本文選題：品牌延伸 + 消費者評價��； 參考：《武漢理工大學》2008年碩士論文

【摘要】： 隨著市場競爭的加劇和新媒體的廣泛應用,消費者所接受到到的商品信息呈現(xiàn)出爆炸性的增長。如何使消費者成為客戶?品牌成為了最好的領航燈。相關研究表明,品牌對消費者的購買決策有重大影響。因此,一個知名的品牌是企業(yè)最重要的資產。如何最大限度地使用這一資產為企業(yè)創(chuàng)造利潤?品牌延伸成為首要的選擇。企業(yè)利用原有品牌在消費者中的影響力,能大大的提高消費者對新產品的認知效率,降低消費者的認知搜尋成本、感知風險和價格敏感度。同時,企業(yè)也能節(jié)省大量的新產品推廣費用,規(guī)避新產品推廣的財務風險。 但是品牌延伸也具有雙面性,不合理的延伸不僅無法取得預期的市場效果,而且會對原品牌還會產生不良影響。因此,選擇合適品牌延伸模式是企業(yè)實施品牌延伸策略的首要考慮。從學術研究的角度來說,有效的評估方法能幫助企業(yè)進行正確的策略選擇。目前,學術界比較贊同從消費者的角度來評價品牌延伸的績效。 本文從消費者的角度出發(fā),研究了影響消費者評價品牌延伸的重要因素,把延伸前品牌所蘊含的信息看作品牌可以擴大生產的資本,延伸后的品牌信息看作擴大生產后的產出結果。借助數(shù)據(jù)包絡分析方法(DEA)在評價投入與產出之相對有效性方面的獨特優(yōu)勢從消費者角度評價品牌延伸的有效性。 本文共分為五章,第一章從品牌延伸的實際情況和學術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價模型;第三章在梳理相關品牌及品牌延伸概念的基礎上深入研究了影響消費者評價品牌延伸的各種因素,并結合所采用的DEA方法構建了評價指標體系;第四章通過市場調查收集相關數(shù)據(jù),并用DEA方法對品牌延伸的有效性進行證實研究,對結果進行了細致的分析,據(jù)此對企業(yè)在不同情況下實施品牌延伸策略給出了合理建議;最后總結了全文的研究成果和不足,探討了進一步深入研究的方向。 本文理論研究與實證分析相結合,注重理論的系統(tǒng)性、前沿性;定性分析與定量分析相結合,力求方法的科學性,使得研究更為客觀具體,具有一定的實際參考價值。
[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.
【學位授予單位】：武漢理工大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2

【引證文獻】

相關碩士學位論文 前5條

1 尚炳新;品牌延伸評價研究[D];遼寧工程技術大學;2010年

2 申魁魁;品牌延伸的影響因素體系研究[D];天津大學;2011年

3 周明;中國互聯(lián)網(wǎng)企業(yè)品牌延伸、消費者評價與品牌形象的關系研究[D];浙江大學;2012年

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

5 馮海俠;影響消費者對高科技品牌延伸評價的因素研究[D];東北大學;2010年

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本文編號：1937790