duì)品牌知名度和品牌聯(lián)想度有正向影響的假設(shè)。而關(guān)于營(yíng)銷對(duì)品牌認(rèn)知的影響的文獻(xiàn)研究都是采取直接路徑,這方面的研究較為成熟,取得了豐富的研究成果。但是,探究營(yíng)銷與品牌認(rèn)知之間可能存在的中介變量的影響的文獻(xiàn)比較少。本文則將顧客感知價(jià)值引入研究之中,將其假設(shè)為品牌APP營(yíng)銷與品牌認(rèn)知之間的中介變量,并且在文獻(xiàn)研究中總結(jié)出顧客感知價(jià)值的三個(gè)維度:社交價(jià)值、實(shí)用價(jià)值和情感價(jià)值�；谝陨蟽�(nèi)容,本文主要的研究?jī)?nèi)容是:品牌APP營(yíng)銷對(duì)品牌認(rèn)知的影響,顧客感知價(jià)值對(duì)品牌認(rèn)知的影響,以及顧客感知價(jià)值的中介效應(yīng),本研究的研究模型體現(xiàn)了三者之間的關(guān)系假設(shè),最后通過(guò)問(wèn)卷調(diào)查收集數(shù)據(jù),對(duì)數(shù)據(jù)用spss進(jìn)行分析,檢驗(yàn)研究假設(shè)。通過(guò)對(duì)數(shù)據(jù)分析,得出如下結(jié)果:1.品牌APP營(yíng)銷對(duì)品牌認(rèn)知有顯著影響;2.顧客感知價(jià)值對(duì)品牌認(rèn)知有顯著影響;3.顧客感知價(jià)值在品牌APP營(yíng)銷和品牌認(rèn)知的關(guān)系中具有中介作用。最后在研究結(jié)論的基礎(chǔ)上對(duì)企業(yè)進(jìn)行品牌APP營(yíng)銷提出了一些建議:企業(yè)在進(jìn)行品牌APP營(yíng)銷的過(guò)程中,要充分發(fā)揮品牌APP營(yíng)銷娛樂(lè)性、便捷性和可靠性的特點(diǎn),擴(kuò)大營(yíng)銷受眾,擴(kuò)大營(yíng)銷范圍,形成好的營(yíng)銷效果。1.加強(qiáng)運(yùn)營(yíng)管理,提高品牌APP便捷性。2.加強(qiáng)信息審查,確保品牌APP展示的信息可靠性。3.加強(qiáng)在品牌APP設(shè)計(jì)上的投入,增強(qiáng)品牌APP的娛樂(lè)性。4.在加強(qiáng)品牌APP營(yíng)銷便捷性維度的同時(shí),注重情感價(jià)值的培養(yǎng)。5.在加強(qiáng)品牌APP營(yíng)銷可靠性維度的同時(shí),注重實(shí)用價(jià)值的培養(yǎng)。
[Abstract]:In recent years, the number of brand APP has increased rapidly, and brand APP marketing has become a marketing means, along with the rapid development of mobile devices and wireless terminals. Brand APP is more and more popular with the public. Brand APP marketing has been regarded as a new type of marketing means, due to its unique characteristics. Many enterprises are carrying out brand APP marketing in various forms. Brand is the necessary weapon to build competitiveness of enterprises, and brand cognition plays an important role in brand shaping. In 21th century. As the value of brand can be huge, how to form a brand has become the focus of scholars. With the increase and depth of research, people find that brand cognition plays a great role in building a brand. In order to study the relationship between brand APP marketing and brand cognition, this paper summarizes the commonness of brand APP marketing and brand cognition from the literature research. Brand APP marketing is divided into three dimensions: entertainment, convenience and reliability, and brand cognition is divided into two dimensions: brand awareness and brand association. Put forward brand APP marketing entertainment. Convenience and reliability respectively have a positive impact on brand awareness and brand association. But the literature on the impact of marketing on brand awareness is a direct path, this research is more mature. However, there is little literature to explore the influence of intermediary variables between marketing and brand cognition. This paper introduces customer perceived value into the study. It is assumed to be the intermediary variable between brand APP marketing and brand cognition, and the three dimensions of customer perceived value are summarized in the literature research: social value, practical value and emotional value. The main research contents of this paper are: the influence of brand APP marketing on brand cognition, the influence of customer perceived value on brand cognition, and the intermediary effect of customer perceived value. The research model of this study reflects the relationship between the three hypotheses. Finally, through the questionnaire survey to collect data, to analyze the data with spss, to test the research hypotheses, and through the analysis of the data. The results are as follows: 1. Brand APP marketing has a significant impact on brand cognition; 2. Customer perceived value has significant influence on brand cognition; 3. Customer perceived value plays an intermediary role in the relationship between brand APP marketing and brand cognition. Finally, on the basis of the research conclusions, some suggestions are put forward for enterprises to carry out brand APP marketing. Enterprises in the process of brand APP marketing. We should give full play to the characteristics of entertainment, convenience and reliability of brand APP marketing, expand the audience of marketing, expand the scope of marketing, form a good marketing effect. 1. Strengthen the operation management. Improve the convenience of brand APP. 2. Strengthen the information review to ensure the information reliability of brand APP display. 3. Strengthen the investment in brand APP design. Enhance the entertainment of brand APP. 4. while strengthening the dimension of brand APP marketing convenience, pay attention to the cultivation of emotional value. 5. Strengthen the brand APP marketing reliability dimension at the same time. Pay attention to the cultivation of practical value.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F273.2

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