本文關鍵詞： 品牌價值 品牌資產(chǎn) 模型構建 提升策略　出處：《天津商業(yè)大學》2017年碩士論文　論文類型：學位論文

【摘要】：隨著全球經(jīng)濟激烈競爭的白熱化程度加強,品牌作為一種新的競爭形式和競爭方法開始受到國內(nèi)外企業(yè)的廣泛關注。在現(xiàn)今的經(jīng)濟社會中,品牌的發(fā)展突飛猛進,成為企業(yè)的一種強有力的競爭武器,而品牌價值的大小也隨之成為企業(yè)在競爭中得勝的關鍵因素之一。有效的提升品牌價值,不僅能使企業(yè)在競爭中長久不衰,還能使企業(yè)在長期的發(fā)展中趨于穩(wěn)定。由于品牌價值依附于品牌資產(chǎn)的存在而存在,因此,將品牌資產(chǎn)作為基礎研究品牌價值,對如何提升品牌價值有著重要的作用。本文的研究目的主要是從品牌資產(chǎn)的角度進行分析乳制品品牌價值提升過程中的影響因素,以期通過企業(yè)所具有的品牌資產(chǎn)來提升品牌價值,為乳制品品牌價值提升提供有效的、合理的策略方案。針對研究特點,本文采取定性法對國內(nèi)外有關品牌資產(chǎn)和品牌價值的研究成果進行分析。同時,本文結合定量法開展實證研究。首先根據(jù)國內(nèi)外比較成熟的品牌價值和品牌資產(chǎn)測量量表設計本文實證所需的調(diào)查問卷,通過發(fā)放調(diào)查問卷獲取實證研究的一手數(shù)據(jù),并運用SPSS 22.0版統(tǒng)計軟件對一手數(shù)據(jù)進行相應的分析,驗證理論假設。依照研究結果,本文對乳制品企業(yè)如何從品牌資產(chǎn)的角度提升品牌價值提出了相應的策略方案,通過具體的措施幫助企業(yè)找到有效的提升途徑。首先,本文以管理企業(yè)自身的品牌資產(chǎn)為重點,分別從品牌的知名度、忠誠度、形象和感知質(zhì)量四個維度具體論述如何提升企業(yè)的品牌價值。其次,從宏觀市場的角度,尋求品牌價值的提升策略,分別從品牌戰(zhàn)略、品牌創(chuàng)新和品牌文化三個方面給出品牌價值提升的具體措施。本文的研究緊隨品牌營銷經(jīng)濟的發(fā)展,具有一定的創(chuàng)新性。首先,通過系統(tǒng)梳理品牌價值和品牌資產(chǎn)的相關理論,重新創(chuàng)建更加完善的品牌資產(chǎn)構成模型,探究品牌資產(chǎn)和品牌價值之間的聯(lián)系和影響程度。其次,通過實證分析論證企業(yè)的品牌資產(chǎn)維系品牌價值,并為乳制品品牌價值的提升提供了關鍵工具。品牌資產(chǎn)是品牌企業(yè)的一項必備資產(chǎn),將其作為切入點進行品牌價值提升策略的研究,可以為企業(yè)提供更加有效、更易實施的新策略。同時,還能使企業(yè)通過提升策略提高自身的品牌價值,為品牌企業(yè)在市場中增強競爭力提供了堅實的基礎。
[Abstract]:With the intensification of the fierce competition in the global economy, brand as a new form of competition and competition method began to be widely concerned by domestic and foreign enterprises. In today's economic society, the brand has developed by leaps and bounds. Become a kind of powerful competition weapon of the enterprise, and the size of the brand value also becomes one of the key factors that the enterprise wins in the competition, the effective promotion of the brand value, not only can make the enterprise in the competition in the long run, Because brand value is dependent on the existence of brand equity, brand equity is regarded as the basis of brand value research. The purpose of this paper is to analyze the influencing factors in the promotion of dairy brand value from the perspective of brand equity. In order to promote the brand value through the brand equity of the enterprise, and to provide effective and reasonable strategy for the promotion of dairy brand value, aiming at the characteristics of the research, This paper adopts qualitative method to analyze the research results of brand equity and brand value at home and abroad. First of all, according to the domestic and foreign mature brand value and brand equity measurement scale, the questionnaire is designed to obtain the primary data of the empirical research. According to the results of the research, this paper puts forward the corresponding strategy scheme of how to promote the brand value from the perspective of brand equity in dairy enterprises, using the statistical software of SPSS 22.0 to analyze the primary data and verify the theoretical hypothesis. Through specific measures to help enterprises find an effective way to promote. First, this paper focuses on the management of the enterprise's own brand assets, respectively from the brand awareness, loyalty, The four dimensions of image and perceived quality specifically discuss how to enhance the brand value of enterprises. Secondly, from the perspective of the macro market, to seek the promotion strategy of brand value, respectively from the brand strategy, Brand innovation and brand culture three aspects of specific measures to enhance brand value. This study follows the development of brand marketing economy, with a certain degree of innovation. First, through a systematic combing of brand value and brand equity related theory, To re-establish a more complete brand equity model, explore the relationship between brand equity and brand value and the degree of influence. Secondly, through empirical analysis to demonstrate the brand equity to maintain brand value, Brand equity is a necessary asset for brand enterprises, which can be used as a breakthrough point to study brand value promotion strategy, which can provide more effective for enterprises. At the same time, it also enables enterprises to improve their brand value through upgrading strategies, and provides a solid foundation for brand enterprises to enhance their competitiveness in the market.
【學位授予單位】：天津商業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F273.2;F426.82

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