本文選題：模仿品牌　切入點：感知價值　出處：《鄭州大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著市場經(jīng)濟的快速發(fā)展,企業(yè)間競爭程度逐漸加劇,新產(chǎn)品上市也面臨著越來越大的困難,企業(yè)紛紛采用品牌模仿策略來應(yīng)對挑戰(zhàn)。品牌模仿策略不僅能降低企業(yè)新產(chǎn)品上市的風(fēng)險,還有助于打開銷路,拓寬市場。因此,模仿品牌逐漸出現(xiàn)在各種產(chǎn)品領(lǐng)域,而品牌模仿也成為市場的一種常態(tài)。在此背景下,從感知價值角度研究消費者模仿品牌購買意愿,不僅可以豐富感知價值及購買意愿理論,也具有一定的現(xiàn)實意義。該研究在國內(nèi)外相關(guān)文獻研究的基礎(chǔ)上,以感知價值為切入點,以模仿品牌為研究對象,將感知質(zhì)量、感知成本、感知風(fēng)險作為感知價值前因,把感知價值劃分為功能價值、情感價值、社會價值三個維度,將消費者知識引入并作為調(diào)節(jié)變量,構(gòu)建感知價值對模仿品牌購買意愿影響的理論模型,并提出研究假設(shè)。該研究運用SPSS21.0對所收集的289份有效問卷進行數(shù)據(jù)統(tǒng)計與分析,并逐一對假設(shè)進行驗證,結(jié)果表明:(1)感知質(zhì)量對感知價值具有正影響,感知成本和感知風(fēng)險對感知價值具有負影響;(2)感知質(zhì)量對模仿品牌購買意愿具有正影響,感知成本和感知風(fēng)險對模仿品牌購買意愿具有負影響;(3)感知價值及其各維度對模仿品牌購買意愿具有正影響;(4)消費者知識對感知價值及其各維度與模仿品購買意愿之間關(guān)系具有調(diào)節(jié)作用�；谏鲜鼋Y(jié)論,該研究提出了提高消費者感知價值及模仿品牌購買意愿的建議,為我國模仿品牌企業(yè)提供了理論指導(dǎo)。該研究拓寬了感知價值與購買意愿的研究領(lǐng)域,有助于模仿品牌企業(yè)制定符合自身發(fā)展的營銷策略,樹立顧客價值導(dǎo)向,注重產(chǎn)品創(chuàng)新,從而使企業(yè)從模仿到創(chuàng)新,進而走出模仿;同時,該研究也為領(lǐng)導(dǎo)品牌更好地制定品牌保護和防御策略,實施品牌監(jiān)管,鞏固擴大市場份額提供參考依據(jù)。
[Abstract]:With the rapid development of the market economy, the degree of competition among enterprises is becoming more and more serious, and the new products are facing more and more difficulties. Enterprises have adopted brand imitation strategy to meet the challenge. Brand imitation strategy can not only reduce the risk of new products, but also help to open up the market and broaden the market. In this context, the study of consumers' desire to imitate brand purchase from the perspective of perceived value can not only enrich the theory of perceived value and purchase intention, but also become the norm of the market. On the basis of the domestic and foreign literature research, this study takes perceived value as the breakthrough point, imitates the brand as the research object, takes the perception quality, the perception cost, the perceived risk as the perceptual value antecedent. The perceived value is divided into three dimensions: functional value, emotional value and social value, and the consumer knowledge is introduced as a regulating variable to construct the theoretical model of the influence of perceived value on the imitation brand purchase intention. The data of 289 valid questionnaires collected by SPSS21.0 were statistically analyzed and verified one by one. The results show that perceived quality has a positive effect on perceived value. Perceived cost and perceived risk have a negative impact on perceived value. Perceived cost and perceived risk have a negative impact on the purchase intention of imitated brand. (3) perceived value and its dimensions have a positive effect on the purchase intention of imitation brand. 4) consumers' knowledge has a positive impact on perceived value and its dimensions and purchase intention of imitation brand. The relationship between vows has a moderating effect. Based on the above conclusion, This study proposes some suggestions for improving consumer perceived value and imitating brand purchase intention, which provides theoretical guidance for Chinese imitating brand enterprises. This research broadens the research field of perceived value and purchase intention. It is helpful for imitating brand enterprises to formulate marketing strategies that conform to their own development, set up customer value orientation, pay attention to product innovation, so that enterprises can move from imitation to innovation, and then out of imitation; at the same time, The research also provides a reference for leading brands to better formulate brand protection and defense strategies, implement brand supervision, and consolidate and expand market share.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2;F713.55

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