本文關(guān)鍵詞： 品牌資產(chǎn) 隱性需求 動(dòng)漫品牌 形成路徑 實(shí)證研究　出處：《天津財(cái)經(jīng)大學(xué)》2009年博士論文　論文類型：學(xué)位論文

【摘要】： 動(dòng)漫產(chǎn)業(yè)的價(jià)值增長(zhǎng)點(diǎn)是動(dòng)漫品牌。動(dòng)漫品牌是通過(guò)對(duì)原創(chuàng)作品中的經(jīng)典形象、符號(hào)和價(jià)值觀念進(jìn)行提煉,賦予品牌的核心內(nèi)涵,并運(yùn)用現(xiàn)代傳播思想和手段進(jìn)行品牌傳播和推廣。通過(guò)創(chuàng)建的動(dòng)漫品牌來(lái)擴(kuò)大品牌知名度,進(jìn)而通過(guò)品牌授權(quán),向動(dòng)漫衍生產(chǎn)品擴(kuò)散,使其品牌不斷增值。可以說(shuō)原創(chuàng)動(dòng)漫作品是其產(chǎn)業(yè)鏈的基礎(chǔ),而動(dòng)漫品牌是其市場(chǎng)開發(fā)的引擎。本文從品牌資產(chǎn)理論的演化邏輯和結(jié)構(gòu)解析著手,探求隱性需求與產(chǎn)出績(jī)效之間的邏輯關(guān)系。在對(duì)品牌資產(chǎn)相關(guān)文獻(xiàn)進(jìn)行回顧和評(píng)述之后,尋找研究的空白點(diǎn)和機(jī)會(huì)。運(yùn)用焦點(diǎn)組訪談技術(shù)和結(jié)構(gòu)建模的方法,從消費(fèi)者隱性需求出發(fā),探討其在品牌關(guān)系互動(dòng)和產(chǎn)出績(jī)效之間的關(guān)系。最后,建立基于消費(fèi)者隱性需求的品牌形象識(shí)別方法以及品牌資產(chǎn)形成的結(jié)構(gòu)路徑,明確進(jìn)一步研究的主題和方向。 本文首先著眼于動(dòng)漫品牌資產(chǎn)研究的現(xiàn)實(shí)背景、理論價(jià)值和邏輯框架的分析。本文主要從動(dòng)漫品牌形象提升的必要性以及品牌資產(chǎn)理論內(nèi)在邏輯整合的視角出發(fā),分析隱性需求認(rèn)知在品牌資產(chǎn)測(cè)量中的作用。首先分析了動(dòng)漫產(chǎn)業(yè)快速發(fā)展的趨勢(shì),指出動(dòng)漫品牌亟待價(jià)值提升和實(shí)現(xiàn)品牌的溢價(jià)效應(yīng),分析了動(dòng)漫品牌動(dòng)態(tài)成長(zhǎng)的現(xiàn)實(shí)意義。其次,本文對(duì)傳統(tǒng)的品牌資產(chǎn)理論進(jìn)行評(píng)述和反思,并指出應(yīng)從品牌資產(chǎn)內(nèi)在邏輯的演進(jìn)中,豐富品牌資產(chǎn)測(cè)量的內(nèi)涵,系統(tǒng)分析顧客心智的要素以及隱性需求動(dòng)機(jī)對(duì)品牌資產(chǎn)的影響。最后,說(shuō)明了本文的研究框架和研究的創(chuàng)新之處。 在品牌資產(chǎn)形成結(jié)構(gòu)中引入內(nèi)隱需求變量成為本文關(guān)注的焦點(diǎn)。文獻(xiàn)研究回顧與評(píng)析中首先通過(guò)理論回顧,分析了品牌資產(chǎn)測(cè)量的四個(gè)主要階段:即基于金融財(cái)務(wù)績(jī)效、產(chǎn)品市場(chǎng)產(chǎn)出、顧客品牌關(guān)系、隱性需求認(rèn)知等的品牌資產(chǎn)理論,對(duì)傳統(tǒng)的基于金融財(cái)務(wù)績(jī)效、產(chǎn)品市場(chǎng)產(chǎn)出和基于消費(fèi)者的品牌資產(chǎn)理論進(jìn)行綜述。其次,分析新品牌金字塔建構(gòu)中的相關(guān)隱性需求變量以及相關(guān)的理論和文獻(xiàn)所做出的貢獻(xiàn),系統(tǒng)地分析了隱性需求在品牌資產(chǎn)研究中的發(fā)展歷程以及關(guān)鍵的影響效果。最后,提出了本文研究的空白點(diǎn)和機(jī)會(huì)。 本文力圖結(jié)合定性的焦點(diǎn)組技術(shù)和定量的結(jié)構(gòu)建模技術(shù),對(duì)新品牌資產(chǎn)結(jié)構(gòu)進(jìn)行詮釋。在焦點(diǎn)組訪談中著重勾畫品牌隱性需求圖譜。本章首先運(yùn)用焦點(diǎn)組技術(shù),對(duì)動(dòng)漫品牌的隱性需求元素進(jìn)行識(shí)別,并根據(jù)參與者的特征進(jìn)行描述性統(tǒng)計(jì)分析。其次,針對(duì)顯性需求和隱性需求消費(fèi)者的配比樣本,進(jìn)行探索性分析;再次,提出隱性需求與傳統(tǒng)品牌資產(chǎn)影響因素的邏輯模型,以及調(diào)研樣本的選擇,進(jìn)行初步的模型設(shè)計(jì)。最后,考察了現(xiàn)有消費(fèi)者和潛在消費(fèi)者對(duì)于動(dòng)漫產(chǎn)品的隱性需求動(dòng)機(jī)差異,通過(guò)因子分析和純化分析,進(jìn)行結(jié)構(gòu)產(chǎn)品的隱性需求動(dòng)機(jī)差異和結(jié)構(gòu)建模,并對(duì)實(shí)證分析的結(jié)果進(jìn)行檢驗(yàn)。 在相關(guān)研究的基礎(chǔ)上,本文加強(qiáng)了基于內(nèi)隱需求的品牌資產(chǎn)形成機(jī)制研究及對(duì)未來(lái)研究方向進(jìn)行展望。首先,分析提升品牌資產(chǎn)價(jià)值的途徑以及不同調(diào)節(jié)因素對(duì)于品牌資產(chǎn)的影響。文章在末尾分析了消費(fèi)者隱性需求研究對(duì)于品牌資產(chǎn)理論的貢獻(xiàn),并對(duì)立足于動(dòng)漫產(chǎn)業(yè)的獨(dú)特需求,實(shí)現(xiàn)品牌資產(chǎn)理論的創(chuàng)新具有重要借鑒意義。最后,指出了文章研究的局限以及未來(lái)需要進(jìn)一研究的問(wèn)題。
[Abstract]:The animation industry value growth point is the animation brand. Brand animation is based on the original works of the classic image, symbols and values extracted, the core meaning of the brand, and brand communication and promotion of the use of modern communication ideas and means. By creating the animation brand to expand brand awareness, and through brand licensing to the animation derivative product diffusion, the brand value unceasingly. It can be said that the original animation works is the foundation of the industrial chain, and animation brand is its market development engine. Based on the evolutionary logic and structure analysis of brand equity theory to explore the logical relationship between the implicit demand and output performance after the brand equity. The literature review and comments, find the gap and chance of the research. Using the method of focus group interview technique and structure modeling, starting from the consumer implicit demand. The relationship between brand relationship interaction and output performance is discussed. Finally, a brand image recognition method based on consumer implicit demand and the structural path of brand equity formation are established, and the theme and direction of further research are identified.
