【摘要】： 隨著買方市場的到來,市場上的各類商品越來越趨于多元化和同質(zhì)化,一方面消費(fèi)者在購買商品時(shí)有了更大的選擇空間,使得企業(yè)越來越重視品牌的作用,希翼通過加強(qiáng)品牌的運(yùn)營來獲得競爭優(yōu)勢;另一方面產(chǎn)品的同質(zhì)化需要企業(yè)足夠重視消費(fèi)者的需求,在充分考慮消費(fèi)者需求的基礎(chǔ)上生產(chǎn)消費(fèi)者需要的產(chǎn)品。企業(yè)只有充分考慮顧客的需求,才能為顧客提供令其滿意的產(chǎn)品和服務(wù),從而才有可能獲得顧客對該品牌的忠誠行為,進(jìn)而使得該品牌在市場上具有一定的競爭優(yōu)勢。 本文從顧客忠誠這一視角去研究企業(yè)的品牌競爭力,首先分析了顧客忠誠和品牌競爭力的關(guān)系,指出顧客忠誠是品牌競爭力的重要驅(qū)動(dòng)因素。其次從顧客忠誠角度去選取品牌競爭力的評價(jià)指標(biāo),構(gòu)建出了基于顧客忠誠的品牌競爭力評價(jià)指標(biāo)體系,同時(shí)從品牌競爭力評價(jià)指標(biāo)體系中的各指標(biāo)出發(fā),針對各個(gè)指標(biāo)提出了品牌競爭力的提升策略。最后選取西安筆記本電腦市場作為樣板進(jìn)行實(shí)證研究,根據(jù)本文所構(gòu)建的品牌競爭力的評價(jià)指標(biāo)體系,運(yùn)用層次分析法對西安筆記本電腦市場的六個(gè)代表性品牌的品牌競爭力進(jìn)行量化分析。 通過理論研究表明,顧客忠誠對企業(yè)獲取品牌競爭優(yōu)勢具有非常大的作用;構(gòu)建出基于顧客忠誠的品牌競爭力評價(jià)指標(biāo)體系:指出企業(yè)不但要強(qiáng)化品牌意識,而且還應(yīng)該通過對體系中各指標(biāo)的優(yōu)化提升以實(shí)現(xiàn)品牌競爭力的整體提升。通過實(shí)證分析得到各指標(biāo)對品牌競爭力的相對影響程度,再結(jié)合消費(fèi)者調(diào)查問卷的數(shù)據(jù)計(jì)算得出在西安筆記本電腦市場上六個(gè)代表性品牌的品牌競爭力排名。
[Abstract]:With the arrival of the buyer's market, all kinds of goods in the market tend to be diversified and homogenized. On the one hand, consumers have more choice in purchasing goods, which makes enterprises pay more and more attention to the role of brands. On the other hand, the homogenization of products requires enterprises to pay enough attention to the needs of consumers and to produce products that consumers need on the basis of fully considering the needs of consumers. Only by fully considering the needs of customers, enterprises can provide customers with satisfactory products and services, thus it is possible to obtain customer loyalty to the brand and thus make the brand have a certain competitive advantage in the market. This paper studies the brand competitiveness of enterprises from the perspective of customer loyalty. Firstly, it analyzes the relationship between customer loyalty and brand competitiveness, and points out that customer loyalty is an important driving factor of brand competitiveness. Secondly, the evaluation index of brand competitiveness is selected from the customer loyalty perspective, and the evaluation index system of brand competitiveness based on customer loyalty is constructed. At the same time, the evaluation index system of brand competitiveness starts from each index system. Aiming at each index, the paper puts forward the strategy of promoting brand competitiveness. Finally, select Xi'an notebook computer market as a model for empirical research, according to the evaluation index system of brand competitiveness, This paper makes a quantitative analysis of brand competitiveness of six representative brands in Xi'an notebook computer market by using the Analytic hierarchy process (AHP). Through theoretical research, it is shown that customer loyalty plays a very important role in obtaining brand competitive advantage, and the evaluation index system of brand competitiveness based on customer loyalty is constructed. It is pointed out that enterprises should not only strengthen brand awareness, but also build up a brand competitiveness evaluation index system based on customer loyalty. Moreover, we should improve the overall competitiveness of the brand through the optimization and promotion of each index in the system. Through the empirical analysis of the relative impact of each index on brand competitiveness, combined with the data of the consumer questionnaire to calculate the brand competitiveness of six representative brands in Xi'an notebook computer market.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 張營利;基于體驗(yàn)營銷的服裝品牌終端競爭力研究[D];東華大學(xué);2011年

，

本文編號：2270819