本文選題：AK模型 + 品牌聯(lián)合��； 參考：《重慶大學》2009年碩士論文

【摘要】： 現(xiàn)代營銷戰(zhàn)略中,品牌以及品牌戰(zhàn)略越來越受到企業(yè)和學界的重視;特別是全球化浪潮下,出現(xiàn)了越來越多的跨國兼并。其結(jié)果則出現(xiàn)了一個公司擁有幾個乃至多個知名品牌。將不同的品牌進行聯(lián)合,是企業(yè)經(jīng)常運用的一種戰(zhàn)略;在國內(nèi),雖然品牌聯(lián)合的產(chǎn)品的出現(xiàn)已經(jīng)不足為奇,但關(guān)于該戰(zhàn)略的研究卻一直停滯不前,其中大部分研究都停留在總結(jié)和介紹國外研究的水平上。因此,運用國外學者的研究,并在此基礎(chǔ)上進行創(chuàng)新性的研究具有較大的理論和實踐意義。 針對上述問題,本文挑選了數(shù)個手機品牌作為例子,對我國手機市場上同類產(chǎn)品形成品牌聯(lián)合消費者評價的影響因素進行了實證研究,目的在于進一步檢驗品牌聯(lián)合戰(zhàn)略中,合伙品牌的預(yù)先態(tài)度和品牌匹配度對品牌聯(lián)合產(chǎn)品消費者評價的影響以及AK模型對品牌聯(lián)合戰(zhàn)略研究的實用性。本文通過預(yù)調(diào)查選取和確定研究對象的品牌和該品牌的消費者態(tài)度評價指標,然后結(jié)合前人的研究開發(fā)出了新的調(diào)查問卷,通過小樣本探索性分析對指標進行甄別,應(yīng)用大樣本數(shù)據(jù)對問卷信度進行檢驗并在此基礎(chǔ)上采用方差和回歸分析對本文的假設(shè)進行檢驗。 通過實證分析研究發(fā)現(xiàn),在同類產(chǎn)品形成的品牌聯(lián)合中,消費者對合伙品牌的預(yù)先感知、合伙品牌對品牌聯(lián)合的匹配性等都與品牌聯(lián)合消費者態(tài)度評價之間存在著顯著的正向影響關(guān)系;在幾個影響因素中,合伙品牌的預(yù)先態(tài)度對品牌聯(lián)合的態(tài)度影響最大,而合伙品牌之間的技術(shù)融合度對品牌聯(lián)合的態(tài)度影響則表現(xiàn)不明顯;而且不同合伙品牌預(yù)先態(tài)度對品牌聯(lián)合的態(tài)度評價基本是對等的,而且這一點也體現(xiàn)在不同品牌的匹配性對品牌聯(lián)合態(tài)度評價的貢獻上;此結(jié)果與前人對品牌聯(lián)合在現(xiàn)實環(huán)境下的研究基本一致,但又有了進一步的發(fā)展;這亦說明國外理論在國內(nèi)的適用性和差異性。 本研究表明,若要使得消費者對品牌聯(lián)合形成正面的態(tài)度評價,要對合伙品牌進行有針對性的選擇,這主要體現(xiàn)在對合伙品牌的預(yù)先態(tài)度分析和合伙品牌的匹配性的分析上。因此,選擇具有較高品牌評價且匹配度高的品牌作為聯(lián)合的對象,是使品牌聯(lián)合戰(zhàn)略能夠順利成功實施的關(guān)鍵。
[Abstract]:In modern marketing strategy, brand and brand strategy are paid more and more attention by enterprises and scholars, especially under the tide of globalization, more and more transnational mergers appear. As a result, a company has several or even more well-known brands. Uniting different brands is a strategy that companies often use; while it is not surprising that the products of brand alliances have emerged at home, research on the strategy has been stagnant. Most of the studies remain at the level of summing up and introducing foreign research. Therefore, it is of great theoretical and practical significance to use the research of foreign scholars and carry out innovative research on this basis. In view of the above problems, this paper selects several mobile phone brands as examples, and makes an empirical study on the factors influencing the formation of brand joint consumer evaluation of similar products in the mobile phone market in China. The purpose of this study is to further test the joint brand strategy. The influence of pre-attitude and brand matching degree of partnership brand on consumer evaluation of brand joint products and the practicability of AK model on brand alliance strategy research. This paper selects and determines the brand of the research object and the consumer attitude evaluation index of the brand through the pre-survey, then develops a new questionnaire combining with the previous research, and discriminates the index through the small sample exploratory analysis. The reliability of the questionnaire is tested by using large sample data and the hypothesis of this paper is tested by variance and regression analysis. Through the empirical analysis, it is found that in the brand combination of similar products, consumers have a pre-perception of the partnership brand. There is a significant positive relationship between partnership brand matching to brand alliance and brand joint consumer attitude evaluation. Among several factors, partnership brand pre-attitude has the greatest influence on brand alliance attitude. However, the influence of technological integration between partnership brands on the attitude of brand union is not obvious, and the attitude evaluation of different partnership brands towards brand alliance is basically equal. And this is also reflected in the contribution of matching of different brands to the evaluation of brand alliance attitude, which is basically consistent with the previous researches on brand alliance in the real environment, but has further developed. This also shows the applicability and difference of foreign theories in China. This study shows that in order to make consumers form a positive attitude to the brand alliance, we should select the partnership brand, which is mainly reflected in the pre-attitude analysis of the partnership brand and the analysis of the partnership brand matching. Therefore, choosing the brand with high brand evaluation and high matching degree as the object of the alliance is the key to the successful implementation of the brand alliance strategy.
【學位授予單位】：重慶大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2

【引證文獻】

相關(guān)碩士學位論文 前3條

1 毛國慶;基于消費者視角的品牌聯(lián)盟影響因素研究[D];北方工業(yè)大學;2012年

2 李玲;基于品牌關(guān)系的品牌聯(lián)合態(tài)度影響因素研究[D];燕山大學;2012年

3 張林;商品品牌與網(wǎng)絡(luò)商城的品牌聯(lián)合對消費者購買意愿的影響研究[D];江西財經(jīng)大學;2013年

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本文編號：1848607