本文選題：品牌資產(chǎn) + 消費(fèi)者��； 參考：《江蘇大學(xué)》2009年碩士論文

【摘要】： 中國(guó)市場(chǎng)正逐漸從產(chǎn)品競(jìng)爭(zhēng)時(shí)代步入綜合品牌競(jìng)爭(zhēng)時(shí)代,品牌的價(jià)值以及作用受到企業(yè)和學(xué)者的廣泛關(guān)注。自20世紀(jì)80年代品牌資產(chǎn)引入營(yíng)銷領(lǐng)域以來,品牌資產(chǎn)作為一種新的營(yíng)銷理論在學(xué)術(shù)界和企業(yè)界得到了廣泛深入地研究和應(yīng)用。如何建立和經(jīng)營(yíng)品牌資產(chǎn),是當(dāng)前擺在經(jīng)營(yíng)管理者面前的重要議題。品牌資產(chǎn)模型是用來衡量品牌資產(chǎn)的主要方法,其中基于消費(fèi)者的品牌資產(chǎn)模型揭示了品牌資產(chǎn)的來源,是當(dāng)今品牌資產(chǎn)領(lǐng)域研究的主要發(fā)展方向。因此,本文選擇從消費(fèi)者角度研究品牌資產(chǎn),以中式快餐行業(yè)為背景,構(gòu)建基于消費(fèi)者的中式快餐品牌資產(chǎn)模型,為企業(yè)建設(shè)品牌資產(chǎn)提供參考。 本文借鑒了國(guó)內(nèi)外基于消費(fèi)者的品牌資產(chǎn)研究成果,對(duì)品牌資產(chǎn)的構(gòu)成維度進(jìn)行分析整理,構(gòu)建了具有科學(xué)性、可操作性和推廣應(yīng)用價(jià)值的基于消費(fèi)者的中式快餐品牌資產(chǎn)模型。主要研究?jī)?nèi)容:(1)系統(tǒng)闡述了品牌、品牌資產(chǎn)及中式快餐品牌資產(chǎn)的相關(guān)理論,回顧以往學(xué)者的基于消費(fèi)者的品牌資產(chǎn)模型研究,指出構(gòu)建具有層次關(guān)系的品牌資產(chǎn)模型并進(jìn)行實(shí)證研究的必要性;(2)在整理歸納國(guó)內(nèi)外學(xué)者對(duì)品牌資產(chǎn)構(gòu)成維度研究成果的基礎(chǔ)上,選取品牌知名度、品牌形象、感知質(zhì)量、品牌忠誠(chéng)為中式快餐品牌資產(chǎn)的構(gòu)成要素;同時(shí)借鑒了Keller模型的層次和步驟,將品牌資產(chǎn)的建立劃分為消費(fèi)者認(rèn)知、消費(fèi)者評(píng)價(jià)、消費(fèi)者情感三個(gè)階段,構(gòu)建了基于消費(fèi)者的中式快餐品牌資產(chǎn)的概念模型;(3)通過實(shí)證數(shù)據(jù)分析對(duì)模型進(jìn)行檢驗(yàn)、修正,最終得出具有明顯層次關(guān)系的中式快餐品牌資產(chǎn)模型,并對(duì)研究結(jié)果進(jìn)行分析。 本文的品牌資產(chǎn)模型不僅增添了對(duì)各維度之間關(guān)系的研究,而且指出各維度對(duì)品牌資產(chǎn)的影響存在差異,研究結(jié)果拓寬了品牌資產(chǎn)的研究視野,并對(duì)中式快餐企業(yè)建立及衡量品牌資產(chǎn)、創(chuàng)建強(qiáng)勢(shì)品牌具有一定的指導(dǎo)意義。
[Abstract]:Chinese market is gradually moving from the era of product competition to the era of comprehensive brand competition, and the value and function of brand are widely concerned by enterprises and scholars. Since the introduction of brand equity into the field of marketing in 1980s, brand equity, as a new marketing theory, has been extensively studied and applied in academia and business circles. How to establish and manage brand assets is an important topic for managers. Brand equity model is the main method used to measure brand equity. The consumer-based brand equity model reveals the origin of brand equity and is the main development direction in the field of brand equity. Therefore, this paper chooses to study brand equity from the perspective of consumers, taking the Chinese fast food industry as the background, constructs a consumer-based Chinese fast food brand equity model, and provides a reference for enterprises to build brand assets. This paper draws lessons from the domestic and foreign research results of brand equity based on consumers, analyzes and arranges the dimensions of brand equity, and constructs a scientific model. The Chinese fast food brand equity model based on consumer-based operation and application value. The main research content is: (1) the related theories of brand, brand equity and Chinese fast food brand equity are expounded systematically, and the previous research on consumer-based brand equity model is reviewed. The author points out that it is necessary to construct a hierarchical brand equity model and carry out empirical research. On the basis of sorting out and summarizing the research achievements of domestic and foreign scholars on the dimension of brand equity composition, the author selects brand awareness, brand image and perceived quality. Brand loyalty is the constituent element of Chinese fast food brand equity, and the establishment of brand equity is divided into three stages: consumer cognition, consumer evaluation and consumer emotion, which draw lessons from the levels and steps of Keller model. This paper constructs the concept model of Chinese fast food brand equity based on consumers. It tests and modifies the model through empirical data analysis, and finally obtains the Chinese fast food brand equity model with obvious hierarchical relationship, and analyzes the results of the research. The brand equity model of this paper not only increases the research on the relationship between each dimension, but also points out that there are differences in the influence of each dimension on brand equity. The research results broaden the research field of brand equity. It has certain guiding significance for Chinese fast food enterprises to establish and measure brand assets and to create strong brands.
【學(xué)位授予單位】：江蘇大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F719;F224

【引證文獻(xiàn)】

相關(guān)會(huì)議論文 前1條

1 王月輝;單艷華;;基于“十要素模型”的嘉和一品公司品牌資產(chǎn)評(píng)估實(shí)證研究[A];中國(guó)高等院校市場(chǎng)學(xué)研究會(huì)2011年年會(huì)論文集[C];2011年

相關(guān)碩士學(xué)位論文 前5條

1 劉光平;雙組織承諾的前因變量的實(shí)證研究[D];南京航空航天大學(xué);2011年

2 沙雄飛;中國(guó)快餐企業(yè)創(chuàng)建強(qiáng)勢(shì)品牌的策略研究[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2010年

3 盧琛;基于顧客的物業(yè)服務(wù)企業(yè)品牌價(jià)值研究[D];北京林業(yè)大學(xué);2012年

4 李靜;中式快餐企業(yè)品牌形象構(gòu)成要素與評(píng)價(jià)研究[D];西北農(nóng)林科技大學(xué);2012年

5 張宏力;消費(fèi)者的即時(shí)通信品牌資產(chǎn)構(gòu)成維度及其相互影響研究[D];大連交通大學(xué);2012年

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本文編號(hào)：1900459