【摘要】：面對(duì)消費(fèi)者市場(chǎng)變化多端的需求以及同行競(jìng)爭(zhēng)者的崛起與追趕,越來越多的企業(yè)為了保持活力與長(zhǎng)遠(yuǎn)的發(fā)展,決定不再局限于原有的經(jīng)營(yíng)領(lǐng)域,而是將眼界放在了更寬更廣的市場(chǎng)。企業(yè)利用母品牌發(fā)布新產(chǎn)品是一個(gè)吸引人的成長(zhǎng)戰(zhàn)略,這種品牌延伸戰(zhàn)略借助母品牌的市場(chǎng)地位與穩(wěn)定的號(hào)召力,有效減少了營(yíng)銷費(fèi)用,節(jié)約了企業(yè)的資源,降低了新產(chǎn)品入市的風(fēng)險(xiǎn),同時(shí)有助于新產(chǎn)品迅速獲得消費(fèi)者的認(rèn)可及鞏固母品牌的地位。 在不同行業(yè)成功運(yùn)用品牌延伸策略延伸到其他領(lǐng)域的企業(yè)數(shù)不勝數(shù),然而品牌延伸策略并不是對(duì)每個(gè)企業(yè)都適用,一旦延伸沒有獲得消費(fèi)者的認(rèn)可,甚至?xí)斐赡钙放频钠放葡♂?產(chǎn)生嚴(yán)重的損失。所以弄清楚消費(fèi)者主要是基于哪些因素來進(jìn)行品牌延伸評(píng)價(jià)的以及各因素的影響程度如何,就顯得尤為重要。 本文選擇了服務(wù)業(yè)中的大型連鎖超市作為研究對(duì)象,在AK模型的基礎(chǔ)上,通過閱讀大量的中外文獻(xiàn),構(gòu)建出了從消費(fèi)者視角出發(fā)的影響品牌延伸評(píng)價(jià)的新的假設(shè)模型,模型中的影響因素包含消費(fèi)者對(duì)母品牌的感知質(zhì)量、延伸產(chǎn)品與母品牌產(chǎn)品之間的感知相似度、品牌忠誠(chéng)、消費(fèi)者的創(chuàng)新意識(shí)這四個(gè)變量,旨在通過實(shí)證研究這四個(gè)影響因素對(duì)家樂福延伸到物流和餐飲領(lǐng)域的品牌延伸評(píng)價(jià)的影響。本文利用SPSS statistics17.0對(duì)收集回來的調(diào)查問卷的數(shù)據(jù)進(jìn)行了相關(guān)分析和回歸分析,得出的結(jié)論是：母品牌的感知質(zhì)量、感知相似度、品牌忠誠(chéng)、創(chuàng)新意識(shí)都對(duì)品牌延伸評(píng)價(jià)具有顯著正向影響,其中感知相似度的影響程度最大。 最后本文提出了關(guān)于企業(yè)進(jìn)行品牌延伸的建議。企業(yè)在決定開展品牌延伸前,應(yīng)該立足于現(xiàn)狀,考慮是否具備延伸的能力以及如何有效利用品牌延伸評(píng)價(jià)的影響因素來進(jìn)行品牌延伸。
[Abstract]:In the face of the ever-changing demands of the consumer market and the rise and catch-up of competitors, more and more enterprises have decided not to limit themselves to the original business areas in order to maintain their vitality and long-term development. Instead, they put their horizons in a broader and broader market. It is an attractive growth strategy for enterprises to release new products by using their parent brand. This brand extension strategy can effectively reduce the marketing expenses and save the resources of the enterprise by virtue of the market position and stable appeal of the mother brand. It reduces the risk of new products entering the market, and helps new products to gain the recognition of consumers and consolidate the status of parent brand. The successful use of brand extension strategy in different industries to extend to other areas of the number of enterprises, but brand extension strategy is not applicable to every enterprise, once the extension has not been recognized by consumers, Even will cause the brand dilution of the mother brand, resulting in serious losses. Therefore, it is very important to find out which factors are the main factors to evaluate the brand extension and the influence of each factor. This paper chooses the large chain supermarkets in the service industry as the research object, on the basis of the AK model, through reading a lot of Chinese and foreign literature, it constructs a new hypothetical model to influence the brand extension evaluation from the perspective of consumers. The influencing factors in the model include the perceived quality of the consumer to the parent brand, the perceived similarity between the extended product and the product of the parent brand, brand loyalty, and the consumer's consciousness of innovation. The purpose of this paper is to study the impact of these four factors on the brand extension evaluation of Carrefour in the field of logistics and catering. Based on the correlation analysis and regression analysis of the questionnaire data collected by SPSS statistics17.0, the conclusions are as follows: the perceived quality, perceived similarity, brand loyalty of the parent brand. Innovation consciousness has a significant positive impact on brand extension evaluation, in which perceived similarity has the greatest impact. Finally, this paper puts forward some suggestions on brand extension. Before the enterprise decides to carry out brand extension, it should base itself on the status quo and consider whether it has the ability to extend and how to make effective use of the influencing factors of brand extension evaluation to carry out brand extension.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F719

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