【摘要】： 本文根據(jù)品牌資產(chǎn)鏈條關(guān)系:“用戶受到企業(yè)營銷活動影響而改變品牌知識,從而改變企業(yè)產(chǎn)品的市場狀況,最終對企業(yè)的財務(wù)狀況產(chǎn)生影響”,構(gòu)建專門針對門戶網(wǎng)站的門戶網(wǎng)站品牌資產(chǎn)鏈條關(guān)系三因素模型。本文采取問卷調(diào)查和因子分析方法提取影響門戶網(wǎng)站品牌資產(chǎn)的關(guān)鍵用戶因素,并在此基礎(chǔ)上建立門戶網(wǎng)站品牌資產(chǎn)基于用戶因素的得分模型,從而對納斯達(dá)克上市的六家門戶網(wǎng)站——新浪、搜狐、網(wǎng)易、百度、雅虎、Google的品牌資產(chǎn)進(jìn)行評分。同時本文采用專門發(fā)布網(wǎng)站世界排名的Alexa網(wǎng)站中公布的相關(guān)指標(biāo)反映上述六家門戶網(wǎng)站的市場認(rèn)知度和市場占有率,以及將上述門戶網(wǎng)站的財務(wù)狀況作為衡量門戶網(wǎng)站績效的重要指標(biāo)。通過對門戶網(wǎng)站品牌資產(chǎn)的用戶因素、市場因素、財務(wù)因素進(jìn)行相關(guān)分析,證明門戶網(wǎng)站品牌資產(chǎn)的用戶因素會通過影響門戶網(wǎng)站的市場表現(xiàn),最終影響門戶網(wǎng)站的績效,并發(fā)掘?qū)﹂T戶網(wǎng)站品牌資產(chǎn)起到重要影響作用的因素。
[Abstract]:According to the relationship of brand asset chain: "the user changes brand knowledge under the influence of enterprise marketing activities, thus changes the market situation of enterprise products, and finally has an impact on the financial situation of the enterprise". This paper constructs a three-factor model of brand asset chain relationship for portal websites. In this paper, we use questionnaire and factor analysis to extract the key user factors that affect the brand equity of portal, and then establish a score model of brand equity based on user factors. As a result, the Nasdaq listed six portals-Sina, Sohu, NetEase, Baidu, Yahoo! Google's brand assets. At the same time, this paper uses the related indicators published in Alexa website, which specially publishes the world ranking of websites, to reflect the market recognition and market share of the above six portals. And the financial status of the above-mentioned portal as an important indicator of portal performance. By analyzing the user factors, market factors and financial factors of brand equity of portal, it is proved that the user factors of brand equity of portal will affect the performance of the portal through the market performance of the portal, and finally affect the performance of the portal. And to explore the portal brand assets play an important role in the factors.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2;F49

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

1 徐西寧;五糧液出口品牌資產(chǎn)戰(zhàn)略研究[D];江西財經(jīng)大學(xué);2010年

2 蘇蓉佳;B2C網(wǎng)站品牌資產(chǎn)的驅(qū)動因素及對購物意向的影響[D];浙江大學(xué);2011年

3 彭斯超;網(wǎng)站品牌資產(chǎn)對顧客忠誠度的影響研究[D];湖北工業(yè)大學(xué);2011年

4 孟雪嬌;高技術(shù)品牌影響力研究[D];北方工業(yè)大學(xué);2012年

，

本文編號：2201624