本文選題：品牌延伸 + 典型相關(guān)分析　； 參考：《北京工業(yè)大學(xué)》2015年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)的持續(xù)發(fā)展,企業(yè)在市場(chǎng)中的競(jìng)爭(zhēng)越來(lái)越激烈,購(gòu)買者的消費(fèi)觀念也在不斷的發(fā)生變化。大多數(shù)消費(fèi)者不再是只看重產(chǎn)品的外觀或是服務(wù)的實(shí)用性,而是綜合考慮各方面因素后才做出購(gòu)買決策。企業(yè)需要通過(guò)不斷的推出新產(chǎn)品來(lái)滿足消費(fèi)者多樣化的需求。但是這一過(guò)程存在的風(fēng)險(xiǎn)和需要花費(fèi)的成本是巨大的。于是企業(yè)決策者們紛紛調(diào)整策略,通過(guò)提高自身的競(jìng)爭(zhēng)力來(lái)適應(yīng)經(jīng)濟(jì)全球化的趨勢(shì)。如何使企業(yè)在競(jìng)爭(zhēng)中能夠不被淘汰并不斷的成長(zhǎng),品牌延伸已成為很多企業(yè)保持可持續(xù)發(fā)展的重要策略之一。目前企業(yè)品牌延伸影響因素的研究大多是單一因素對(duì)品牌延伸的影響,沒(méi)有對(duì)多種因素的綜合影響進(jìn)行探討,或?qū)σ蛩亻g相互影響的描述過(guò)于寬泛。為了增加品牌延伸的成功率,企業(yè)進(jìn)行品牌延伸時(shí)應(yīng)該綜合考慮各種影響因素。典型相關(guān)分析,這是一種研究?jī)山M變量之間存在何種相關(guān)關(guān)系分析方法。它不但可以通過(guò)分析得出兩組變量之間的相關(guān)關(guān)系,也可以通過(guò)從兩組觀測(cè)變量中抽取起主要作用的公共因子來(lái)達(dá)到簡(jiǎn)化數(shù)據(jù)的目的,并且他還可以進(jìn)行自變量組對(duì)因變量組的預(yù)測(cè)。典型相關(guān)分析可以同時(shí)起到因素分析、相關(guān)分析回歸分析的效果。為此,在研究企業(yè)品牌延伸評(píng)價(jià)指標(biāo)及其影響因素的基礎(chǔ)上,運(yùn)用典型相關(guān)分析方法,通過(guò)對(duì)問(wèn)卷調(diào)查結(jié)果的定量分析,主要結(jié)論如下:第一:母品牌因素對(duì)企業(yè)品牌延伸的影響作用很大。其中的品牌信任和品牌聯(lián)想兩個(gè)維度顯著影響品牌延伸的效果。第二:營(yíng)銷環(huán)境因素對(duì)企業(yè)品牌延伸具有重要的影響作用。其中營(yíng)銷能力和目標(biāo)顧客兩個(gè)維度顯著影響品牌延伸效果。第三:消費(fèi)者因素對(duì)企業(yè)品牌延伸的影響作用很大。特別是消費(fèi)者因素里的顧客滿意和忠誠(chéng)與消費(fèi)者對(duì)延伸產(chǎn)品的接受程度兩個(gè)維度對(duì)品牌延伸效果有顯著影響。第四:在三個(gè)企業(yè)品牌延伸影響因素中,消費(fèi)者因素、營(yíng)銷環(huán)境因素、母品牌因素對(duì)企業(yè)品牌延伸的影響作用逐漸增大。三個(gè)因素之間也具有交互影響作用。營(yíng)銷環(huán)境因素對(duì)母品牌因素具有正面影響,母品牌因素和消費(fèi)者因素之間存在正向的相關(guān)關(guān)系。在企業(yè)品牌延伸的過(guò)程中,充分利用影響品牌延伸的因素,可避免資金、人力等方面的浪費(fèi),提高品牌延伸的成功率,達(dá)到穩(wěn)步提高本企業(yè)核心競(jìng)爭(zhēng)力的目的。
[Abstract]:With the continuous development of China's economy, the competition in the market is becoming more and more intense, and the consumer concept of the buyer is changing. Most consumers are no longer only looking at the appearance of the product or the utility of the service, but only after considering all aspects of the factors to make a purchase decision. The products come to meet the diverse needs of the consumer. However, the risks and costs of the process are huge. So the enterprise decision-makers have adjusted their strategies to adapt to the trend of economic globalization by improving their competitiveness. It has become one of the important strategies for many enterprises to maintain sustainable development. At present, most of the research on the influence factors of enterprise brand extension is the effect of single factor on brand extension, not the comprehensive influence on many factors, or the description of the mutual influence between factors is too broad. Brand extension should take into consideration all kinds of influence factors. Canonical correlation analysis, which is a method to analyze the correlation between the two groups of variables. It can not only analyze the correlation between the two groups of variables, but also get the common factors that take the main role from the two groups of observation variables. For the purpose of transforming the data, and he can also carry out the prediction of the dependent variable group by the independent variable group. The canonical correlation analysis can be used to analyze the factors at the same time and to analyze the effect of the regression analysis. On the basis of the study of the brand extension evaluation index and the influencing factors of the enterprise, the results of the typical correlation analysis method are applied to the questionnaire survey results. The main conclusions are as follows: First: the parent brand factor has a great impact on the enterprise brand extension. The two dimensions of brand trust and brand association significantly affect the effect of brand extension. Second: the marketing environment factors have an important effect on the enterprise brand extension. Among them, the marketing ability and the target customer are two dimensions. Third: consumer factors have a great impact on enterprise brand extension. In particular, customer satisfaction and loyalty in consumer factors and consumers' acceptance of extended products have a significant impact on the brand extension effect. Fourth: in the influence factors of the three enterprise brand extension, consumption Factors, marketing environment factors, the influence of the parent brand factors on the enterprise brand extension gradually increase. The three factors also have interaction effect. The marketing environment factors have a positive impact on the parent brand factors, and there is a positive correlation between the parent brand factors and the consumer factors. The use of the factors that affect brand extension can avoid the waste of capital and human resources, improve the success rate of brand extension, and achieve the goal of steadily improving the core competitiveness of the enterprise.
【學(xué)位授予單位】：北京工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F273.2

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相關(guān)期刊論文 前1條

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本文編號(hào)：1936561