本文選題：消費(fèi)者　切入點(diǎn)：區(qū)域品牌　出處：《蘭州大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：區(qū)域品牌是產(chǎn)業(yè)集群發(fā)展到一定階段的產(chǎn)物,隨著產(chǎn)業(yè)集群的大范圍興起和發(fā)展,區(qū)域品牌也不斷地涌現(xiàn)出來(lái),成為某個(gè)地域標(biāo)志性的象征。因此,進(jìn)行基于消費(fèi)者的區(qū)域品牌資產(chǎn)量表的研究,不僅是理論研究的需要,在實(shí)踐中,通過(guò)此量表測(cè)試區(qū)域品牌資產(chǎn)的現(xiàn)狀,可以更好地了解區(qū)域品牌的發(fā)展?fàn)顩r,較快地提升區(qū)域品牌的知名度和美譽(yù)度,從而推動(dòng)整個(gè)產(chǎn)業(yè)集群的優(yōu)化升級(jí),促進(jìn)區(qū)域經(jīng)濟(jì)快速增長(zhǎng)。 本文基于消費(fèi)者的視角,采用文獻(xiàn)研究與實(shí)證研究相結(jié)合的方法,在大量文獻(xiàn)研究的基礎(chǔ)上,對(duì)區(qū)域品牌資產(chǎn)的內(nèi)涵、維度及變量間的相關(guān)關(guān)系進(jìn)行系統(tǒng)探討,進(jìn)而構(gòu)建了基于消費(fèi)者的區(qū)域品牌資產(chǎn)測(cè)量量表。在闡述研究背景、研究意義和研究方法的同時(shí),對(duì)基于消費(fèi)者的區(qū)域品牌、品牌資產(chǎn)和區(qū)域品牌資產(chǎn)三個(gè)方面的文獻(xiàn)進(jìn)行了全面綜述,并據(jù)此提出了本文對(duì)區(qū)域品牌資產(chǎn)概念的理解和研究思路；在充分集中和概括相關(guān)文獻(xiàn)中現(xiàn)有的區(qū)域品牌資產(chǎn)構(gòu)成維度的基礎(chǔ)上,通過(guò)對(duì)相關(guān)維度進(jìn)行內(nèi)涵解釋和概念比較,依據(jù)本人的研究視角和知識(shí)結(jié)構(gòu),對(duì)這些維度進(jìn)行剔除和補(bǔ)充,從而建立了區(qū)域品牌資產(chǎn)的初始量表；然后運(yùn)用實(shí)證研究方法,在問(wèn)卷調(diào)查的基礎(chǔ)上對(duì)量表進(jìn)行實(shí)證分析,通過(guò)指標(biāo)有效性分析、探索性因子分析、驗(yàn)證性因子分析和信度、效度分析,對(duì)不理想的指標(biāo)做了進(jìn)一步剔除,并對(duì)量表進(jìn)行再次驗(yàn)證,最終構(gòu)建了一個(gè)由六個(gè)維度和16個(gè)測(cè)項(xiàng)組成的區(qū)域品牌資產(chǎn)測(cè)量量表。最后,本文對(duì)基于消費(fèi)者的區(qū)域品牌資產(chǎn)測(cè)量量表的價(jià)值和應(yīng)用作出了說(shuō)明,以期進(jìn)一步深化區(qū)域品牌理論的研究,并為各地區(qū)域品牌實(shí)踐的發(fā)展提供指導(dǎo)。
[Abstract]:Regional brand is the product of industrial cluster development to a certain stage. With the rise and development of industrial cluster, regional brand has emerged constantly and become a regional symbol. The research of regional brand equity scale based on consumers is not only the need of theoretical research, but also can be used to test the status quo of regional brand equity in practice, so as to better understand the development of regional brand. Promote the popularity and reputation of the regional brand quickly, thus promote the optimization and upgrading of the entire industrial cluster, and promote the rapid growth of regional economy. Based on the perspective of consumers, this paper uses the method of combining literature research and empirical research, on the basis of a large number of literature studies, the connotation, dimensions and variables of regional brand equity are systematically discussed. Then, the regional brand equity measurement scale based on consumers is constructed. The research background, significance and research methods are expounded, and the regional brand based on consumers is also discussed. The literature on brand equity and regional brand equity is summarized, and based on this, the concept of regional brand equity is understood and studied in this paper. On the basis of fully concentrating and summarizing the existing dimensions of regional brand equity in relevant literature, through the connotation explanation and concept comparison of relevant dimensions, according to my research perspective and knowledge structure, These dimensions are eliminated and supplemented, and the initial scale of regional brand equity is established. Then the empirical research method is used to analyze the scale on the basis of questionnaire, and the validity of the index is analyzed. Exploratory factor analysis, confirmatory factor analysis, reliability and validity analysis, further eliminate the unsatisfactory indexes, and verify the scale again. Finally, a regional brand equity measurement scale consisting of six dimensions and 16 items is constructed. Finally, the value and application of the consumer-based regional brand equity measurement scale are illustrated. In order to further deepen the study of regional brand theory, and provide guidance for the development of regional brand practice.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F121.3;F273.2

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