發(fā)布時(shí)間：2018-03-13 06:54

  本文選題：零售商品牌資產(chǎn)　切入點(diǎn)：消費(fèi)體驗(yàn)　出處：《西南財(cái)經(jīng)大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：零售品牌化是近幾年零售業(yè)發(fā)展的主要趨勢(shì)之一。盡管,品牌資產(chǎn)一直被視為度量品牌戰(zhàn)略有效性的重要指標(biāo),但直到最近幾年,學(xué)術(shù)界陸續(xù)將關(guān)注和重視的焦點(diǎn)聚焦于零售商品牌資產(chǎn)。類(lèi)似于產(chǎn)品品牌,零售商品牌也擁有資產(chǎn),零售商品牌化理論的重要內(nèi)容表現(xiàn)為零售商品牌資產(chǎn)。零售商建立品牌資產(chǎn)是零售商面臨的一個(gè)重要的戰(zhàn)略問(wèn)題,它能幫助零售企業(yè)建立長(zhǎng)期的競(jìng)爭(zhēng)優(yōu)勢(shì)。雖然零售商品牌資產(chǎn)理論被學(xué)術(shù)界廣泛地關(guān)注,但一個(gè)完整的理論框架和體系結(jié)構(gòu)并沒(méi)有在零售商品牌資產(chǎn)的研究中得以形成,尤其是對(duì)零售商品牌資產(chǎn)在形成機(jī)制的研究上仍不明晰。因此,本文以零售商品牌資產(chǎn)形成過(guò)程的關(guān)鍵驅(qū)動(dòng)因素及其相互作用關(guān)系作為研究核心,通過(guò)明確零售商品牌資產(chǎn)形成過(guò)程中的重要驅(qū)動(dòng)因素,運(yùn)用實(shí)證研究方法分析驅(qū)動(dòng)因素間的作用機(jī)制,目的是為零售商品牌資產(chǎn)的建設(shè)和管理提供有益的啟示。 零售是指出售商品和服務(wù)給最終消費(fèi)者的一種商業(yè)活動(dòng),這里的消費(fèi)者是為個(gè)人或者家庭生活進(jìn)行消費(fèi)而不是為了商業(yè)用途進(jìn)行消費(fèi)。零售企業(yè)是指將商品和服務(wù)銷(xiāo)售給消費(fèi)者用來(lái)供消費(fèi)者自身或其家庭使用的一種商業(yè)企業(yè),其目的是實(shí)現(xiàn)商品和服務(wù)的增值。零售商品牌資產(chǎn)是指消費(fèi)者獲得的與零售商品牌名稱(chēng)相聯(lián)系的價(jià)值。 為了研究零售商品牌資產(chǎn)形成機(jī)制這一問(wèn)題,本研究主要做了以下三個(gè)方面的工作： 1、對(duì)既有的相關(guān)文獻(xiàn)進(jìn)行綜述。首先,對(duì)零售和零售企業(yè)的定義和特征進(jìn)行深入分析,為本研究的研究視角的界定提供理論和現(xiàn)實(shí)兩方面的支撐。其次,對(duì)品牌資產(chǎn)理論的研究成果進(jìn)行回顧,詳細(xì)地闡述了零售商品牌資產(chǎn)形成的前提、性質(zhì)、概念、特征和維度構(gòu)成。然后,系統(tǒng)地回顧和梳理了消費(fèi)體驗(yàn)的概念、維度構(gòu)成和消費(fèi)體驗(yàn)的后向影響機(jī)理。再次,整理和總結(jié)了有關(guān)顧客滿意的概念、維度構(gòu)成以及與零售商品牌資產(chǎn)間的關(guān)系。最后,對(duì)顧客信任的概念和維度進(jìn)行了系統(tǒng)地梳理。其中,筆者對(duì)所涉及到的研究變量的研究成果進(jìn)行了客觀的評(píng)價(jià)。 2、根據(jù)以往相關(guān)文獻(xiàn)及理論的分析,提出了基于顧客視角的零售商品牌資產(chǎn)形成機(jī)制的研究模型。針對(duì)模型中各驅(qū)動(dòng)因素之間的關(guān)系,提出了系列研究假設(shè)。 3、對(duì)研究模型進(jìn)行實(shí)證檢驗(yàn)。本文通過(guò)調(diào)研問(wèn)卷回收的數(shù)據(jù),運(yùn)用SPSS17.0統(tǒng)計(jì)軟件和AMOS7.0軟件對(duì)模型中各變量之間的關(guān)系進(jìn)行了實(shí)證檢驗(yàn),并根據(jù)所得數(shù)據(jù)進(jìn)行結(jié)果討論。 經(jīng)過(guò)理論分析和實(shí)證檢驗(yàn),本文取得以下3個(gè)結(jié)論： 一是基于顧客視角識(shí)別出零售商品牌資產(chǎn)形成的關(guān)鍵驅(qū)動(dòng)因素,即消費(fèi)體驗(yàn)、顧客滿意和顧客信任。二是實(shí)證研究了消費(fèi)體驗(yàn)、顧客滿意、顧客信任對(duì)零售商品牌資產(chǎn)形成的作用機(jī)制。從實(shí)證檢驗(yàn)和數(shù)據(jù)分析的結(jié)果來(lái)看,消費(fèi)體驗(yàn)的兩個(gè)維度對(duì)顧客滿意和顧客信任存在顯著的正向影響,同時(shí)顧客滿意和顧客信任對(duì)零售商品牌資產(chǎn)的三個(gè)維度存在顯著的正向影響。三是顧客滿意對(duì)顧客信任具有正向影響。 本研究的創(chuàng)新點(diǎn)主要有以下兩個(gè)方面： 第一,在回顧和分析國(guó)內(nèi)外學(xué)者對(duì)零售商品牌資產(chǎn)形成機(jī)制研究的基礎(chǔ)上,將零售商品牌資產(chǎn)形成機(jī)制的研究置于顧客視角下,提出了消費(fèi)體驗(yàn)、顧客滿意以及顧客信任3類(lèi)驅(qū)動(dòng)因素,構(gòu)建出了基于顧客視角的零售商品牌資產(chǎn)形成機(jī)制的研究模型。 第二,在中國(guó)零售商業(yè)環(huán)境下提出了消費(fèi)體驗(yàn)、顧客滿意以及顧客信任是影響零售商品牌資產(chǎn)形成機(jī)制的重要因素,并對(duì)其之間的相互作用關(guān)系進(jìn)行了實(shí)證分析。