發(fā)布時(shí)間：2018-04-10 09:43

  本文選題：品牌資產(chǎn)　切入點(diǎn)：品牌知識(shí)　出處：《復(fù)旦大學(xué)》2008年碩士論文

【摘要】： 品牌資產(chǎn)的建設(shè)是品牌理論的重要組成部分,對(duì)品牌資產(chǎn)的研究分為財(cái)務(wù)上的和消費(fèi)者視角上的兩個(gè)方面,本文中所指的是后者,包括品牌知識(shí)和品牌忠誠兩個(gè)部分。品牌資產(chǎn)的核心是如何為消費(fèi)者建立品牌的內(nèi)涵,消費(fèi)者品牌學(xué)習(xí)是消費(fèi)者建立品牌內(nèi)涵的關(guān)鍵,因?yàn)橄M(fèi)者學(xué)習(xí)到的品牌知識(shí)和由此產(chǎn)生的品牌忠誠是企業(yè)最重要的品牌資產(chǎn)。對(duì)于消費(fèi)者品牌學(xué)習(xí)行為的產(chǎn)生,消費(fèi)者品牌學(xué)習(xí)動(dòng)機(jī)起到非常重要的作用。 本文的研究目的是探討消費(fèi)者品牌學(xué)習(xí)動(dòng)機(jī)與品牌資產(chǎn)之間的相互關(guān)系。首先對(duì)消費(fèi)者學(xué)習(xí)理論、動(dòng)機(jī)理論和品牌知識(shí)、品牌忠誠理論的發(fā)展進(jìn)行了梳理和分析,在此基礎(chǔ)上,本文把消費(fèi)者品牌學(xué)習(xí)動(dòng)機(jī)劃分為內(nèi)部動(dòng)機(jī)和外部動(dòng)機(jī)兩個(gè)維度,并對(duì)內(nèi)部動(dòng)機(jī)和外部動(dòng)機(jī)進(jìn)一步細(xì)分,其中,內(nèi)部動(dòng)機(jī)細(xì)分為功能導(dǎo)向動(dòng)機(jī)、情感導(dǎo)向動(dòng)機(jī)和自我表現(xiàn)導(dǎo)向動(dòng)機(jī)三個(gè)因子,外部動(dòng)機(jī)細(xì)分為從眾導(dǎo)向動(dòng)機(jī)、品牌強(qiáng)化導(dǎo)向動(dòng)機(jī)和榜樣導(dǎo)向動(dòng)機(jī)三個(gè)因子,同樣,品牌知識(shí)也進(jìn)一步細(xì)分為品牌知名度和品牌形象兩個(gè)因子,品牌忠誠進(jìn)一步細(xì)分為品牌態(tài)度忠誠和情感忠誠兩個(gè)因子。通過對(duì)這些因子之間相互影響作用及影響強(qiáng)度的研究和探討,從而對(duì)消費(fèi)者品牌學(xué)習(xí)內(nèi)部動(dòng)機(jī)、外部動(dòng)機(jī)和品牌知識(shí)、品牌忠誠之間的關(guān)系機(jī)理進(jìn)行探討。 本文通過對(duì)消費(fèi)者的調(diào)查數(shù)據(jù)作為分析的基礎(chǔ),經(jīng)過數(shù)據(jù)搜集和實(shí)證分析對(duì)研究假設(shè)進(jìn)行驗(yàn)證,根據(jù)驗(yàn)證結(jié)果建立消費(fèi)者品牌學(xué)習(xí)動(dòng)機(jī)與品牌資產(chǎn)關(guān)系模型。在數(shù)據(jù)分析和驗(yàn)證過程中,本文著重探討了上述哪些因子對(duì)于構(gòu)建品牌忠誠具有較大的影響,最后針對(duì)這些因子的特點(diǎn),提出相應(yīng)的品牌策略,為企業(yè)發(fā)展品牌和建立顧客忠誠提供理論上和實(shí)踐上的借鑒。
[Abstract]:The construction of brand equity is an important part of brand theory. The research on brand equity can be divided into two aspects: financial and consumer perspective. This paper refers to the latter, which includes two parts: brand knowledge and brand loyalty.The core of brand equity is how to build brand connotation for consumers.Because consumers learn brand knowledge and brand loyalty is the most important brand assets.For consumer brand learning behavior, consumer brand learning motivation plays a very important role.The purpose of this paper is to explore the relationship between consumer brand learning motivation and brand equity.Firstly, the development of consumer learning theory, motivation theory, brand knowledge and brand loyalty theory is analyzed. On this basis, the consumer brand learning motivation is divided into two dimensions: internal motivation and external motivation.And the internal motivation and external motivation are further subdivided into three factors: functional motivation, affective motivation and self-performance oriented motivation, and external motivation is divided into crowd oriented motivation.Similarly, brand knowledge is further subdivided into two factors: brand awareness and brand image, and brand loyalty is further subdivided into two factors: brand attitude loyalty and emotional loyalty.Through the research and discussion on the interaction and intensity of these factors, the relationship mechanism between the internal motivation, external motivation, brand knowledge and brand loyalty of consumer brand learning is discussed.Based on the analysis of consumer survey data, this paper verifies the research hypothesis through data collection and empirical analysis, and establishes the relationship model between consumer brand learning motivation and brand equity according to the verification results.In the process of data analysis and verification, this paper focuses on which of the above factors have a greater impact on the building of brand loyalty, finally, according to the characteristics of these factors, put forward the corresponding brand strategy.For enterprises to develop brands and establish customer loyalty to provide theoretical and practical reference.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2;F274

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 付艷;從《印象·劉三姐》透視品牌旅游產(chǎn)品對(duì)區(qū)域旅游發(fā)展的影響[D];廣西師范學(xué)院;2010年

2 徐西寧;五糧液出口品牌資產(chǎn)戰(zhàn)略研究[D];江西財(cái)經(jīng)大學(xué);2010年

3 檀國婷;原產(chǎn)地形象對(duì)品牌知識(shí)的影響研究[D];吉林大學(xué);2012年

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本文編號(hào)：1730685