本文選題：自有品牌　切入點(diǎn)：商店形象　出處：《南京大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著零售業(yè)態(tài)的不斷變革,發(fā)展自有品牌越來越成為零售商差異化競(jìng)爭(zhēng)、提升對(duì)制造商議價(jià)能力的重要戰(zhàn)略之一。為了塑造更好地企業(yè)形象、吸引高端客戶和提高利潤(rùn),零售商自有品牌定位逐漸從傳統(tǒng)的低質(zhì)低價(jià)向開發(fā)高端型自有品牌轉(zhuǎn)型,如沃爾瑪?shù)腟am's Choice,屈臣氏的Watsons Water系列等。高端型自有品牌質(zhì)量精良,定價(jià)也趨同甚至高于主流制造商品牌,但是由于我國(guó)自有品牌尤其是高端型自有品牌的發(fā)展具有起步晚、發(fā)展慢的特點(diǎn),很多消費(fèi)者對(duì)自有品牌的認(rèn)知尚且停留在低質(zhì)低價(jià)的狀態(tài)。如何通過營(yíng)銷策略提升高端型自有品牌產(chǎn)品的感知質(zhì)量,感知質(zhì)量的提高能否增強(qiáng)消費(fèi)者為高端型自有品牌溢價(jià)支付的意愿,是自有品牌發(fā)展的關(guān)鍵問題,具有非常重要的研究意義和現(xiàn)實(shí)意義。本文在文獻(xiàn)回顧和理論推導(dǎo)的基礎(chǔ)上,以零售商商店形象和廣告投入為自變量,自有品牌-制造商品牌感知質(zhì)量差距為中介變量,消費(fèi)者自有品牌溢價(jià)支付意愿為因變量,消費(fèi)者自有品牌產(chǎn)品知識(shí)為調(diào)節(jié)變量構(gòu)建理論模型,借鑒國(guó)內(nèi)外成熟量表進(jìn)行問卷設(shè)計(jì),通過線上和線下的問卷發(fā)放共獲得有效問卷209份。實(shí)證檢驗(yàn)的結(jié)果表明,商店形象和廣告投入二者都會(huì)負(fù)向影響自有品牌-制制造商感知質(zhì)量差距,且二者存在交互作用,感知質(zhì)量差距會(huì)負(fù)向影響消費(fèi)者溢價(jià)支付意愿,產(chǎn)品知識(shí)對(duì)前者的關(guān)系具有負(fù)向調(diào)節(jié)作用。在此基礎(chǔ)之上,我們?yōu)榱闶凵套杂衅放频陌l(fā)展戰(zhàn)略提出了相應(yīng)的研究建議,并反思了本研究的不足之處,為未來研究提供了一些思路和展望。
[Abstract]:With the constant change of retail business, the development of private brand has become one of the most important strategies for retailers to compete differently and enhance the bargaining power of manufacturers. In order to create a better corporate image, attract high-end customers and increase profits, The positioning of retailer's own brand is gradually changing from the traditional low quality and low price to the development of high-end own brand, such as Wal-Mart 's Sam's Choice, Watsons' Watsons Water series and so on. Pricing tends to be even higher than mainstream manufacturer brands. However, the development of private brands in China, especially high-end brands, has the characteristics of late start and slow development. Many consumers' cognition of their own brand is still in the state of low quality and low price. How to improve the perceived quality of high-end private brand products through marketing strategy, Whether the improvement of perceived quality can enhance consumers' willingness to pay premium for high-end private brands is a key issue in the development of private brands, which is of great significance and practical significance. Taking the retail store image and advertising investment as independent variables, the perceived quality gap between private brand and manufacturer brand as the intermediary variable, the consumer's willingness to pay the premium of its own brand as the dependent variable. The consumer's knowledge of owner-brand products is used as a regulating variable to construct a theoretical model. The questionnaire is designed by using domestic and foreign mature scales for reference. 209 valid questionnaires are obtained through online and offline questionnaire distribution. The empirical results show that 209 questionnaires are valid. Both store image and advertising investment will negatively affect the perceived quality gap between the private brand and manufacturer, and the perceived quality gap will negatively affect the willingness of consumers to pay at a premium, and the perceived quality gap will negatively affect the consumer's willingness to pay at a premium. Product knowledge has a negative effect on the relationship of the former. On this basis, we put forward the corresponding research suggestions for the development strategy of retailers' own brand, and reflect on the shortcomings of this study. It provides some ideas and prospects for future research.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.2;F713.8;F273.2;F713.55
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本文編號(hào)：1639943