【摘要】： 從二十世紀(jì)八十年代至今,全球企業(yè)經(jīng)歷了一個從產(chǎn)品經(jīng)營到品牌打造和品牌資產(chǎn)整體運(yùn)營管理階段,從而進(jìn)入了全新的品牌競爭時代。 迄今,國內(nèi)外營銷界通常從三個角度或模式對品牌資產(chǎn)進(jìn)行研究:(1)消費(fèi)者心理模式。(2)市場產(chǎn)出模式。(3)金融市場產(chǎn)出模式。而三種視角各有優(yōu)缺點(diǎn),例如,基于消費(fèi)者心理的視角由于考察的是品牌資產(chǎn)產(chǎn)生的源頭,因此能夠預(yù)測其市場潛力,其缺點(diǎn)是其不易計(jì)算,并且不能直接反映為簡單明了的財(cái)務(wù)指標(biāo);相反基于產(chǎn)品市場產(chǎn)出的視角雖然可以彌補(bǔ)基于消費(fèi)者心理模式的缺點(diǎn),但由于其考察的僅僅是當(dāng)前品牌資產(chǎn)的情況,因此只能表示出目前品牌的情況,而無法解釋導(dǎo)致出現(xiàn)這種狀況的原因,另外也容易產(chǎn)生品牌管理過程中的短期行為,造成從長期看有損于品牌資產(chǎn)的結(jié)果。因此,進(jìn)行品牌資產(chǎn)不同視角下相關(guān)關(guān)系的研究是很有必要的。 本文在論述國內(nèi)外學(xué)者關(guān)于品牌資產(chǎn)研究的基礎(chǔ)上,結(jié)合實(shí)際情況,構(gòu)建了基于消費(fèi)者心理的品牌資產(chǎn)的四個維度(企業(yè)能力聯(lián)想、品牌知名度、品質(zhì)認(rèn)知和消費(fèi)形象)和在產(chǎn)品市場上品牌資產(chǎn)表現(xiàn)的三個維度(品牌延伸能力、溢價(jià)能力、品牌忠誠度)之間相互關(guān)系的理論假設(shè)模型。采用實(shí)證研究的方法,以手機(jī)作為研究對象,通過了解不同手機(jī)品牌的用戶在品牌資產(chǎn)不同方面的認(rèn)知和看法,從而對品牌資產(chǎn)的消費(fèi)者模式和產(chǎn)品市場產(chǎn)出模式之間結(jié)構(gòu)關(guān)系進(jìn)行解構(gòu)和分析。實(shí)證檢驗(yàn)發(fā)現(xiàn),兩種模式之間存在著結(jié)構(gòu)關(guān)系,在14個理論關(guān)系假設(shè)中,有11條通過了顯著性檢驗(yàn)。研究發(fā)現(xiàn),品牌資產(chǎn)消費(fèi)者模式的四個維度(公司能力聯(lián)想、品牌知名度、品質(zhì)認(rèn)知、消費(fèi)形象)是品牌資產(chǎn)表現(xiàn)為市場產(chǎn)出方面(品牌延伸能力、溢價(jià)能力、品牌忠誠度)的源頭。其中,品牌知名度和品質(zhì)認(rèn)知在我國消費(fèi)者當(dāng)中仍占據(jù)著最為重要的作用,特別是品質(zhì)認(rèn)知更是起到關(guān)鍵核心作用。此外,研究過程中也構(gòu)建了消費(fèi)形象的概念,對品牌資產(chǎn)方面相關(guān)研究給予一定的補(bǔ)充。
[Abstract]:Since 1980s, global enterprises have experienced a stage from product management to brand creation and brand equity management, thus entering a brand new era of competition. Up to now, domestic and foreign marketing circles usually study brand equity from three angles or models: (1) consumer psychological model, (2) market output model, (3) financial market output model. The three perspectives have their own advantages and disadvantages. For example, the perspective based on consumer psychology can predict the market potential of brand equity because it looks at the source of brand equity, but its disadvantage is that it is not easy to calculate. And it can not be directly reflected as a simple and clear financial index; on the contrary, the perspective based on product market output can make up for the shortcomings based on consumer psychological model, but because it only examines the current situation of brand equity. Therefore, it can only show the current brand situation, but can not explain the reasons for this situation, in addition, it is easy to produce short-term behavior in the process of brand management, resulting in the long-term damage to brand equity results. Therefore, it is necessary to study the relationship between brand equity from different perspectives. On the basis of discussing the domestic and foreign scholars' research on brand equity, combined with the actual situation, this paper constructs four dimensions of brand equity based on consumer psychology (enterprise ability association, brand awareness, etc. The theoretical hypothesis model of the relationship between quality cognition and consumer image and the three dimensions of brand equity performance (brand extension ability, premium ability, brand loyalty) in the product market. Using the method of empirical research, taking mobile phone as the object of study, through understanding the different users of different mobile phone brands in different aspects of brand equity cognition and view, The relationship between the consumer model of brand equity and the model of product market output is deconstructed and analyzed. The empirical results show that there is a structural relationship between the two models and 11 of the 14 theoretical relationship hypotheses have passed the significance test. It is found that the four dimensions of the consumer model of brand equity (company ability association, brand awareness, quality cognition, consumer image) are the market output aspects of brand equity (brand extension ability, premium ability). Brand loyalty). Among them, brand awareness and quality awareness still occupy the most important role among Chinese consumers, especially quality awareness plays a key role. In addition, the concept of consumption image is also constructed in the research process, which provides a certain supplement to the related research on brand equity.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2;F224

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本文編號：2133210