本文關(guān)鍵詞： 老字號 品牌屬性 消費(fèi)者感知價值 品牌忠誠　出處：《浙江工商大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國消費(fèi)者人均可支配收入的逐年增長,消費(fèi)者不僅僅是單純的購物,而是越發(fā)看重消費(fèi)過程的"情緒體驗(yàn)"或"情感價值",即精神層面的滿足感,消費(fèi)高檔化、品牌化、體驗(yàn)化趨勢更加明顯,文化消費(fèi)、體驗(yàn)消費(fèi)備受消費(fèi)者青睞。2015年10月31日,中國人民大學(xué)創(chuàng)意產(chǎn)業(yè)技術(shù)研究院彭翊院長發(fā)布"中國文化消費(fèi)發(fā)展指數(shù)(2015)",2015年我國文化消費(fèi)綜合指數(shù)達(dá)81.2,同比增長2.53%。文化消費(fèi)能力、文化消費(fèi)水平指數(shù)、文化消費(fèi)滿意度指數(shù)整體呈上升趨向。我國老字號品牌眾多且兼具品質(zhì)與文化體驗(yàn)優(yōu)勢,然而在中國消費(fèi)市場蓬勃發(fā)展、消費(fèi)者群體不斷擴(kuò)大的背景下,大部分老字號企業(yè)市場表現(xiàn)不如人意,主要表現(xiàn)為現(xiàn)有客戶的流失以及市場份額逐漸縮減,品牌經(jīng)營狀況堪憂。如何復(fù)興老字號品牌、如何留住客戶以及如何培養(yǎng)忠誠客戶是各級政府管理部門、商貿(mào)研究機(jī)構(gòu)和廣大老字號企業(yè)共同關(guān)心的重大課題。因此,本文選擇這一研究主題在一定程度上具有理論和現(xiàn)實(shí)意義。本研究把老字號品牌屬性當(dāng)作解釋變量,顧客感知價值當(dāng)作中介變量,消費(fèi)者品牌忠誠當(dāng)作被解釋變量建立理論模型。通過梳理理論界關(guān)于老字號品牌屬性、顧客感知價值、消費(fèi)者品牌忠誠等相關(guān)文獻(xiàn),確定三個變量的定義、量表設(shè)計(jì)和相互關(guān)系。由于關(guān)于老字號品牌屬性的研究成果較少,本文將采用消費(fèi)者訪談法、成功老字號企業(yè)案例研究等質(zhì)化分析方法確定老字號品牌屬性的測量維度。本研究通過問卷星和實(shí)地紙質(zhì)問卷共回收問卷200份,其中178份為有效問卷。通過SPSS19.0對數(shù)據(jù)進(jìn)行分析處理得到以下結(jié)論:(1)老字號品牌屬性影響消費(fèi)者品牌忠誠,在品牌屬性兩個維度中,內(nèi)在屬性對消費(fèi)者品牌忠誠的影響作用最大,外在屬性的影響作用較小;(2)老字號內(nèi)在屬性有助于提升消費(fèi)者對老字號品牌的價值感知,特別是消費(fèi)者的情感性感知,從而影響消費(fèi)者的品牌忠誠行為。消費(fèi)者感知價值的三個維度在內(nèi)在屬性和消費(fèi)者品牌忠誠之間起中介作用。(3)功能性感知價值和情感性感知價值在老字號品牌的外在屬性和消費(fèi)者品牌忠誠之間起到中介作用,但是社會性感知的中介效應(yīng)不顯著。本文的研究結(jié)論能夠幫助老字號企業(yè)精準(zhǔn)抓住購買者的需求、動機(jī)和渴望獲得的感知價值,進(jìn)而制定有針對性的、操作性較強(qiáng)的品牌營銷創(chuàng)新對策。
[Abstract]:With the increase of per capita disposable income of consumers in China, consumers are paying more and more attention to the "emotional experience" or "emotional value" in the process of consumption, that is, spiritual satisfaction, consumption of high grade, and brand, not only simple shopping, but also more and more emphasis on the "emotional experience" or "emotional value" in the process of consumption. The trend of experiential consumption is more obvious. Cultural consumption and experiential consumption are favored by consumers. In October 31st 2015, Peng Yi, Dean of the Creative Industry and Technology Research Institute of Renmin University of China, released the "China Cultural consumption Development Index (CCDI)". In 2015, China's cultural consumption composite index reached 81.2, an increase of 2.53.Cultural consumption capacity and cultural consumption level index. The index of cultural consumption satisfaction is on the rise as a whole. There are many famous brands in China with both quality and cultural experience advantages. However, in the context of the booming consumer market in China and the expanding consumer groups, The market performance of most old and famous enterprises is not satisfactory, mainly because of the loss of existing customers, the gradual shrinking of market share, and the worrying situation of brand management. How to retain customers and how to cultivate loyal customers is a major issue of common concern to government management departments at all levels, trade research institutions and the vast number of established enterprises. To a certain extent, this study takes the brand attribute of the old brand as the explanatory variable and the customer perceived value as the intermediary variable. The theoretical model of consumer brand loyalty is established as an explanatory variable. The definition of three variables is determined by combing the relevant literature on brand attributes, customer perceived value, consumer brand loyalty and so on in the theoretical circle. Design of the scale and relationship. Because of the lack of research on the brand attributes of old brands, this paper will adopt the method of consumer interview. In this study, 200 questionnaires were collected by questionnaire star and field paper questionnaire. Through the analysis and processing of the data by SPSS19.0, the following conclusions are drawn: (1) the brand attributes of the old brands affect the brand loyalty of consumers. In the two dimensions of brand attributes, the influence of the intrinsic attributes on the brand loyalty of consumers is the greatest. The influence of external attributes is smaller than that of old brands. (2) the intrinsic attributes of old brands help to enhance consumers' perception of the value of old brands, especially the emotional sensibility of consumers. The three dimensions of consumer perceived value play an intermediary role between intrinsic attributes and consumer brand loyalty. External attributes and consumer brand loyalty play an intermediary role, However, the intermediary effect of social perception is not significant. The research results of this paper can help the established enterprises to accurately grasp the perceived value of buyers' needs, motives and aspirations, and then formulate targeted ones. Strong operational brand marketing innovation countermeasures.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2

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