本文關(guān)鍵詞： 感知質(zhì)量 顧客滿(mǎn)意 礦泉水品牌　出處：《南京財(cái)經(jīng)大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：我國(guó)礦泉水生產(chǎn)企業(yè)約1200多家，年銷(xiāo)售總額約476.8億元，年增長(zhǎng)25%以上。由于市場(chǎng)增長(zhǎng)快，利潤(rùn)高，境內(nèi)企業(yè)和國(guó)際跨國(guó)企業(yè)競(jìng)爭(zhēng)激烈，礦泉水市場(chǎng)已經(jīng)進(jìn)入多寡頭市場(chǎng)競(jìng)爭(zhēng)階段。在礦泉水這類(lèi)產(chǎn)品同質(zhì)化較高的市場(chǎng)中，品牌在競(jìng)爭(zhēng)中發(fā)揮的作用尤為關(guān)鍵。在境外礦泉水品牌和本土礦泉水品牌并行發(fā)展中，本土礦泉水品牌究竟處在什么態(tài)勢(shì)？本土礦泉水品牌如果加強(qiáng)品牌戰(zhàn)略，應(yīng)該在品牌建設(shè)的什么指標(biāo)上下工夫？能否通過(guò)消費(fèi)者感知質(zhì)量和消費(fèi)者滿(mǎn)意角度探索品牌建設(shè)路徑？能否依據(jù)現(xiàn)有品牌感知理論構(gòu)建量化衡量礦泉水品牌強(qiáng)弱的測(cè)定模型？本文選擇上述角度對(duì)礦泉水品牌感知進(jìn)行實(shí)證研究。本研究擴(kuò)寬了礦泉水行業(yè)的研究視角，為礦泉水企業(yè)提供了較為明確的感知質(zhì)量的提升路徑，對(duì)其快速提升品牌競(jìng)爭(zhēng)力，顧客滿(mǎn)意，增強(qiáng)競(jìng)爭(zhēng)優(yōu)勢(shì)提供了參考依據(jù)。 經(jīng)過(guò)專(zhuān)家打分對(duì)感知質(zhì)量五個(gè)維度賦權(quán)重的結(jié)果是有形性最高，占總體權(quán)重的51.66%，其次是保證性20.69%，移情性13.62%，可靠性8.03%，最低的是響應(yīng)性只有6%。對(duì)依云、冰露、娃哈哈和農(nóng)夫山泉四個(gè)礦泉水品牌感知質(zhì)量的比較結(jié)果是得分最高的是農(nóng)夫山泉3.57分，得分第二的是娃哈哈3.27分，位居第三是依云3.14分，排名最低的是冰露3.12分。農(nóng)夫山泉不僅僅綜合排名第一而且感知質(zhì)量五個(gè)維度中每個(gè)維度的得分基本處于領(lǐng)先的位置，擁有較絕對(duì)的品牌優(yōu)勢(shì)。從有形性方面，四個(gè)品牌的分差基本在產(chǎn)品質(zhì)量、產(chǎn)品宣傳以及產(chǎn)品價(jià)格三個(gè)問(wèn)項(xiàng)中，其他兩個(gè)問(wèn)項(xiàng)基本沒(méi)有差別；在可靠性方面，得分最高的依然是農(nóng)夫山泉，其次是依云、娃哈哈，最后是冰露，在這里依云超過(guò)娃哈哈躋身第二位；在保證性方面，四個(gè)品牌在保證性方面的排名是農(nóng)夫山泉、依云、娃哈哈、冰露，并且四個(gè)品牌之間的差距很小，不是很顯著；在響應(yīng)性方面，農(nóng)夫山泉和其他三個(gè)品牌相比只有微弱的優(yōu)勢(shì)，沒(méi)有較大差異；在移情性方面，，四個(gè)品牌的排名發(fā)生了一些變化，從高到低依次是農(nóng)夫山泉、冰露、娃哈哈以及依云。本次研究發(fā)現(xiàn)，在研究的四個(gè)礦泉水品牌中，本土品牌感知質(zhì)量并沒(méi)有低于國(guó)外品牌的礦泉水，并具有較大的優(yōu)勢(shì)。
[Abstract]:There are over 1, 200 mineral water production enterprises in China, with annual sales volume of about 47.68 billion yuan, with an annual increase of more than 25%. Due to the rapid market growth and high profits, domestic enterprises and international multinational enterprises are facing fierce competition. The mineral water market has entered the stage of multi-oligarch market competition. In the market with high homogeneity of mineral water products, brand plays a particularly important role in the competition. In the parallel development of overseas mineral water brand and local mineral water brand, What is the situation of the local mineral water brand? If the local mineral water brand strengthens the brand strategy, what target should be put into the brand construction? Can we explore the path of brand building from the perspective of consumer perceived quality and consumer satisfaction? Can we build a quantitative model to measure the strength of mineral water brand according to the existing brand perception theory? This study broadens the research perspective of mineral water industry, and provides a clear path to improve the perceived quality of mineral water enterprises, so as to improve the brand competitiveness quickly. Customer satisfaction, enhance competitive advantage to provide a reference basis. After experts rated the five dimensions of perceived quality as heavy, the result was the most tangible, accounting for 51.66% of the total weight, followed by assurance 20.6995, empathy 13.62, reliability 8.03, and the lowest was only 66.For Evian, ice dew, The comparison of perceived quality between Wahaha and Farmer Springs showed that the highest score was 3.57, the second was Wahaha 3.27, and the third was Evian 3.14. The lowest ranked was ice dew 3.12. Not only was Farmer Springs ranked first, but also the scores of each of the five dimensions of perceived quality were basically in the leading position, with absolute brand advantages. The difference between the four brands is basically in the three questions of product quality, product promotion and product price. The other two questions are basically no different. In terms of reliability, the highest score is still the Farmer Spring, followed by Evian and Wahaha. Finally, ice dew, where Evian overtook Wahaha as the second place; in terms of assurance, the four brands ranked as Farmer Springs, Evian, Wahaha, Ice Dew, and the gap between the four brands was very small. Not very significant; in terms of responsiveness, Farmer Springs have only a slight advantage over the other three brands, and there is no big difference. In terms of empathy, the ranking of the four brands has changed, from high to low to farmers' spring. Ice dew, Wahaha and Evian. This study found that the perceived quality of local brands is not lower than that of foreign brands, and has a great advantage.
【學(xué)位授予單位】：南京財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.82;F274

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