本文選題：店鋪形象 + 品牌認(rèn)知��； 參考：《東北財(cái)經(jīng)大學(xué)》2010年碩士論文

【摘要】：實(shí)踐證明,顧客的品牌認(rèn)知度的高低關(guān)系到企業(yè)對(duì)顧客的吸引、維系與保留,影響到企業(yè)的顧客競(jìng)爭(zhēng)力。消費(fèi)者的品牌認(rèn)知度可以給企業(yè)一種強(qiáng)烈的信號(hào),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(rèn)知度的復(fù)雜性決定了其一般不被輕易量化測(cè)量。盡管企業(yè)為提高顧客的品牌認(rèn)知度采用了很多辦法,各種形式的廣告、花樣翻新的促銷(xiāo)手段,卻收效甚微。廣告的巨額費(fèi)用極大降低了企業(yè)的利潤(rùn)空間,促銷(xiāo)手段的同質(zhì)化,對(duì)顧客的吸引力日漸消弱。隨著顧客消費(fèi)觀念的變化和消費(fèi)水平的提高,顧客的品牌認(rèn)知度已經(jīng)不僅僅取決于顧客對(duì)商品本身的認(rèn)可以及對(duì)廣告和企業(yè)促銷(xiāo)的反應(yīng),價(jià)格、服務(wù)、便利性等因素也對(duì)顧客的品牌認(rèn)知產(chǎn)生重要影響。國(guó)內(nèi)外學(xué)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(chǎn)生了本文的店鋪形象對(duì)顧客品牌認(rèn)知度影響的實(shí)證研究。 本文采用問(wèn)卷調(diào)查法以及數(shù)據(jù)分析等方法對(duì)長(zhǎng)沙四家百貨商店進(jìn)行了調(diào)查研究,利用SPSS16對(duì)所取得的調(diào)查數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析、項(xiàng)目分析、因子分析,回歸分析,建立了店鋪形象對(duì)顧客品牌認(rèn)知度影響的模型。 本文總共分為為五大部分,包括緒論、文獻(xiàn)綜述、研究設(shè)計(jì)、數(shù)據(jù)分析、結(jié)論和營(yíng)銷(xiāo)啟示。本文首先對(duì)所研究的問(wèn)題進(jìn)行了闡述,在總結(jié)了前人研究成果的基礎(chǔ)上提出了本文的研究模型,在實(shí)際中然后選取長(zhǎng)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(biāo)調(diào)查商場(chǎng),對(duì)光臨這四家商場(chǎng)的顧客采用了隨機(jī)抽樣的方法進(jìn)行問(wèn)卷調(diào)查,并結(jié)合相關(guān)數(shù)據(jù)分析技術(shù),研究了店鋪形象和顧客品牌認(rèn)知度之間的關(guān)系。 本文認(rèn)為：店鋪形象整體對(duì)品牌認(rèn)知有著顯著地影響,細(xì)分各個(gè)變量可以發(fā)現(xiàn)：店鋪形象中的商品因子、價(jià)格因子、服務(wù)因子是對(duì)品牌認(rèn)知各個(gè)維度影響較大的三個(gè)因子,在本文的四組回歸分析當(dāng)中它們分別被引入了三次,說(shuō)明這三類(lèi)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(dāng)中出現(xiàn)了兩次,相比較前面的三類(lèi)因子,作用弱于它們。 本文的創(chuàng)新之處在于,以往對(duì)店鋪形象的研究側(cè)重于店鋪形象維度的研究或者側(cè)重于店鋪形象對(duì)顧客忠誠(chéng)和購(gòu)買(mǎi)意向的研究,對(duì)品牌資產(chǎn)的另外一個(gè)重要方面——品牌認(rèn)知度的影響研究則是比較少,本文的寫(xiě)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(guān)系,豐富店鋪形象和品牌認(rèn)知度的研究。提出店鋪形象對(duì)顧客品牌認(rèn)知度作用機(jī)理的研究模型,在以往的研究中比較少見(jiàn),并且選擇百貨商店進(jìn)行實(shí)證研究,增強(qiáng)了文章的針對(duì)性和現(xiàn)實(shí)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(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：F274

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