本文選題：品牌忠誠(chéng) + 消費(fèi)者感知價(jià)值��； 參考：《蘭州大學(xué)》2008年碩士論文

【摘要】： 在營(yíng)銷文獻(xiàn)中,對(duì)消費(fèi)者品牌忠誠(chéng)的研究已經(jīng)有三十多年的歷史,且已得出了許多有重要價(jià)值的研究結(jié)論,但是,大多數(shù)研究側(cè)重于分析品牌忠誠(chéng)的結(jié)果,而缺乏對(duì)品牌忠誠(chéng)行為的產(chǎn)生及主要驅(qū)動(dòng)因素的研究,而后者正是企業(yè)品牌營(yíng)銷實(shí)踐中迫切需要解決的問題。作為品牌忠誠(chéng)主要影響因素的消費(fèi)者感知價(jià)值(Customer Perceived Value)自20世紀(jì)90年代以來,已成為營(yíng)銷理論界和企業(yè)界共同關(guān)注的焦點(diǎn),被視為競(jìng)爭(zhēng)優(yōu)勢(shì)的新來源。現(xiàn)有研究表明,消費(fèi)者的感知價(jià)值會(huì)影響品牌忠誠(chéng),但消費(fèi)者的差異及感知對(duì)象的不同又是如何綜合影響感知價(jià)值,進(jìn)而影響品牌忠誠(chéng)的,目前還缺乏綜合性的考慮和研究,而從感知主體及感知客體的差異研究品牌忠誠(chéng)問題,對(duì)企業(yè)品牌戰(zhàn)略的選擇及有效開展品牌營(yíng)銷具有重要意義。 文章在相關(guān)文獻(xiàn)回顧與分析的基礎(chǔ)上,對(duì)品牌忠誠(chéng)及品牌忠誠(chéng)的主要驅(qū)動(dòng)因素——消費(fèi)者感知價(jià)值的概念、維度和影響因素進(jìn)行了研究,提出消費(fèi)者感知價(jià)值是影響品牌忠誠(chéng)的主要因素,而消費(fèi)者性別差異及產(chǎn)品類別差異又影響消費(fèi)者感知價(jià)值,并據(jù)此提出了本文的研究假設(shè)及理論模型;根據(jù)研究假設(shè)形成調(diào)查問卷的指標(biāo)體系結(jié)構(gòu)和初始問卷,確定研究對(duì)象(選擇品牌產(chǎn)品)和問卷調(diào)查對(duì)象;經(jīng)過回收問卷的整理、編碼、錄入及數(shù)據(jù)分析,對(duì)樣本的分布情況以及問卷的效度和信度進(jìn)行檢驗(yàn),并運(yùn)用相關(guān)分析、回歸分析等多元統(tǒng)計(jì)方法得出影響消費(fèi)者感知價(jià)值進(jìn)而影響品牌忠誠(chéng)的因子,對(duì)研究假設(shè)進(jìn)行驗(yàn)證;最后對(duì)研究結(jié)果進(jìn)行理論分析,并提出營(yíng)銷策略,以期深化品牌研究領(lǐng)域的理論內(nèi)容,并為企業(yè)品牌營(yíng)銷實(shí)踐提供借鑒。
[Abstract]:In the marketing literature, the research on consumer brand loyalty has been more than 30 years, and has drawn many valuable conclusions. However, most of the studies focus on the analysis of brand loyalty results. However, there is a lack of research on the emergence and main driving factors of brand loyalty, which is an urgent problem in the practice of brand marketing. Since 1990s, customer Perceived value, which is the main influencing factor of brand loyalty, has become the focus of attention of marketing theorists and enterprises, and is regarded as a new source of competitive advantage. Existing studies show that the perceived value of consumers will affect brand loyalty, but how consumers' differences and perceived objects have a comprehensive impact on perceived value, and then affect brand loyalty, there is still a lack of comprehensive consideration and research. It is of great significance to study brand loyalty from the difference between the perception subject and the perceived object, which is of great significance to the choice of brand strategy and the effective development of brand marketing. Based on the review and analysis of relevant literature, this paper studies the concept, dimension and influencing factors of consumer perceived value, which are the main driving factors of brand loyalty and brand loyalty. It is pointed out that consumer perceived value is the main factor influencing brand loyalty, while gender difference and product category difference affect consumer perceived value, and the research hypotheses and theoretical models of this paper are put forward. According to the research hypothesis to form the questionnaire index system structure and the initial questionnaire, determine the research object (choose brand product) and the questionnaire object, after the collection of the questionnaire, code, input and data analysis, The distribution of the sample, the validity and reliability of the questionnaire were tested, and the factors influencing consumer perceived value and brand loyalty were obtained by using correlation analysis, regression analysis and other multivariate statistical methods, and the research hypotheses were verified. In the end, the author makes a theoretical analysis of the research results and puts forward marketing strategies in order to deepen the theoretical content in the field of brand research and to provide reference for the enterprise brand marketing practice.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 張瑞玲;手機(jī)用戶感知價(jià)值的分析及選擇模型研究[D];東北林業(yè)大學(xué);2011年

2 呂智梅;品牌敏感影響因素及對(duì)品牌忠誠(chéng)影響的實(shí)證研究[D];南京財(cái)經(jīng)大學(xué);2011年

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本文編號(hào)：1969322