本文選題：工業(yè)品品牌形象 + 產(chǎn)品形象��； 參考：《電子科技大學(xué)》2009年碩士論文

【摘要】： 工業(yè)品市場(chǎng)是個(gè)非常重要、也非常龐大的市場(chǎng),它在經(jīng)濟(jì)總量中占有主要地位。隨著市場(chǎng)競(jìng)爭(zhēng)的日趨激烈,將品牌作為成長(zhǎng)及可持續(xù)發(fā)展的平臺(tái)已經(jīng)成為眾多工業(yè)企業(yè)的重要戰(zhàn)略。從上世紀(jì)七十年代開始,西方學(xué)者就利用各種定性及定量的研究方法,對(duì)工業(yè)品品牌從不同的角度進(jìn)行了研究,但對(duì)工業(yè)品品牌形象的研究則較少。品牌形象是品牌研究的核心,并且是顧客產(chǎn)生購買動(dòng)機(jī)的主要驅(qū)動(dòng)因素。因而,為了能夠更好的剖析工業(yè)品品牌,相關(guān)研究顯得尤為重要,如:工業(yè)品品牌形象由哪些因素構(gòu)成?它的影響因素是什么? 本文運(yùn)用消費(fèi)品品牌形象的影響因素及模型、工業(yè)品與消費(fèi)品異同、工業(yè)品品牌形象等相關(guān)研究成果,探討和分析了工業(yè)品品牌形象的影響因素,并且研究了在不同的調(diào)節(jié)因素下各影響因素對(duì)工業(yè)品品牌形象的調(diào)節(jié)作用。本文采用實(shí)證研究方法,通過問卷調(diào)查,利用SPSS16.0統(tǒng)計(jì)分析軟件對(duì)所收集的數(shù)據(jù)進(jìn)行分析并檢驗(yàn)本文提出的假設(shè)。本研究得出了如下主要結(jié)論: 1)工業(yè)品品牌形象由軟性因素和硬性因素這兩個(gè)維度構(gòu)成; 2)產(chǎn)品屬性、服務(wù)屬性、顧客形象、網(wǎng)絡(luò)對(duì)工業(yè)品品牌形象均有顯著正向影響作用。其影響作用由大到小依次為:產(chǎn)品屬性、服務(wù)屬性、顧客形象、網(wǎng)絡(luò); 3)涉入程度分別對(duì)產(chǎn)品屬性、服務(wù)屬性、廣告、強(qiáng)調(diào)硬性因素的傳播內(nèi)容和工業(yè)品品牌形象之間的負(fù)向調(diào)節(jié)效應(yīng)顯著;對(duì)網(wǎng)絡(luò)、人員推銷、強(qiáng)調(diào)軟性因素與工業(yè)品品牌形象之間的關(guān)系調(diào)節(jié)效應(yīng)不顯著; 4)廣告對(duì)產(chǎn)品形象和工業(yè)品品牌形象間關(guān)系的影響程度大于網(wǎng)絡(luò)、人員推銷對(duì)其關(guān)系的影響;強(qiáng)調(diào)硬性因素的傳播內(nèi)容對(duì)產(chǎn)品形象與工業(yè)品品牌形象間關(guān)系的影響程度要大于強(qiáng)調(diào)軟性因素的傳播內(nèi)容對(duì)其關(guān)系的影響; 5)顧客形象對(duì)于工業(yè)品品牌形象的影響始終是正向的,不受本研究中調(diào)節(jié)變量的干擾。 最后,本文在實(shí)證研究結(jié)論的基礎(chǔ)上,提出了一些管理建議,并指出了進(jìn)一步研究的方向。
[Abstract]:The industrial product market is a very important and very large market. It occupies a major position in the total economic volume. With the increasingly fierce market competition, it has become an important strategy for many industrial enterprises to take the brand as a platform for growth and sustainable development. From the 70s of last century, western scholars have made use of various qualitative and qualitative methods. The research method of quantity is studied from different angles, but the research on brand image of industrial products is less. Brand image is the core of brand research, and it is the main driving factor for customers to produce purchasing motivation. Therefore, in order to be able to better analyze the brand of industrial products, the related research is particularly important, such as: What are the factors that influence brand image? What are the influencing factors?
This paper uses the influencing factors and models of consumer product brand image, the similarities and differences of industrial products and consumer goods, and the brand image of industrial products, discusses and analyzes the influencing factors of the brand image of industrial products, and studies the effect of the influence factors on the brand image of industrial products under different adjusting factors. The research method, through the questionnaire survey, using the SPSS16.0 statistical analysis software to analyze the collected data and test the hypothesis proposed in this paper. This study draws the following main conclusions:
1) the brand image of industrial products is composed of two dimensions: soft factors and hard factors.
2) product attributes, service attributes, customer image, and network have significant positive impact on the brand image of industrial products. The effect of the product attribute, service attribute, customer image, network;
3) the degree of involvement is significant to the negative regulation effect of product attributes, service attributes, advertising, the communication content of hard factors and the brand image of industrial products, and the relationship between the network, the salesman and the brand image of industrial products is not significant.
4) the influence of the advertisement on the relationship between the product image and the brand image of the industrial product is greater than that of the network. The influence of the hard factor on the relationship between the product image and the brand image of the industrial product is greater than the influence of the transmission content on the relationship between the product image and the industrial product brand image.
5) the influence of customer image on the brand image of industrial products is always positive, and is not interfered by moderator variables in this study.
Finally, based on the conclusions of empirical research, the paper puts forward some management suggestions and points out the direction for further research.

【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2;F224

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 周明;中國互聯(lián)網(wǎng)企業(yè)品牌延伸、消費(fèi)者評(píng)價(jià)與品牌形象的關(guān)系研究[D];浙江大學(xué);2012年

，

本文編號(hào)：1796097