【摘要】：近年來，USP反復(fù)出現(xiàn)于各類營銷和廣告刊物上。USP理論相關(guān)的文章也頻繁出現(xiàn)，不管是在營銷還是廣告實踐領(lǐng)域，都引起了極大的反響。USP在我國市場上發(fā)展迅速，建立了相當(dāng)耀眼的功績，且方興未艾。USP理論在營銷領(lǐng)域提出之后，引起了國內(nèi)外很多學(xué)者的研究興趣。然而目前國內(nèi)外學(xué)者有關(guān)USP理論介紹性文章和結(jié)合具體實例介紹USP的文章較多，但對USP理論本身進(jìn)行研究的還很少，從實證的角度來研究USP理論的文章基本沒有。發(fā)展USP可以為企業(yè)帶來進(jìn)步，可以幫助顧客并引導(dǎo)企業(yè)的管理,為企業(yè)帶來大量的利潤。因此，對USP相關(guān)問題的深入研究具有重要的理論意義與實踐意義。 本研究在對以往研究成果系統(tǒng)回顧與梳理的基礎(chǔ)上從消費(fèi)者角度研究USP，提出USP感知對品牌形象和顧客購買意向的影響，以及品牌形象對顧客購買意向影響的關(guān)系模型。其中USP感知分為安全保證、知識學(xué)習(xí)、差異識別以及情感親近四個維度，品牌形象和購買意向作為單維度。本研究所設(shè)計問卷通過互聯(lián)網(wǎng)和人員兩種方式發(fā)放，回收問卷274份，通過篩選得到有效問卷242份。分析了數(shù)據(jù)的可靠性和有效性，并在此基礎(chǔ)上對本研究所提假設(shè)進(jìn)行了驗證。 實證結(jié)果顯示：USP感知安全保證、知識學(xué)習(xí)、情感親近維度對品牌形象具有顯著的正向影響。而USP感知差異識別維度對品牌形象具有顯著的負(fù)向影響。品牌形象對顧客購買意向具有顯著的正向影響。品牌形象在USP感知對顧客購買意向的影響中扮演著重要的中介作用。USP感知安全保證維度既可以直接影響顧客購買意向，還可以通過品牌形象來影響顧客購買意向。而USP感知知識學(xué)習(xí)、差異識別、情感親近維度雖然不能直接影響顧客購買意向，但可以通過影響品牌形象來影響顧客購買意向。最后根據(jù)研究結(jié)論，，提出了有針對性的營銷管理建議。
[Abstract]:In recent years, USP has repeatedly appeared in all kinds of marketing and advertising publications. USP theory related articles also appear frequently, whether in the field of marketing or advertising practice, have caused great reverberation. USP has developed rapidly in the Chinese market. It has established quite dazzling achievements, and after Fang Xingwei USP theory was put forward in the field of marketing, it has aroused the research interest of many scholars at home and abroad. However, there are many articles about USP theory and USP introduced by scholars at home and abroad, but there are few studies on USP theory itself, and there are few articles on USP theory from the empirical point of view. The development of USP can bring progress to enterprises, help customers and guide the management of enterprises, and bring a lot of profits to enterprises. Therefore, the in-depth study of USP related issues has important theoretical and practical significance. Based on the systematic review and combing of the previous research results, this study studies the influence of USP perception on brand image and customer purchase intention from the perspective of consumers, as well as the relationship model between brand image and customer purchase intention. USP perception is divided into four dimensions: security assurance, knowledge learning, difference recognition and emotional closeness. Brand image and purchase intention are single dimensions. In this study, the questionnaire was distributed through the Internet and personnel, 274 questionnaires were collected, and 242 valid questionnaires were obtained by screening. The reliability and validity of the data are analyzed, and the assumptions put forward in this study are verified. The empirical results show that the dimensions of USP perceptual security assurance, knowledge learning and emotional closeness have a significant positive impact on brand image. The dimension of USP perceptual difference recognition has a significant negative impact on brand image. Brand image has a significant positive impact on customer purchase intention. Brand image plays an important intermediary role in the influence of USP perception on customer purchase intention. USP perceived security guarantee dimension can not only directly affect customer purchase intention, but also affect customer purchase intention through brand image. However, USP perceptual knowledge learning, difference recognition and emotional closeness can not directly affect customer purchase intention, but can affect customer purchase intention by affecting brand image. Finally, according to the conclusions of the study, put forward targeted marketing management recommendations.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F224

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