本文選題：自有品牌 + 人文變量　； 參考：《復(fù)旦大學(xué)》2008年碩士論文

【摘要】： 連鎖經(jīng)營(yíng)在中國(guó)的強(qiáng)勁增長(zhǎng)和零售企業(yè)的規(guī)模日趨擴(kuò)大為發(fā)展自有品牌提供了規(guī)模效益。目前,中國(guó)自有品牌產(chǎn)品銷售額占連鎖經(jīng)營(yíng)銷售總額的2.3%,每年正以8%的速度增長(zhǎng)。以英美等發(fā)達(dá)國(guó)家自有品牌高達(dá)15—40%的市場(chǎng)份額來看,中國(guó)的自有品牌還存在巨大的發(fā)展空間。自有品牌的顧客研究不僅受到了商界的重視,同時(shí)也得到了學(xué)者的關(guān)注。但是,關(guān)于中國(guó)自有品牌顧客的研究卻還很少。 本文以中國(guó)自有品牌顧客分群為研究對(duì)象,通過研究自有品牌顧客的人文特征和感知特征對(duì)自有品牌顧客進(jìn)行分群。研究發(fā)現(xiàn),中國(guó)的自有品牌顧客可以從促銷敏感、創(chuàng)新意識(shí)、教育程度、家庭規(guī)模進(jìn)行劃分。具體可以分為初入社會(huì)者、窘迫年少者、促銷狂熱者、追新求變者、無憂年少者、低薪年長(zhǎng)者六類自有品牌顧客。 本文的研究意義主要有以下幾方面:1、找到有效區(qū)隔中國(guó)自有品牌顧客的變量�，F(xiàn)有理論在細(xì)分制造商顧客和自有品牌顧客時(shí)標(biāo)準(zhǔn)各異,部分標(biāo)準(zhǔn)并非關(guān)鍵變量。本研究借助結(jié)構(gòu)方程建模找到了最能預(yù)測(cè)自有品牌購(gòu)買意愿的四個(gè)分類變量。2、證明自有品牌顧客與制造商顧客存在顯著差異�，F(xiàn)有文獻(xiàn)對(duì)兩者的區(qū)別見解差異很大,本文通過驗(yàn)證六類細(xì)分群體在自有品牌顧客與制造商品牌顧客之間的比例差異的方法證明了兩者的區(qū)別。3、應(yīng)用市場(chǎng)細(xì)分理論把自有品牌顧客分成六類。這不同于現(xiàn)有理論通過均值檢驗(yàn)顧客特征以區(qū)別自有品牌顧客和制造商顧客的方法。本研究借用各類探索性研究方法,生動(dòng)地刻畫了各類自有品牌顧客。這為管理者從事新品牌的開發(fā),現(xiàn)有品牌的維護(hù)和延伸等品牌管理工作提供了重要的決策依據(jù)。
[Abstract]:The strong growth of chain operation in China and the increasing scale of retail enterprises provide economies of scale for the development of private brands. At present, the sales of private brand products in China account for 2.3% of total chain sales and are growing at an annual rate of 8%. In view of the 15-40% market share of private brands in developed countries such as the United States and the United States, there is still huge room for development of private brands in China. Private brand customer research has not only attracted the attention of the business community, but also attracted the attention of scholars. However, there is little research on Chinese private brand customers. This paper focuses on the study of Chinese private brand customers by studying the humanistic and perceptual characteristics of their own brand customers. The study found that Chinese own-brand customers can be divided into promotion sensitivity, innovation awareness, education level and family size. It can be divided into six types of private brand customers: the new social entrants, the poor young, the sales zealots, the new pursuers, the worry-free young, the low-paid elders. The research significance of this paper is as follows: 1, to find the variables that can effectively distinguish Chinese private brand customers. The existing theories have different standards in the segmentation of manufacturer customers and private brand customers, some of which are not key variables. With the help of structural equation modeling, this study finds out the four classification variables. 2, which can best predict the purchase intention of private brand, and proves that there are significant differences between private brand customers and manufacturer customers. The existing literature has very different views on the two. In this paper, the author proves the difference between the private brand customer and the manufacturer brand customer by the method of verifying the proportion difference between the six subdivision groups, and applies the market segmentation theory to divide the private brand customer into six categories. This is different from the existing theory of testing customer characteristics by means to distinguish private brand customers from manufacturer customers. This study uses all kinds of exploratory research methods to vividly depict all kinds of private brand customers. This provides an important decision basis for the management of new brands and the maintenance and extension of existing brands.
【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;F721.7;F224

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

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

2 遲余浩;我國(guó)黃金首飾業(yè)打造強(qiáng)勢(shì)品牌研究[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2012年

3 鐘玉潔;基于CHINA-VALS模型的網(wǎng)絡(luò)團(tuán)購(gòu)消費(fèi)者分群研究[D];江南大學(xué);2013年

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本文編號(hào)：1891608