本文選題：品牌權(quán)益　切入點(diǎn)：品牌競(jìng)爭(zhēng)力　出處：《蘭州理工大學(xué)》2013年碩士論文

【摘要】：我國(guó)已經(jīng)成為世界上最大的運(yùn)動(dòng)鞋生產(chǎn)國(guó)、出口國(guó)和消費(fèi)國(guó)之一。我國(guó)運(yùn)動(dòng)鞋產(chǎn)量占全球運(yùn)動(dòng)鞋總產(chǎn)量的60%以上,但運(yùn)動(dòng)鞋生產(chǎn)發(fā)展仍是以數(shù)量型增長(zhǎng)為主。迄今為止,我國(guó)眾多運(yùn)動(dòng)鞋類制造企業(yè)還沒(méi)能打造出一個(gè)既個(gè)性鮮明又能撥動(dòng)消費(fèi)者心弦的高知名度、美譽(yù)度、忠誠(chéng)度的國(guó)際強(qiáng)勢(shì)品牌,主要原因在于缺乏品牌競(jìng)爭(zhēng)力優(yōu)勢(shì)。因此,分析我國(guó)運(yùn)動(dòng)鞋類企業(yè)目前的品牌競(jìng)爭(zhēng)力現(xiàn)狀,準(zhǔn)確定位我國(guó)運(yùn)動(dòng)鞋類企業(yè)品牌競(jìng)爭(zhēng)力,著力提高我國(guó)運(yùn)動(dòng)鞋類企業(yè)品牌競(jìng)爭(zhēng)力是當(dāng)務(wù)之急。 品牌競(jìng)爭(zhēng)力是企業(yè)的品牌擁有或領(lǐng)先其他競(jìng)爭(zhēng)對(duì)手的獨(dú)特能力。品牌競(jìng)爭(zhēng)力的強(qiáng)弱在于品牌滿足消費(fèi)者需求的能力,從而在擴(kuò)大市場(chǎng)份額,獲取高額利潤(rùn)方面強(qiáng)于競(jìng)爭(zhēng)對(duì)手。品牌權(quán)益是顧客愿意為自己鐘愛(ài)的品牌支付超過(guò)產(chǎn)品本身的額外費(fèi)用,是為企業(yè)以往在品牌方面所作的營(yíng)銷努力而產(chǎn)生的賦予產(chǎn)品或服務(wù)的附加價(jià)值。它是側(cè)重于從消費(fèi)者角度出發(fā)對(duì)品牌價(jià)值的理解,同時(shí)又是品牌競(jìng)爭(zhēng)力的具體體現(xiàn)。本文從基于顧客的品牌權(quán)益出發(fā),結(jié)合品牌競(jìng)爭(zhēng)力中圍繞企業(yè)如何通過(guò)研究消費(fèi)者心理來(lái)提升品牌形象、建立品牌忠誠(chéng)度的相關(guān)指標(biāo),綜合提煉形成本文研究視角下的品牌競(jìng)爭(zhēng)力評(píng)價(jià)指標(biāo)體系,包括4個(gè)一級(jí)指標(biāo)(品牌忠誠(chéng)度、品牌聯(lián)想度、品牌美譽(yù)度、品牌知名度),6個(gè)二級(jí)指標(biāo)(消費(fèi)者評(píng)價(jià)、品牌共鳴、消費(fèi)者感覺(jué)、品牌形象、品牌顯著性、品牌績(jī)效)及24個(gè)三級(jí)指標(biāo)。依據(jù)指標(biāo)體系設(shè)計(jì)調(diào)研問(wèn)卷,對(duì)我國(guó)運(yùn)動(dòng)鞋類品牌競(jìng)爭(zhēng)力現(xiàn)狀進(jìn)行消費(fèi)者問(wèn)卷調(diào)查。運(yùn)用模糊層次分析法對(duì)調(diào)研數(shù)據(jù)進(jìn)行處理,從評(píng)價(jià)結(jié)果中得出我國(guó)運(yùn)動(dòng)鞋類品牌競(jìng)爭(zhēng)力大小的現(xiàn)狀排名及影響品牌競(jìng)爭(zhēng)力大小的各相關(guān)因素的強(qiáng)弱排名,即影響品牌競(jìng)爭(zhēng)力最強(qiáng)的是消費(fèi)者對(duì)該品牌的感覺(jué),其余因素(品牌績(jī)效、品牌形象、品牌共鳴、消費(fèi)者評(píng)價(jià)、品牌顯著性)的重要性依次遞減。最后根據(jù)對(duì)品牌競(jìng)爭(zhēng)力中各影響因素的分析,為提升我國(guó)運(yùn)動(dòng)鞋類品牌競(jìng)爭(zhēng)力提供有針對(duì)性的建議與對(duì)策。
[Abstract]:China has become the world's largest sports shoes producer, exporter and consumer one of the countries.The production of sports shoes in China accounts for more than 60% of the total output of sports shoes in the world, but the production and development of sports shoes is still mainly based on quantitative growth.Up to now, many sports shoes manufacturers in our country have not been able to create a strong international brand, which is not only distinctive in personality but also in the heart of consumers. The main reason lies in the lack of brand competitive advantage.Therefore, it is urgent to analyze the current situation of brand competitiveness of sports shoes enterprises in our country, to accurately locate the brand competitiveness of sports shoes enterprises in China, and to focus on improving the brand competitiveness of sports shoes enterprises in our country.Brand competitiveness is the unique ability of an enterprise's brand to own or lead other competitors.The strength of brand competitiveness lies in the ability of the brand to meet the needs of consumers, which is stronger than its competitors in expanding market share and obtaining high profits.Brand equity is the extra cost that customers are willing to pay for their beloved brands in excess of the product itself. It is the added value of the product or service that the enterprise has made in the past brand marketing efforts.It is focused on the understanding of brand value from the perspective of consumers, but also the specific embodiment of brand competitiveness.Based on the brand rights and interests of the customer, this paper focuses on how to improve the brand image and establish the brand loyalty index by studying the consumer psychology in the brand competitiveness.The evaluation index system of brand competitiveness is formed from the angle of view of this paper, including four first-level indexes (brand loyalty, brand association, brand reputation, brand popularity, six second-level indicators (consumer evaluation, brand resonance).Consumer perception, brand image, brand significance, brand performance) and 24 three-level indicators.According to the index system, the questionnaire is designed to investigate the competitive status of sports shoes brand in China.Using the fuzzy analytic hierarchy process (AHP) to process the investigation data, the present situation ranking of the competitive power of sports shoes brand in China and the rank of the relative factors influencing the competitiveness of the brand are obtained from the evaluation results.In other words, the most important factors (brand performance, brand image, brand resonance, consumer evaluation and brand significance) affect the competitiveness of the brand is the consumer's perception of the brand, and the importance of the other factors (brand performance, brand image, brand resonance, consumer evaluation, brand significance) decreases in turn.Finally, according to the analysis of the influencing factors of brand competitiveness, it provides some suggestions and countermeasures for improving the brand competitiveness of sports shoes in China.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.86

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