發(fā)布時(shí)間：2019-04-26 22:25

【摘要】： 二十一世紀(jì)的市場競爭主要是品牌的競爭,而品牌背后的競爭是品牌形象的競爭。品牌形象建設(shè)是增強(qiáng)消費(fèi)者對品牌的滿意度和忠誠度,提升品牌資產(chǎn)價(jià)值的前提和基礎(chǔ),是品牌資產(chǎn)的驅(qū)動(dòng)要素。在品牌形象建設(shè)過程中,需要考慮到消費(fèi)者這一變量,一個(gè)得不到消費(fèi)者認(rèn)同的品牌是不可能在消費(fèi)者心目中留有深刻印象,更不可能繼續(xù)存活在市場中,而且隨著企業(yè)間競爭的加劇和全球化的迅猛發(fā)展,消費(fèi)者的角色發(fā)生了重大變化,從以前純粹的被動(dòng)接受者轉(zhuǎn)為現(xiàn)在企業(yè)的合作者和價(jià)值的締造者,也就是說消費(fèi)者的地位正變得比任何時(shí)候都重要。所以,本文將選擇消費(fèi)者的角度對品牌形象進(jìn)行研究。 本文從品牌、品牌形象的基礎(chǔ)理論出發(fā),通過對國內(nèi)外相關(guān)理論研究成果的比較、梳理,從理論上確立了品牌、品牌形象的內(nèi)涵。從品牌構(gòu)成角度出發(fā),以消費(fèi)者作為變量,提出了基于消費(fèi)者的品牌形象構(gòu)建模型及假設(shè)。針對假設(shè)問題,運(yùn)用李克特五級量表法設(shè)計(jì)出調(diào)查問卷,并通過抽樣調(diào)查對蘭州市消費(fèi)者進(jìn)行問卷調(diào)查,經(jīng)過對問卷的收回與整理,運(yùn)用統(tǒng)計(jì)分析軟件SPSS13.0進(jìn)行數(shù)據(jù)分析與處理,證明假設(shè)的真實(shí)性、可靠性、普遍性,并依據(jù)結(jié)果進(jìn)行模型檢驗(yàn)。最后指出本項(xiàng)研究的創(chuàng)新點(diǎn)、難點(diǎn)以及未來研究方向,以期為企業(yè)進(jìn)行品牌形象塑造提供參考依據(jù)。
[Abstract]:The market competition in the 21 century is mainly the competition of the brand, and the competition behind the brand is the competition of the brand image. The construction of brand image is the premise and foundation of enhancing consumer's satisfaction and loyalty to brand and promoting the value of brand equity, and is the driving factor of brand equity. In the process of brand image construction, it is necessary to take into account the variable of consumer. A brand that is not recognized by consumers is impossible to be impressed in consumers' minds, let alone to survive in the market. And with the intensification of competition among enterprises and the rapid development of globalization, the role of consumers has changed greatly, from a purely passive recipient to a cooperator and value creator of today's enterprises. In other words, the status of consumers is becoming more important than ever. Therefore, this paper will choose the perspective of consumers to study the brand image. Starting from the basic theory of brand and brand image, by comparing and combing the related theoretical research results at home and abroad, this paper establishes the connotation of brand and brand image in theory. From the point of view of brand composition, this paper puts forward the model and hypothesis of brand image construction based on consumers. In order to solve the hypothetical problem, a questionnaire was designed by using the Likert five-level scale method, and a sample survey was conducted to investigate the consumers in Lanzhou, and the questionnaire was collected and sorted out through the collection and arrangement of the questionnaire. The statistical analysis software SPSS13.0 is used to analyze and process the data to prove the authenticity, reliability and universality of the hypothesis, and to test the model according to the results. Finally, the paper points out the innovation, difficulty and future research direction of this research, in order to provide reference basis for enterprises to build brand image.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 白曉玉;;產(chǎn)品召回對品牌形象的影響研究——以我國轎車產(chǎn)品為例[J];中國市場;2011年23期

相關(guān)碩士學(xué)位論文 前6條

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3 阮彩霞;品牌童裝風(fēng)格形象認(rèn)同度研究[D];東華大學(xué);2010年

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5 周明;中國互聯(lián)網(wǎng)企業(yè)品牌延伸、消費(fèi)者評價(jià)與品牌形象的關(guān)系研究[D];浙江大學(xué);2012年

6 王鵬;李寧品牌形象對大學(xué)生購買行為傾向影響的實(shí)證研究[D];福建師范大學(xué);2012年

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本文編號：2466443