以往關(guān)于零售商品牌資產(chǎn)形成機(jī)制的研究主要聚焦于概念界定以及構(gòu)成維度,較少涉及消費(fèi)體驗(yàn)、顧客信任以及顧客滿意。本研究在借鑒國(guó)內(nèi)外學(xué)者的相關(guān)量表基礎(chǔ)上,通過(guò)中國(guó)零售商業(yè)環(huán)境下的預(yù)測(cè)試開(kāi)發(fā)出包括消費(fèi)體驗(yàn)、顧客信任、顧客滿意的測(cè)量量表。實(shí)證研究表明,在中國(guó)大型百貨商店購(gòu)物環(huán)境中,消費(fèi)體驗(yàn)、顧客信任以及顧客滿意作為重要的影響零售商品牌形成機(jī)制的因素是成立的。 本文研究結(jié)論對(duì)零售商品牌資產(chǎn)建設(shè)提供了有益的啟示,根據(jù)零售商品牌資產(chǎn)形成過(guò)程中各驅(qū)動(dòng)要素的作用機(jī)理,本研究提出了以下三方面的建議：第一,重視提高零售企業(yè)顧客的消費(fèi)體驗(yàn)質(zhì)量。零售企業(yè)一方面需要通過(guò)營(yíng)造零售氛圍,改善個(gè)人體驗(yàn),另一方面需要重視顧客共享體驗(yàn)的培養(yǎng)與創(chuàng)造。第二,注重提升零售企業(yè)顧客的滿意度。零售商可以通過(guò)挖掘顧客的潛在需求、購(gòu)物動(dòng)機(jī)和妥善處理顧客抱怨來(lái)提升零售企業(yè)顧客的滿意度。第三,強(qiáng)化零售企業(yè)顧客信任的建立機(jī)制。零售商要優(yōu)化內(nèi)部管理和創(chuàng)新?tīng)I(yíng)銷(xiāo)活動(dòng),以此來(lái)強(qiáng)化顧客信任的建立機(jī)制。并且,通過(guò)各種措施構(gòu)建零售商與顧客之間的信任,實(shí)現(xiàn)零售商品牌資產(chǎn)和顧客資產(chǎn)的雙重增加。 本研究主要探討影響零售商品牌資產(chǎn)形成機(jī)制的驅(qū)動(dòng)因素,由于過(guò)去的文獻(xiàn)并無(wú)充分相關(guān)的實(shí)證研究,因此本研究存在研究樣本的選擇存在不足,研究方法存在局限性以及對(duì)其他變量沒(méi)有進(jìn)行控制可能導(dǎo)致在研究結(jié)論上存在一定局限性等方面的不足。 本研究?jī)H是零售商品牌資產(chǎn)研究領(lǐng)域的一角,還有許多問(wèn)題亟待在未來(lái)的研究中進(jìn)行深入探討。歸納而言,本研究認(rèn)為在未來(lái)可以從擴(kuò)大實(shí)證研究的調(diào)研范圍和地區(qū),擴(kuò)展實(shí)證研究的方法以及引入更多的驅(qū)動(dòng)因素到零售商品牌資產(chǎn)形成機(jī)制的實(shí)證研究中三個(gè)方面進(jìn)行更深入的分析。
[Abstract]:Retail brand is one of the main trends in the development of the retail industry in recent years. Although, brand equity has been regarded as an important index to measure the effectiveness of brand strategy, but until recent years, the academic circles have the attention and focus attention on retailer brand equity. Similar to the product brand and retailer brand also owns assets the important content of the retail brand, the theory for the performance of retailer brand equity. Retailers build brand equity is an important strategic issue faced by retailers, it can help retail enterprises to establish long-term competitive advantage. Although the retailer brand equity theory is the academic attention, but a complete theoretical framework and system the structure has not been formed in the research of retailer brand equity, especially for retailer brand equity in the study of the formation mechanism is still not clear. Therefore, in order to retailers Brand equity formation process of the key driving factors and their interactions as the research core, through clarifying the retailer brand equity form an important driving factor in the process, the use of empirical research methods to analysis the mechanism of driving factors, the purpose is to provide beneficial enlightenment for the construction and management of the retail brand assets.
