本文選題：品牌延伸 + 消費(fèi)者評(píng)價(jià)　； 參考：《武漢理工大學(xué)》2008年碩士論文

【摘要】： 隨著市場(chǎng)競(jìng)爭(zhēng)的加劇和新媒體的廣泛應(yīng)用,消費(fèi)者所接受到到的商品信息呈現(xiàn)出爆炸性的增長(zhǎng)。如何使消費(fèi)者成為客戶?品牌成為了最好的領(lǐng)航燈。相關(guān)研究表明,品牌對(duì)消費(fèi)者的購(gòu)買(mǎi)決策有重大影響。因此,一個(gè)知名的品牌是企業(yè)最重要的資產(chǎn)。如何最大限度地使用這一資產(chǎn)為企業(yè)創(chuàng)造利潤(rùn)?品牌延伸成為首要的選擇。企業(yè)利用原有品牌在消費(fèi)者中的影響力,能大大的提高消費(fèi)者對(duì)新產(chǎn)品的認(rèn)知效率,降低消費(fèi)者的認(rèn)知搜尋成本、感知風(fēng)險(xiǎn)和價(jià)格敏感度。同時(shí),企業(yè)也能節(jié)省大量的新產(chǎn)品推廣費(fèi)用,規(guī)避新產(chǎn)品推廣的財(cái)務(wù)風(fēng)險(xiǎn)。 但是品牌延伸也具有雙面性,不合理的延伸不僅無(wú)法取得預(yù)期的市場(chǎng)效果,而且會(huì)對(duì)原品牌還會(huì)產(chǎn)生不良影響。因此,選擇合適品牌延伸模式是企業(yè)實(shí)施品牌延伸策略的首要考慮。從學(xué)術(shù)研究的角度來(lái)說(shuō),有效的評(píng)估方法能幫助企業(yè)進(jìn)行正確的策略選擇。目前,學(xué)術(shù)界比較贊同從消費(fèi)者的角度來(lái)評(píng)價(jià)品牌延伸的績(jī)效。 本文從消費(fèi)者的角度出發(fā),研究了影響消費(fèi)者評(píng)價(jià)品牌延伸的重要因素,把延伸前品牌所蘊(yùn)含的信息看作品牌可以擴(kuò)大生產(chǎn)的資本,延伸后的品牌信息看作擴(kuò)大生產(chǎn)后的產(chǎn)出結(jié)果。借助數(shù)據(jù)包絡(luò)分析方法(DEA)在評(píng)價(jià)投入與產(chǎn)出之相對(duì)有效性方面的獨(dú)特優(yōu)勢(shì)從消費(fèi)者角度評(píng)價(jià)品牌延伸的有效性。 本文共分為五章,第一章從品牌延伸的實(shí)際情況和學(xué)術(shù)研究的理論成果出發(fā)闡明了了本文研究的目的和意;第二章回顧了品牌延伸理論研究的發(fā)展歷史和各種定量分析的評(píng)價(jià)模型;第三章在梳理相關(guān)品牌及品牌延伸概念的基礎(chǔ)上深入研究了影響消費(fèi)者評(píng)價(jià)品牌延伸的各種因素,并結(jié)合所采用的DEA方法構(gòu)建了評(píng)價(jià)指標(biāo)體系;第四章通過(guò)市場(chǎng)調(diào)查收集相關(guān)數(shù)據(jù),并用DEA方法對(duì)品牌延伸的有效性進(jìn)行證實(shí)研究,對(duì)結(jié)果進(jìn)行了細(xì)致的分析,據(jù)此對(duì)企業(yè)在不同情況下實(shí)施品牌延伸策略給出了合理建議;最后總結(jié)了全文的研究成果和不足,探討了進(jìn)一步深入研究的方向。 本文理論研究與實(shí)證分析相結(jié)合,注重理論的系統(tǒng)性、前沿性;定性分析與定量分析相結(jié)合,力求方法的科學(xué)性,使得研究更為客觀具體,具有一定的實(shí)際參考價(jià)值。
[Abstract]:With the aggravation of market competition and the wide application of new media, the commodity information received by consumers is increasing explosively. How can consumers become customers? The brand became the best pilot lamp. Relevant studies show that brands have a significant impact on consumers' purchase decisions. Therefore, a well-known brand is the most important asset of the enterprise. How to maximize the use of this asset for the enterprise to create profits? Brand extension has become the primary choice. Enterprises can greatly improve the cognitive efficiency of new products, reduce the cognitive search cost, perceived risk and price sensitivity of consumers by making use of the influence of original brands in consumers. At the same time, the enterprise can save a lot of new product promotion expenses, avoid the financial risk of new product promotion. But the brand extension also has the dual side, the unreasonable extension not only cannot obtain the anticipated market effect, but also will have the bad influence to the original brand. Therefore, the choice of appropriate brand extension model is the primary consideration for enterprises to implement brand extension strategy. From the point of view of academic research, effective evaluation method can help enterprises to choose the right strategy. At present, academic circles agree to evaluate brand extension performance from the perspective of consumers. From the point of view of consumers, this paper studies the important factors that affect the consumers' evaluation of brand extension, and regards the information contained in the brand before the extension as the capital of the brand to expand its production. The extended brand information is regarded as the output result after expanding production. With the help of the data Envelopment Analysis (DEAA), this paper evaluates the effectiveness of brand extension from the perspective of consumers in terms of its unique advantages in evaluating the relative effectiveness of inputs and outputs. This paper is divided into five chapters. The first chapter clarifies the purpose and meaning of this study from the actual situation of brand extension and the theoretical results of academic research. The second chapter reviews the development history of brand extension theory research and various quantitative analysis evaluation models. Chapter three deeply studies the factors that affect the brand extension evaluation of consumers on the basis of combing the related brand and brand extension concepts. Combined with the DEA method, the evaluation index system is constructed. Chapter four collects the relevant data through the market survey, validates the validity of the brand extension with the DEA method, and makes a detailed analysis of the results. Finally, the paper summarizes the research results and shortcomings of the full text, and discusses the direction of further research. This paper combines theoretical research with empirical analysis, pays attention to the systematicness and forerunner of theory, combines qualitative analysis with quantitative analysis, and strives for the scientific nature of the method, which makes the research more objective and specific, and has certain practical reference value.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前5條

1 尚炳新;品牌延伸評(píng)價(jià)研究[D];遼寧工程技術(shù)大學(xué);2010年

2 申魁魁;品牌延伸的影響因素體系研究[D];天津大學(xué);2011年

3 周明;中國(guó)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

4 談奕;品牌延伸策略在我國(guó)保健品企業(yè)的應(yīng)用研究[D];貴州大學(xué);2009年

5 馮海俠;影響消費(fèi)者對(duì)高科技品牌延伸評(píng)價(jià)的因素研究[D];東北大學(xué);2010年

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本文編號(hào)：1937790