本文選題：消費(fèi)者認(rèn)知 + 品牌資產(chǎn)測量��； 參考：《揚(yáng)州大學(xué)》2008年碩士論文

【摘要】： 中國的品牌管理已經(jīng)由簡單的品牌意識發(fā)展至戰(zhàn)略管理的高級階段,在市場上不僅出現(xiàn)了專業(yè)的品牌管理機(jī)構(gòu),企業(yè)內(nèi)部的高級品牌管理人員也不斷涌現(xiàn),企業(yè)的戰(zhàn)略發(fā)展已經(jīng)由單純的規(guī)模擴(kuò)張進(jìn)入到高級的品牌擴(kuò)張時代。在品牌擴(kuò)張的過程中,企業(yè)需要快速識別具有高價值的品牌,并保持自身品牌價值的持續(xù)增長。因此,對創(chuàng)造品牌價值的資產(chǎn)進(jìn)行評估成為學(xué)術(shù)界研究的熱點(diǎn)。 本研究以品牌資產(chǎn)為研究對象,通過理論分析和實(shí)證研究,開發(fā)了基于消費(fèi)者的品牌資產(chǎn)測量量表,構(gòu)建了基于消費(fèi)者的品牌資產(chǎn)管理模型。本研究首先對國內(nèi)外的品牌資產(chǎn)研究成果進(jìn)行了綜述,為本研究的設(shè)計(jì)和開展提供了知識準(zhǔn)備和理論基礎(chǔ);通過消費(fèi)者訪談我們了解到消費(fèi)者對于品牌的基本認(rèn)知,訪談記錄的內(nèi)容分析為本研究提供了品牌資產(chǎn)的主要維度和基礎(chǔ)測項(xiàng);問卷調(diào)查得到的數(shù)據(jù)是進(jìn)行實(shí)證和量化研究的基礎(chǔ),方差分析為我們選取了跨市場、跨品牌、跨地區(qū)測量品牌資產(chǎn)的有效測項(xiàng),因子分析純化了品牌資產(chǎn)維度并驗(yàn)證了各個維度的有效性;最后,通過結(jié)構(gòu)方程模型我們探索了品牌資產(chǎn)維度之間的結(jié)構(gòu)關(guān)系,驗(yàn)證了“品牌階梯”模型。 本文共分為五個部分: 第一部分介紹了本文研究的現(xiàn)實(shí)背景和理論背景,明確了研究的目標(biāo),提出了擬解決的關(guān)鍵問題,說明了研究的現(xiàn)實(shí)意義和理論意義,交待了本文研究的思路、技術(shù)路線、主要內(nèi)容和研究方法等。 第二部分介紹了品牌資產(chǎn)概念的產(chǎn)生與定義,闡述了國內(nèi)外學(xué)者在品牌資產(chǎn)測量理論與實(shí)證研究上的進(jìn)展和主要成果,并指出了國內(nèi)外研究的不足之處。 第三部分介紹了消費(fèi)者座談的設(shè)計(jì)與開展情況,經(jīng)過內(nèi)容分析,全面簡述了消費(fèi)者對品牌的認(rèn)知結(jié)構(gòu);介紹了問卷調(diào)查的設(shè)計(jì)與開展情況、方差分析、因子分析的過程,開發(fā)了基于消費(fèi)者的品牌資產(chǎn)測量量表,并對量表的信度和效度進(jìn)行了檢驗(yàn)。 第四部分介紹了結(jié)構(gòu)方程模型建立、檢驗(yàn)和修正的過程,建立了品牌資產(chǎn)金字塔模型,并對模型進(jìn)行了分析,最后,基于品牌資產(chǎn)金字塔模型提出了品牌資產(chǎn)管理的一些建議。 第五部分總結(jié)了本文研究的創(chuàng)新之處和不足之處,并提出了品牌資產(chǎn)測量未來可能的研究方向。
[Abstract]:Brand management in China has developed from a simple brand awareness to an advanced stage of strategic management. There are not only professional brand management agencies in the market, but also senior brand managers in enterprises. The strategic development of enterprises has changed from the simple scale expansion to the advanced brand expansion era. In the process of brand expansion, enterprises need to quickly identify high value brands and keep their brand value growing continuously. Therefore, the evaluation of brand value of assets has become a hot spot in academic research. This study takes brand equity as the research object, through theoretical analysis and empirical research, developed a consumer-based brand equity measurement scale, and constructed a consumer-based brand equity management model. This study firstly summarizes the research results of brand equity at home and abroad, which provides a knowledge preparation and theoretical basis for the design and development of this study. The content analysis of interview records provides the main dimensions and basic items of brand equity for this study. The data obtained from the questionnaire are the basis of empirical and quantitative research. ANOVA selects cross-market and cross-brand for us. Factor analysis purified the dimension of brand equity and verified the validity of each dimension. Finally, we explored the structural relationship between the dimensions of brand equity through the structural equation model. The "brand ladder" model is verified. This paper is divided into five parts: The first part introduces the realistic background and theoretical background of this study, clarifies the goal of the study, puts forward the key problems to be solved, explains the practical and theoretical significance of the study, and explains the train of thought and technical route of the research. Main contents and research methods. The second part introduces the emergence and definition of the concept of brand equity, expounds the progress and main achievements of scholars at home and abroad in the theoretical and empirical study of brand equity measurement, and points out the deficiencies of the research at home and abroad. The third part introduces the design and development of the consumer talk, through the content analysis, the comprehensive introduction of consumer brand cognitive structure, the questionnaire survey design and development situation, variance analysis, factor analysis process. A brand equity measurement scale based on consumers was developed, and the reliability and validity of the scale were tested. The fourth part introduces the process of building, testing and modifying the structural equation model, establishes the pyramid model of brand equity, and analyzes the model. Finally, some suggestions of brand equity management are put forward based on the pyramid model of brand equity. The fifth part summarizes the innovation and deficiency of this paper, and puts forward the possible research direction of brand equity measurement in the future.
【學(xué)位授予單位】：揚(yáng)州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 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

2 劉志芳;零售商創(chuàng)建強(qiáng)勢自有品牌實(shí)證研究[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2010年

3 萬敏;房地產(chǎn)企業(yè)品牌價值評估研究[D];蘇州大學(xué);2012年

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本文編號：1828858