本文選題：營銷組合 + 品牌聯(lián)想　； 參考：《暨南大學》2009年碩士論文

【摘要】： 1991年以來,品牌權益成為學術界研究的熱點。作為品牌權益重要維度之一的品牌聯(lián)想也得到了充分的重視。企業(yè)可以發(fā)揮主觀能動性充分利用營銷組合策略的實施來幫助消費者建立品牌知識網絡,從而塑造積極的品牌聯(lián)想。本研究的根本目的是深入探索營銷組合要素對品牌聯(lián)想建設的作用,從而為我國企業(yè)打造品牌聯(lián)想提出具有針對性的營銷策略組合。 本文運用市場營銷學、認知心理學等理論,在結合現(xiàn)有研究文獻的基礎上,構建了實證研究假設模型,并以洗發(fā)水品牌為例,探討了營銷組合要素對品牌聯(lián)想各個維度的作用。論文構建了洗發(fā)水品牌的營銷組合組成要素和由產品類別、產品屬性、品牌屬性、公司品牌聯(lián)想、品牌市場表現(xiàn)、消費者象征性利益等六個層面的品牌聯(lián)想內容,并在此基礎上通過實證研究營銷組合策略與品牌聯(lián)想之間的關系,得到:產品類別聯(lián)想主要受到廣告的作用;產品屬性聯(lián)想主要受到非價格促銷、包裝等影響,其中價格促銷會造成負面影響;公共關系、廣告影響品牌屬性因子聯(lián)想;公司品牌聯(lián)想受到公共關系的影響最為強烈,人員推銷和廣告對公司品牌聯(lián)想的作用效應依次減弱;品牌知名度、品牌流行性及品牌市場競爭力等品牌市場表現(xiàn)主要受到廣告的影響;企業(yè)打造消費者象征性利益聯(lián)想應注重商店形象和包裝,適當采用人員推銷和廣告作為補充策略。
[Abstract]:Since 1991, brand equity has become the focus of academic research. As an important dimension of brand equity, brand association has also been fully valued. Enterprises can make full use of the implementation of marketing combination strategy to help consumers establish brand knowledge network, thus to create positive brand association. The basic purpose of this study is to explore the effect of marketing combination elements on brand association construction, so as to put forward a targeted marketing strategy combination for Chinese enterprises to build brand association. Based on the theories of marketing and cognitive psychology, this paper constructs a hypothetical model of empirical research on the basis of existing research literature. Taking shampoo brand as an example, this paper discusses the effect of marketing combination factors on each dimension of brand association. The paper constructs the elements of marketing combination of shampoo brand and six levels of brand association content, including product category, product attribute, brand attribute, company brand association, brand market performance, consumer symbolic interest, etc. On the basis of the empirical study on the relationship between marketing combination strategy and brand association, it is concluded that product category association is mainly affected by advertising, product attribute association is mainly influenced by non-price promotion, packaging, etc. Among them, price promotion will have a negative impact; public relations, advertising influence brand attribute factor association; company brand association is most strongly affected by public relations, personnel marketing and advertising of the role of the company brand association in turn weakened; Brand awareness, brand popularity, brand market competitiveness and other brand market performance are mainly affected by advertising, enterprises to create consumer symbolic interests association should focus on store image and packaging, Appropriate use of personnel marketing and advertising as a complementary strategy.
【學位授予單位】：暨南大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F274;F426.72

【引證文獻】

相關碩士學位論文 前2條

1 王保魯;女裝品牌文字標識對消費者感知的影響分析[D];北京服裝學院;2012年

2 盧奎蘭;洗發(fā)水品牌形象的關鍵因素對消費者購買行為影響的實證研究[D];蘇州大學;2012年

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本文編號：1984243