本文選題：品牌資產(chǎn)升級(jí)　切入點(diǎn)：感知質(zhì)量　出處：《華僑大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 隨著品牌理論研究的深化和品牌管理實(shí)踐的推進(jìn),我國(guó)企業(yè)逐漸意識(shí)到品牌資產(chǎn)在提升企業(yè)產(chǎn)品和服務(wù)價(jià)值的意義。從上世紀(jì)90年代至今,我國(guó)企業(yè)進(jìn)行了一系列品牌管理實(shí)踐,在品牌知名度提升、品牌創(chuàng)新等方面取得了一定的成績(jī),但卻在品牌資產(chǎn)進(jìn)一步升級(jí)的過程中遇到了瓶頸。 論文通過分析研究《Interbrand2007中國(guó)品牌研究報(bào)告》,綜合《對(duì)于我國(guó)企業(yè)品牌總體印象》和《我國(guó)企業(yè)品牌同外國(guó)品牌優(yōu)劣勢(shì)比較》兩個(gè)市場(chǎng)調(diào)查的結(jié)果,提出了我國(guó)企業(yè)要實(shí)現(xiàn)品牌資產(chǎn)升級(jí)面臨的主要問題:低感知質(zhì)量。感知質(zhì)量(品質(zhì)認(rèn)知度,Perceived quality)是指顧客根據(jù)特定目的、備選方案相比,對(duì)產(chǎn)品和服務(wù)的全面質(zhì)量或優(yōu)越程度的感知狀況。其既是品牌資產(chǎn)的重要組成部分,同時(shí)又與品牌資產(chǎn)其他構(gòu)成要素存在著相互影響的關(guān)系。而提升感知質(zhì)量則是現(xiàn)階段我國(guó)企業(yè)品牌資產(chǎn)進(jìn)一步升級(jí)的關(guān)鍵。論文通過對(duì)相關(guān)理論文獻(xiàn)的研究發(fā)現(xiàn):國(guó)內(nèi)外對(duì)于感知質(zhì)量提升因素的研究主要集中于產(chǎn)品、服務(wù)質(zhì)量角度。感知質(zhì)量作為全面質(zhì)量的感知狀況,其提升不僅應(yīng)包含產(chǎn)品、服務(wù)質(zhì)量的提升,還應(yīng)包含質(zhì)量文化、品牌形象和顧客體驗(yàn)等方面的內(nèi)容。論文以感知質(zhì)量的全面提升為立足點(diǎn),將各種影響感知質(zhì)量提升的因素進(jìn)行歸納形成八大指標(biāo)因素,最終形成感知質(zhì)量的綜合提升模型,即品牌感知質(zhì)量模型。品牌感知質(zhì)量模型從質(zhì)量文化、品牌形象和顧客體驗(yàn)三大方面全面打造感知質(zhì)量,通過感知質(zhì)量的提升,最終實(shí)現(xiàn)品牌資產(chǎn)升級(jí)的目的。最后,論文結(jié)合質(zhì)量管理成熟度方格,對(duì)品牌感知質(zhì)量模型的實(shí)施情況進(jìn)行了提出了簡(jiǎn)單的看法和意見。
[Abstract]:With the deepening of brand theory research and the promotion of brand management practice, Chinese enterprises gradually realize the significance of brand equity in enhancing the value of their products and services. The enterprises of our country have carried on a series of brand management practices, and have made certain achievements in the aspects of brand awareness promotion and brand innovation, but they have met the bottleneck in the process of further upgrading of brand assets. Through the analysis and study of "Interbrand2007 China Brand Research report", this paper synthesizes the results of two market surveys: "overall impression of Chinese Enterprise Brand" and "comparison of advantages and disadvantages between Chinese Enterprise Brand and Foreign Brand". This paper points out the main problems faced by Chinese enterprises in realizing brand asset upgrading: low perceived quality. Perceived quality refers to the comparison between customer and alternative scheme according to specific purpose. Perception of the overall quality or superiority of products and services. It is an important component of brand equity, At the same time, there is a relationship between brand equity and other elements of brand equity, and the promotion of perceived quality is the key to the further upgrading of brand equity in our country. At home and abroad, the research on the factors of improving perceived quality is mainly focused on the products, Quality of service angle. Perceived quality as the perception of total quality, its promotion should include not only the product, the quality of service, but also the quality culture, Brand image and customer experience and other aspects. This paper takes the overall promotion of perceived quality as the foothold, summarizes the various factors that affect the improvement of perceived quality and forms eight index factors, and finally forms a comprehensive promotion model of perceived quality. That is, brand perception quality model. Brand perception quality model from three aspects of quality culture, brand image and customer experience to create a comprehensive perception of quality, through the promotion of perceived quality, ultimately achieve the purpose of brand asset upgrading. Combined with the quality management maturity grid, this paper puts forward some simple views and opinions on the implementation of the brand perceived quality model.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 程乾;舒永鋼;馬云飛;;游客感知主題公園品牌轉(zhuǎn)化行為影響因素探討[J];江蘇商論;2012年10期

相關(guān)碩士學(xué)位論文 前3條

1 戴洪萍;企業(yè)消費(fèi)者責(zé)任、品牌聲譽(yù)與企業(yè)的品牌資產(chǎn)關(guān)系研究[D];江西財(cái)經(jīng)大學(xué);2010年

2 王智星;服裝品牌感知質(zhì)量對(duì)顧客忠誠(chéng)度的影響研究[D];北京服裝學(xué)院;2010年

3 馬云飛;游客感知下主題公園品牌轉(zhuǎn)換行為影響因素研究[D];浙江工商大學(xué);2012年

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本文編號(hào)：1589112