This paper focuses on the realistic background of animation brand equity research, theoretical analysis and logical framework. This article mainly embarks from the animation to enhance the brand image and brand equity theory the necessity of integration of the internal logic perspective, analysis of implicit demand cognition in the brand equity measurement function is analyzed. The rapid development of animation industry trend. That cartoon brand needs to promote the value and Realization of premium brand effect, analyzes the practical significance of animation brand dynamic growth. Secondly, this paper reviews and Reflections on the traditional theory of brand assets, and points out that the evolution of the internal logic of brand equity should be in the rich connotation of the brand equity measurement system, the analysis of the factors affecting customer mind and recessive demand for brand equity. Finally, explain the research framework and research innovation.
In the formation of brand equity structure in the introduction of implicit demand variables become the focus of this paper. Firstly, the literature review and analysis through literature review, analysis of the four main stages of brand equity measurement: financial performance based on the product market output, customer relationship, implicit demand cognition to the theory of brand assets, financial based on the performance of the traditional products, market output and consumer brand equity based on the theory are reviewed. Secondly, the analysis made by construction of new brands in Pyramid related variables and implicit demand theory and literature related contributions, systematically analyzes the latent demand in the research of brand equity in the development process and the key effect. At last and it points out the gap of this paper and the opportunity.
Structure modeling technology this paper tries to focus group technique and quantitative, interpretation of the new brand equity structure. In the focus group interview on sketch map. The brand of implicit demand firstly by focus technology, implicit demand elements of animation brand recognition, and descriptive statistical analysis according to the characteristics of the participants. Secondly and according to the explicit and implicit needs of consumers demand ratio samples were analyzed; thirdly, the logic model of the factors of implicit demand and the traditional brand assets, as well as the research sample selection, model design preliminary. Finally, analyzes the current consumers and potential consumers for animation products demand motive difference, through factor analysis and analysis of the structure of the product purification, implicit demand differences in motivation and structure modeling, and check on the results of empirical analysis Check.
On the basis of relevant research, this paper strengthen the mechanism research and prospects for future research direction of the formation of brand equity based on the implicit demand. First, analysis of ways to enhance the value of brand assets and different factors impact on brand equity. The article at the end of the implicit demand of consumers to the brand equity theory and contribution. Based on the unique needs of the animation industry, has important significance to realize the innovation of brand equity theory. Finally, the article points out the research limitations and future needs further research.

