本文選題：店鋪形象 + 品牌認知�。� 參考：《東北財經大學》2010年碩士論文

【摘要】：實踐證明,顧客的品牌認知度的高低關系到企業(yè)對顧客的吸引、維系與保留,影響到企業(yè)的顧客競爭力。消費者的品牌認知度可以給企業(yè)一種強烈的信號,就是他或她將忠于該企業(yè)還是拋棄該企業(yè),而顧客品牌認知度的復雜性決定了其一般不被輕易量化測量。盡管企業(yè)為提高顧客的品牌認知度采用了很多辦法,各種形式的廣告、花樣翻新的促銷手段,卻收效甚微。廣告的巨額費用極大降低了企業(yè)的利潤空間,促銷手段的同質化,對顧客的吸引力日漸消弱。隨著顧客消費觀念的變化和消費水平的提高,顧客的品牌認知度已經不僅僅取決于顧客對商品本身的認可以及對廣告和企業(yè)促銷的反應,價格、服務、便利性等因素也對顧客的品牌認知產生重要影響。國內外學者的研究表明,以上諸因素屬于企業(yè)店鋪形象的維度,基于此而產生了本文的店鋪形象對顧客品牌認知度影響的實證研究。 本文采用問卷調查法以及數據分析等方法對長沙四家百貨商店進行了調查研究,利用SPSS16對所取得的調查數據進行描述性統(tǒng)計分析、項目分析、因子分析,回歸分析,建立了店鋪形象對顧客品牌認知度影響的模型。 本文總共分為為五大部分,包括緒論、文獻綜述、研究設計、數據分析、結論和營銷啟示。本文首先對所研究的問題進行了闡述,在總結了前人研究成果的基礎上提出了本文的研究模型,在實際中然后選取長沙四家百貨商店——東方百聯(lián)、新世界百貨、平和堂、王府井作為目標調查商場,對光臨這四家商場的顧客采用了隨機抽樣的方法進行問卷調查,并結合相關數據分析技術,研究了店鋪形象和顧客品牌認知度之間的關系。 本文認為：店鋪形象整體對品牌認知有著顯著地影響,細分各個變量可以發(fā)現(xiàn)：店鋪形象中的商品因子、價格因子、服務因子是對品牌認知各個維度影響較大的三個因子,在本文的四組回歸分析當中它們分別被引入了三次,說明這三類因子的作用較大,而氛圍因子和便利性因子在本文的回歸分析當中出現(xiàn)了兩次,相比較前面的三類因子,作用弱于它們。 本文的創(chuàng)新之處在于,以往對店鋪形象的研究側重于店鋪形象維度的研究或者側重于店鋪形象對顧客忠誠和購買意向的研究,對品牌資產的另外一個重要方面——品牌認知度的影響研究則是比較少,本文的寫作也正是基于此目的,期望從中發(fā)現(xiàn)發(fā)現(xiàn)兩者之間的具體關系,豐富店鋪形象和品牌認知度的研究。提出店鋪形象對顧客品牌認知度作用機理的研究模型,在以往的研究中比較少見,并且選擇百貨商店進行實證研究,增強了文章的針對性和現(xiàn)實意義。
[Abstract]:Practice has proved that the level of customer brand awareness is related to the enterprise to attract, maintain and retain customers, and affect the customer competitiveness of enterprises. The consumer's brand awareness can give a strong signal that he or she will be loyal to the enterprise or abandon the enterprise, and the complexity of customer brand awareness determines that it is not easily quantified. Although the enterprise has adopted many methods to improve the customer's brand recognition, the various forms of advertisement, the promotion method of the pattern renovation, but has little effect. The huge cost of advertising greatly reduces the profit space of the enterprise, the homogeneity of the means of promotion, and the weakening of the attraction to the customers. With the change of customer's consumption concept and the improvement of consumption level, the customer's brand recognition is not only dependent on the customer's recognition of the goods itself and the reaction to advertising and enterprise promotion, price, service, etc. Convenience and other factors also have an important impact on the brand awareness of customers. The research of domestic and foreign scholars shows that the above factors belong to the dimension of the enterprise store image, based on which the empirical study on the influence of the store image on the customer brand recognition is made. In this paper, four department stores in Changsha were investigated by questionnaire survey and data analysis, and descriptive statistical analysis, item analysis, factor analysis and regression analysis were carried out with SPSS16. The model of the effect of store image on customer brand recognition is established. This paper is divided into five parts, including introduction, literature review, research design, data analysis, conclusions and marketing inspiration. In this paper, the research model is put forward on the basis of summarizing the previous research results. In practice, four department stores in Changsha-Dongfang Bailian, New World Department Store, Peace Hall, are selected. Wangfujing is the target of the shopping mall. The random sampling method is used to investigate the relationship between the store image and the brand recognition. This paper holds that the store image as a whole has a significant impact on brand cognition, and it can be found that the commodity factor, price factor and service factor in store image are the three factors that have great influence on the brand cognition. In the four groups of regression analysis in this paper, they were introduced three times respectively, which shows that these three kinds of factors play a more important role, while the atmosphere factor and convenience factor appear twice in the regression analysis in this paper, comparing the former three kinds of factors. The effect is weaker than theirs. The innovation of this paper lies in the fact that the previous researches on store image focused on the dimension of store image or on store image's loyalty to customers and purchase intention. There are few studies on the influence of brand recognition, another important aspect of brand equity, and the purpose of this paper is to find out the concrete relationship between them. Rich store image and brand awareness research. This paper puts forward a research model of the mechanism of store image on customer brand recognition, which is rare in the past, and chooses department store for empirical research, which enhances the pertinence and practical significance of the article.
【學位授予單位】：東北財經大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F274

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本文編號：1946766