本文關(guān)鍵詞： 消費(fèi)者視角 中國大米品牌形象 貝爾模型　出處：《哈爾濱商業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)全球化的快速發(fā)展,越來越多的外國大米品牌搶占中國大米市場,尤其是高端市場。在與外國大米品牌競爭時(shí),中國大米品牌形象不如外國大米品牌形象的問題非常明顯,這主要由于中國大米品質(zhì)參差不齊、大米企業(yè)規(guī)模小且雜亂以及零售商摻雜劣質(zhì)大米等原因造成的,這嚴(yán)重阻礙了中國大米品牌的健康發(fā)展。為了提升中國大米品牌競爭力,保障大米品牌的穩(wěn)健發(fā)展,研究如何提升中國大米品牌形象已成為亟需解決的問題。而提升中國大米品牌形象的關(guān)鍵在于準(zhǔn)確找到中國與外國大米品牌形象在哪些方面存在差距。通過對國內(nèi)外相關(guān)文獻(xiàn)的整理分析,以貝爾模型為基礎(chǔ),提出了基于消費(fèi)者視角的3維度大米品牌形象測量模型,并通過調(diào)研訪談等方式,確定了各維度中的測量指標(biāo)。在此基礎(chǔ)上采用結(jié)構(gòu)方程建模的方法,對大米品牌形象測量模型進(jìn)行了定量分析,驗(yàn)證了該模型的有效性。為了找到中國與外國大米品牌形象的具體差異,本文選取日本大米為對比對象,用已經(jīng)確定的大米品牌形象測量模型為測量工具,采取T檢驗(yàn)的方法,對比了中國與日本大米的品牌形象,并找到差異所在。其中,中國與日本大米品牌形象在產(chǎn)品形象維度和企業(yè)形象維度上存在著顯著差異,且均是日本大米品牌優(yōu)于中國大米品牌,其中產(chǎn)品形象維度中的大米感官指標(biāo)和企業(yè)形象維度中的企業(yè)生產(chǎn)環(huán)境指標(biāo)差異最大;中國與日本大米品牌形象在消費(fèi)者形象維度上差異不顯著。本文最后針對中國與日本大米品牌形象的具體差異,從產(chǎn)品層面、企業(yè)層面和政府層面三方面對提升中國大米品牌形象的具體措施提出了建議,為中國大米品牌形象提升研究提供新思路。
[Abstract]:With the rapid development of economic globalization, more and more foreign rice brands seize the Chinese rice market, especially the high-end market. The image of Chinese rice brand is not as good as that of foreign rice brand. This is mainly due to the uneven quality of rice in China, the small and messy scale of rice enterprises and the poor quality rice mixed by retailers. This seriously hinders the healthy development of Chinese rice brand. In order to enhance the competitiveness of Chinese rice brand and ensure the steady development of rice brand. It has become an urgent problem to study how to improve the image of Chinese rice brand. The key to improve the image of Chinese rice brand is to find out exactly what the gap exists between Chinese and foreign rice brand image. Analysis of internal and external literature. Based on Bell model, this paper puts forward a three-dimension model of measuring the brand image of rice based on consumer perspective, and through research and interview, and so on. On the basis of this, the quantitative analysis of rice brand image measurement model is carried out by using the method of structural equation modeling. In order to find out the difference between Chinese and foreign rice brand image, this paper selects Japanese rice as the contrast object and uses the established rice brand image measurement model as the measurement tool. Using the method of T test, this paper compares the brand image of Chinese rice and Japanese rice, and finds out the difference. Among them, there are significant differences in product image dimension and enterprise image dimension between Chinese and Japanese rice brand image. The Japanese rice brand is superior to the Chinese rice brand, among which the rice sensory index in the product image dimension and the enterprise production environment index in the enterprise image dimension have the biggest difference; There is no significant difference between Chinese and Japanese rice brand image in the dimension of consumer image. Finally, this paper aims at the specific differences between China and Japan rice brand image, from the product level. At the enterprise level and the government level, the author puts forward some suggestions on how to improve the brand image of rice in China, which provides a new idea for the research on the promotion of the brand image of rice in China.
【學(xué)位授予單位】：哈爾濱商業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F323.5

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