本文關(guān)鍵詞： 促銷 品牌資產(chǎn) 新產(chǎn)品 價(jià)格促銷 非價(jià)格促銷　出處：《湖南師范大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 激烈的市場(chǎng)競(jìng)爭(zhēng)使促銷的費(fèi)用不斷攀升,促銷現(xiàn)在已成為營(yíng)銷活動(dòng)最大的開支大戶。促銷作為一個(gè)用來推廣新產(chǎn)品的強(qiáng)有力的工具被各企業(yè)廣泛采用。但促銷是一把雙刃劍,促銷對(duì)企業(yè)既可能有積極作用,也可能有負(fù)面影響。盡管促銷已經(jīng)成為營(yíng)銷活動(dòng)的一個(gè)至關(guān)重要的因素,但促銷效用的研究仍然是一個(gè)充滿爭(zhēng)議的領(lǐng)域。在這一背景下,提升促銷的積極效果成了每個(gè)營(yíng)銷者的迫切需要。 本研究的目的是考查不同促銷方式對(duì)新產(chǎn)品品牌資產(chǎn)的影響。在總結(jié)前人關(guān)于促銷和品牌資產(chǎn)的研究文獻(xiàn)的基礎(chǔ)上,本研究通過兩個(gè)實(shí)驗(yàn),以湖南師范大學(xué)和湖南公安高等�？茖W(xué)校的大學(xué)生為被試,考查了不同促銷方式對(duì)新產(chǎn)品品牌資產(chǎn)及其三個(gè)維度——購買意向、感知質(zhì)量和品牌忠誠(chéng)的影響,比較了打折、優(yōu)惠券、買贈(zèng)和抽獎(jiǎng)四種促銷方式在對(duì)新產(chǎn)品品牌資產(chǎn)影響上的差異。 本研究獲得了以下結(jié)論:1)相對(duì)于價(jià)格促銷,非價(jià)格促銷對(duì)新產(chǎn)品品牌資產(chǎn)的積極效用更大;2)在打折、優(yōu)惠券、買贈(zèng)和抽獎(jiǎng)四種促銷方式中,優(yōu)惠券的有效性最低;3)四種促銷方式均能提高新產(chǎn)品的購買意向,當(dāng)新產(chǎn)品為高涉入產(chǎn)品時(shí)價(jià)格促銷可能會(huì)對(duì)感知質(zhì)量產(chǎn)生負(fù)面影響;4)廣告能顯著提高新產(chǎn)品的品牌資產(chǎn),能調(diào)節(jié)促銷可能給品牌資產(chǎn)帶來的負(fù)面影響。 在總結(jié)本研究和前人研究結(jié)果的基礎(chǔ)上,本文為營(yíng)銷實(shí)踐者提出了對(duì)新產(chǎn)品進(jìn)行促銷的策略建議。論文的最后總結(jié)了研究的成果與不足,并指出了未來進(jìn)一步研究的方向。
[Abstract]:The fierce market competition causes the promotion expense to rise unceasingly, the promotion has now become the marketing campaign biggest expense big customer. The promotion as a powerful tool which uses to promote the new product is widely used by the enterprise. But the promotion is a double-edged sword. Promotion may have both positive and negative effects on enterprises. Although promotion has become a crucial factor in marketing activities, the research on the utility of sales promotion is still a controversial field. Promoting the positive effects of sales promotion has become an urgent need for every marketer. The purpose of this study is to examine the influence of different promotion methods on brand equity of new products. Taking the college students of Hunan normal University and Hunan Public Security College as subjects, this paper examines the effects of different promotion methods on brand assets of new products and their three dimensions: purchase intention, perceived quality and brand loyalty, and compares discounts. Coupons, gifts and raffles are different in the impact on brand equity of new products. This study draws the following conclusion: (1) compared with price promotion, non-price promotion has more positive effect on brand equity of new products than non-price promotion (2) among four promotion methods, discount, coupons, gift and lottery. The coupon has the lowest effectiveness (3) all of the four promotion methods can improve the purchase intention of the new product, while the price promotion may have a negative impact on the perceived quality when the new product is involved in the product. (4) Advertising can significantly improve the brand equity of the new product. Ability to adjust the negative impact of sales promotion on brand equity. On the basis of summing up this research and previous research results, this paper puts forward some suggestions for marketing practitioners to promote new products. Finally, the paper summarizes the achievements and shortcomings of the research, and points out the direction of further research in the future.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

1 徐西寧;五糧液出口品牌資產(chǎn)戰(zhàn)略研究[D];江西財(cái)經(jīng)大學(xué);2010年

2 胡珊珊;網(wǎng)絡(luò)商店促銷策略對(duì)消費(fèi)者購買意愿的影響研究[D];江西農(nóng)業(yè)大學(xué);2011年

3 邵燕梅;品牌價(jià)值的影響因素研究[D];浙江工商大學(xué);2012年

4 張祥林;快速消費(fèi)品促銷方式對(duì)品牌權(quán)益影響的實(shí)證研究[D];山東大學(xué);2012年

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本文編號(hào)：1512001