本文選題：品牌形象　切入點：感知價值　出處：《華南理工大學(xué)》2013年碩士論文

【摘要】：中國經(jīng)濟的騰飛帶來了我國民眾生活水平的提高，健康生活觀念的增強也使運動成為了廣大群眾日常生活中必不可少的重要組成部分，，可以說，運動鞋已經(jīng)成為了大眾的生活必需品，強大的需求使我國的運動鞋行業(yè)還有很大的市場發(fā)展空間。而與此同時，國內(nèi)外眾多運動鞋品牌的競爭也日益激烈。當(dāng)前，不同的運動鞋產(chǎn)品之間的功能差別已經(jīng)不大，產(chǎn)品日益同質(zhì)化，品牌成為了運動鞋公司的核心競爭力，而在品牌形象的建設(shè)方面，我國的運動鞋品牌相對國外的運動鞋品牌則處于劣勢的地位。 在此背景下，本文以運動鞋消費群體為研究對象，構(gòu)建了以品牌形象的三個維度（公司形象、產(chǎn)品形象、使用者形象）為自變量、顧客感知價值為中介變量、消費者購買意愿為因變量的研究模型開展了實證研究。首先，本研究在大量回顧國內(nèi)外學(xué)者對品牌形象、感知價值和購買意愿的研究文獻的基礎(chǔ)上，論述了三者之間的相互關(guān)系，并借鑒了國內(nèi)外學(xué)者對于這三個變量的測量量表，開發(fā)出適合本研究的量表并對運動鞋消費群體進行問卷發(fā)放和回收，整理數(shù)據(jù)并對數(shù)據(jù)進行了描述性統(tǒng)計分析、信度和效度分析、相關(guān)分析、結(jié)構(gòu)方程檢驗以及中介作用分析，最終得出結(jié)論，即：品牌形象中的三個維度，即公司形象、產(chǎn)品形象、使用者形象都對顧客感知價值以及消費者購買意愿有顯著的正向影響；顧客感知價值對消費者購買意愿有顯著的正向影響；感知價值在公司形象、產(chǎn)品形象、使用者形象與消費者購買意愿之間起完全中介的作用。 最后，本文根據(jù)實證研究的結(jié)果，給運動鞋品牌公司在品牌形象建設(shè)工作方面提出了以下幾條建議以供思考，包括有：1.改善零售店員工形象，建立良好的公司形象；2.優(yōu)化運動鞋產(chǎn)品設(shè)計，建立良好的產(chǎn)品形象；3.尋找合適的代言人，建立良好的使用者形象；4.創(chuàng)意營銷，塑造運動鞋的社會價值。
[Abstract]:The rapid development of China's economy has brought about an improvement in the living standards of our people, and the enhancement of the concept of healthy life has also made sports an indispensable and important part of the daily life of the broad masses.Sports shoes have become the necessities of life, the strong demand for sports shoes industry in our country still has a lot of market development space.At the same time, many domestic and foreign sports shoes brand competition is increasingly fierce.At present, the functional difference between different sports shoes products has not been big, the products are increasingly homogenized, brand has become the core competitiveness of sports shoes companies, and in the building of brand image,The brand of sneaker of our country is inferior to the brand of sneaker of foreign country.Under this background, this article takes the sports shoes consumer group as the research object, constructs takes the brand image three dimensions (the company image, the product image, the user image) as the independent variable, the customer perception value is the intermediary variable.An empirical study was conducted on the dependent variables of consumer willingness to buy.First of all, based on the review of domestic and foreign scholars' researches on brand image, perceived value and willingness to buy, the relationship between them is discussed, and the measurement scale of these three variables is used for reference.Developed a suitable scale for this study and issued and recovered the sports shoes consumer group, collated the data and carried out descriptive statistical analysis, reliability and validity analysis, correlation analysis, structural equation test and intermediary function analysis.The final conclusion is that: the three dimensions of brand image, that is, company image, product image, user image, have a significant positive impact on customer perceived value and consumer purchase intention;Customer perceived value has a significant positive impact on consumers' purchase intention, and perceived value plays a role as a complete intermediary between company image, product image, user image and consumer purchase intention.Finally, according to the results of empirical research, this paper puts forward the following suggestions for the brand image construction of sports shoes brand companies, including: 1.Improve the retail store employee image, establish a good corporate image.Optimize the design of sports shoes and establish a good product image.Looking for the appropriate spokesman, to establish a good user image.Creative marketing, shaping the social value of sports shoes.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.8

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