【學(xué)位授予單位】：天津財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2;F719

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 王晟;;中國(guó)動(dòng)漫產(chǎn)業(yè)的創(chuàng)新現(xiàn)狀分析[J];科技創(chuàng)業(yè)月刊;2011年14期

相關(guān)博士學(xué)位論文 前2條

1 耿蕊;中國(guó)動(dòng)漫產(chǎn)業(yè)集群發(fā)展研究[D];武漢大學(xué);2010年

2 劉純;基于演化經(jīng)濟(jì)學(xué)的動(dòng)漫品牌價(jià)值評(píng)價(jià)與管理體系研究[D];中南大學(xué);2012年

相關(guān)碩士學(xué)位論文 前5條

1 郭瓊;探析動(dòng)畫產(chǎn)業(yè)中藝術(shù)價(jià)值與商業(yè)價(jià)值的契合[D];湖南師范大學(xué);2011年

2 單沛君;我國(guó)商業(yè)銀行品牌資產(chǎn)對(duì)市場(chǎng)績(jī)效的影響研究[D];南京航空航天大學(xué);2011年

3 汲劍磊;中國(guó)企業(yè)創(chuàng)立世界名牌策略研究[D];西北農(nóng)林科技大學(xué);2010年

4 紀(jì)宵;基于品牌建構(gòu)下的動(dòng)漫形象性格表現(xiàn)研究[D];河南大學(xué);2012年

5 舒晶;動(dòng)畫藝術(shù)中的幽默元素研究與運(yùn)用[D];陜西科技大學(xué);2012年

，

本文編號(hào)：1479750