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

【摘要】：中國(guó)經(jīng)濟(jì)的騰飛帶來(lái)了我國(guó)民眾生活水平的提高，健康生活觀念的增強(qiáng)也使運(yùn)動(dòng)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(shuō)，運(yùn)動(dòng)鞋已經(jīng)成為了大眾的生活必需品，強(qiáng)大的需求使我國(guó)的運(yùn)動(dòng)鞋行業(yè)還有很大的市場(chǎng)發(fā)展空間。而與此同時(shí)，國(guó)內(nèi)外眾多運(yùn)動(dòng)鞋品牌的競(jìng)爭(zhēng)也日益激烈。當(dāng)前，不同的運(yùn)動(dòng)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(yùn)動(dòng)鞋公司的核心競(jìng)爭(zhēng)力，而在品牌形象的建設(shè)方面，我國(guó)的運(yùn)動(dòng)鞋品牌相對(duì)國(guó)外的運(yùn)動(dòng)鞋品牌則處于劣勢(shì)的地位。 在此背景下，本文以運(yùn)動(dòng)鞋消費(fèi)群體為研究對(duì)象，構(gòu)建了以品牌形象的三個(gè)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(jià)值為中介變量、消費(fèi)者購(gòu)買意愿為因變量的研究模型開展了實(shí)證研究。首先，本研究在大量回顧國(guó)內(nèi)外學(xué)者對(duì)品牌形象、感知價(jià)值和購(gòu)買意愿的研究文獻(xiàn)的基礎(chǔ)上，論述了三者之間的相互關(guān)系，并借鑒了國(guó)內(nèi)外學(xué)者對(duì)于這三個(gè)變量的測(cè)量量表，開發(fā)出適合本研究的量表并對(duì)運(yùn)動(dòng)鞋消費(fèi)群體進(jìn)行問(wèn)卷發(fā)放和回收，整理數(shù)據(jù)并對(duì)數(shù)據(jù)進(jìn)行了描述性統(tǒng)計(jì)分析、信度和效度分析、相關(guān)分析、結(jié)構(gòu)方程檢驗(yàn)以及中介作用分析，最終得出結(jié)論，即：品牌形象中的三個(gè)維度，即公司形象、產(chǎn)品形象、使用者形象都對(duì)顧客感知價(jià)值以及消費(fèi)者購(gòu)買意愿有顯著的正向影響；顧客感知價(jià)值對(duì)消費(fèi)者購(gòu)買意愿有顯著的正向影響；感知價(jià)值在公司形象、產(chǎn)品形象、使用者形象與消費(fèi)者購(gòu)買意愿之間起完全中介的作用。 最后，本文根據(jù)實(shí)證研究的結(jié)果，給運(yùn)動(dòng)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(yùn)動(dòng)鞋產(chǎn)品設(shè)計(jì)，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(yíng)銷，塑造運(yùn)動(dòng)鞋的社會(huì)價(jià)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(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.8

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