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  本文選題：中文品牌名稱 + 命名類型�。� 參考：《華東師范大學》2009年碩士論文

【摘要】： 隨著市場競爭的日益激烈,打造強勢品牌是國內(nèi)外企業(yè)的共同愿景,而打造強勢品牌需要在品牌創(chuàng)建之初就為品牌的長遠發(fā)展規(guī)劃好戰(zhàn)略藍圖。品牌命名是創(chuàng)建品牌的首要決策,不同類型的品牌名稱會對品牌長期發(fā)展的品牌延伸戰(zhàn)略產(chǎn)生不同的影響,品牌名稱的描述型在短期內(nèi)會對原品牌產(chǎn)生正面作用,對品牌延伸效果卻有著限制作用。目前,已有的對品牌命名和品牌延伸的研究絕大多數(shù)都以品牌名稱和產(chǎn)品品類相關屬性為研究對象,很少考慮文化價值觀維度的影響作用。在中國傳統(tǒng)文化的影響下,文化價值觀對中國消費者行為的影響,更為顯著和多樣化。與西方文化價值觀相比,中國傳統(tǒng)文化價值觀具有更高的不確定性規(guī)避度,中國消費者在購買產(chǎn)品過程中將感知到更高的風險,從而影響到消費者購買時對產(chǎn)品信息的收集和處理過程,因此以中國市場為背景,研究不確定性規(guī)避度對品牌命名和品牌延伸效果的影響,是具有實踐和理論上的深刻意義的。本文的研究目的就在于以中文為背景,考察不確定性規(guī)避程度對不同類型的品牌名稱的延伸態(tài)度的影響。 本文在總結(jié)已有研究成果的基礎上,首先以中文為背景,對品牌名稱按暗示性強度進行劃分,利用品牌延伸效果,對品牌名稱的暗示性操作有效性進行了驗證。此后,運用不確定性規(guī)避維度對被試進行高、低不確定性組群劃分,分別考查兩組被試對不同類型名稱的品牌延伸的態(tài)度,驗證不確定性規(guī)避在這一過程中的調(diào)節(jié)作用。 本研究發(fā)現(xiàn),當延伸產(chǎn)品品類與原產(chǎn)品相似時,不確定性規(guī)避度不會影響消費者對延伸產(chǎn)品的評價,高、低不確定性規(guī)避消費者對延伸產(chǎn)品的態(tài)度都會受到一定程度的品牌名稱的影響。但是當品牌延伸至與原產(chǎn)品不相似的產(chǎn)品品類中時,不確定性規(guī)避的調(diào)節(jié)作用凸顯,低不確定性規(guī)避消費者依然受對不同品牌名稱產(chǎn)生不同的延伸評價,但對高不確定性規(guī)避消費者而言,品牌名稱將不再是延伸態(tài)度形成的主要影響因素。 本文共分五章。第一章為導論部分,介紹了本文研究背景,研究目的和意義等。第二章為文獻綜述,對本研究所需的理論知識做了回顧與整理。第三章在理論的基礎上進行了假設。第四章通過兩個預實驗和一個正式試驗,對假設進行了驗證。最后一章對全文的研究結(jié)果做了總結(jié)與討論,闡述研究結(jié)論的管理意義以及本文的不足和未來研究展望。
[Abstract]:With the increasingly fierce market competition, building strong brand is the common vision of domestic and foreign enterprises, and building strong brand needs to plan the strategic blueprint for the long-term development of brand at the beginning of brand creation. Brand naming is the first decision to create a brand. Different types of brand names will have different effects on the brand extension strategy for the long-term development of the brand, and the descriptive type of brand name will have a positive effect on the original brand in the short term. The effect of brand extension is limited. At present, most of the existing researches on brand name and brand extension take brand name and product category related attributes as research objects, and seldom consider the influence of cultural value dimension. Under the influence of Chinese traditional culture, the influence of cultural values on Chinese consumer behavior is more significant and diverse. Compared with western cultural values, Chinese traditional cultural values have a higher degree of uncertainty avoidance, and Chinese consumers will perceive higher risks in the process of purchasing products. Therefore, it is of great practical and theoretical significance to study the influence of uncertainty avoidance on brand naming and brand extension in the context of Chinese market. The purpose of this paper is to investigate the influence of uncertainty avoidance degree on the extended attitude of different brand names in the context of Chinese. On the basis of summarizing the existing research results, this paper first uses Chinese as the background, divides the brand name according to the implied intensity, and validates the effectiveness of the implied operation of the brand name by using the brand extension effect. After that, the uncertainty avoidance dimension was used to divide the high and low uncertainty groups, respectively, to examine the attitude of the two groups to the brand extension of different types of names, and to verify the regulatory role of uncertainty avoidance in this process. This study found that when the extended product category is similar to the original product, the degree of uncertainty circumvention will not affect the consumers' evaluation of the extended product. The low uncertainty evades the consumer's attitude to the extended product will be influenced by the brand name to some extent. However, when the brand extends to the product category which is not similar to the original product, the adjustment function of uncertainty evading is prominent, and consumers with low uncertainty evading are still subject to different extension evaluation of different brand names. However, brand name will no longer be the main factor influencing the formation of extended attitude for high uncertainty evading consumers. This paper is divided into five chapters. The first chapter is the introduction, which introduces the background, purpose and significance of this paper. The second chapter is literature review, review and arrangement of theoretical knowledge needed in this study. The third chapter hypothesizes on the basis of theory. Chapter 4 verifies the hypothesis by two pre-experiments and one formal test. In the last chapter, the research results are summarized and discussed, and the management significance of the research conclusions, the shortcomings of this paper and the future research prospects are expounded.
【學位授予單位】：華東師范大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2

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本文編號：1895272