Retail is the sale of goods and services to a business end consumer, consumers here is not for commercial purposes for consumption for personal or family life consumption. Retail enterprises refers to goods and services sold to consumers for consumers themselves or their families using a commercial enterprise, the aim is to achieve the value of goods and services. Retailer brand equity is associated with the name refers to the consumer retailer brand value.
In order to study the problem of retailer brand asset formation mechanism, this research has done the following three aspects:
1, the existing literature review. First, in-depth analysis of the retail and retail enterprises of the definition and characteristics of two aspects of theoretical and practical support for the definition of the research angle of view. Secondly, reviews the research on brand equity theory, elaborated on the premise of retailer brand asset formation the nature of the concept, composition and characteristics of the dimensions. Then, systematically reviews the concept of consumer experience, and the dimensions of consumption experience to influence mechanism. Thirdly, collate and summarize the relevant concept of customer satisfaction, and the relationship with the dimensions of retailer brand equity between. Finally, the concept and dimensions of customer trust is systematically reviewed. Among them, the objective evaluation of the study involved the research variables.
2, according to the previous literature and theoretical analysis, a research model of retailer's brand equity formation mechanism is put forward based on the customer perspective. According to the relationship between the driving factors in the model, a series of research hypotheses are put forward.
3, we empirically test the research model. This paper empirically tests the relationship between variables in the model by using SPSS17.0 statistics software and AMOS7.0 software, and discusses the results based on the data obtained.
Through theoretical analysis and empirical test, the following 3 conclusions are obtained.
One is the customer perspective to identify the key driving factors of retailer brand equity formation based on the consumption experience, customer satisfaction and customer trust. The two is an empirical research on the consumption experience, customer satisfaction, customer trust on the mechanism of the formation of retailer brand equity. From the empirical analysis of the test data and the results show that the two dimensions of consumption experience there is a significant positive impact on customer satisfaction and customer trust, also had a significant positive impact on the three dimensions of retailer brand equity and customer satisfaction and customer trust. Three customer satisfaction has a positive impact on customer trust.
The main innovative points of this study are the following two aspects:
First, the review and analysis of domestic and foreign scholars study on the formation mechanism of retailer brand equity on the basis of the formation mechanism of retailer brand equity research in the perspective of customer, the consumption experience, customer satisfaction and customer trust and 3 kinds of driving factors, constructs the research model of the formation mechanism of retailer brand equity based on customer's perspective.
Second, in the China retail business environment presents consumption experience, customer satisfaction and customer trust is an important factor affecting the formation mechanism of retailer brand equity, and the interaction between the empirical analysis. The previous research mainly focuses on the formation mechanism of retailer brand equity in the definition and dimensions of consumption, less involved experience, customer trust and customer satisfaction. In this study, from the relevant amount of scholars at home and abroad based on the table, through the forecast Chinese retail business environment were developed including consumption experience, customer trust, customer satisfaction measurement scale. The empirical study shows that the consumer experience in Chinese large department stores, shopping environment, factors customer trust and customer satisfaction as an important influence on the formation mechanism of retailer brand is established.
The conclusion of this study provides useful hints for retailer brand equity building, according to the mechanism of the driving factors in the process of the formation of retailer brand equity, this study proposes the following suggestions from three aspects: first, the importance of improving customer experience quality of retail enterprises. On the one hand the retail enterprises need to build retail atmosphere, improve personal experience on the other hand, need to pay attention to the customer experience and create a shared culture. Second, focusing on enhancing customer satisfaction of retail enterprises. Retailers can tap the potential demand of customers, shopping motivation and properly handle customer complaints to improve customer satisfaction of retail enterprises. Third, strengthen the establishment of mechanism of customer trust. Retail enterprises to optimize the internal management and retailers the innovation of marketing activities, in order to strengthen the establishment of mechanism of customer trust. And, through a variety of measures to construct the retail business The trust between the customer and the customer has achieved a double increase in the retailer's brand assets and the customer's assets.
The driving factors of this study discussed the influence of the formation mechanism of retailer brand equity, because the past empirical research literature is not fully related, therefore this research has study sample selection problems, research methods and limitations of other variables are not controlled may lead to insufficient limitations in the aspects of the conclusion of the study.
This study is only a corner of retailer brand equity research field, there are still some problems in future research are discussed. In conclusion, this study suggests that in the future can be from the research to expand the scope of empirical research and empirical research methods, and extended into three aspects: the empirical research on the driving factors to the retailer brand equity the formation mechanism of more in further analysis.

【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F273.4;F724.2

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