本文選題：營(yíng)銷組合 + 品牌聯(lián)想��； 參考：《暨南大學(xué)》2009年碩士論文

【摘要】： 1991年以來(lái),品牌權(quán)益成為學(xué)術(shù)界研究的熱點(diǎn)。作為品牌權(quán)益重要維度之一的品牌聯(lián)想也得到了充分的重視。企業(yè)可以發(fā)揮主觀能動(dòng)性充分利用營(yíng)銷組合策略的實(shí)施來(lái)幫助消費(fèi)者建立品牌知識(shí)網(wǎng)絡(luò),從而塑造積極的品牌聯(lián)想。本研究的根本目的是深入探索營(yíng)銷組合要素對(duì)品牌聯(lián)想建設(shè)的作用,從而為我國(guó)企業(yè)打造品牌聯(lián)想提出具有針對(duì)性的營(yíng)銷策略組合。 本文運(yùn)用市場(chǎng)營(yíng)銷學(xué)、認(rèn)知心理學(xué)等理論,在結(jié)合現(xiàn)有研究文獻(xiàn)的基礎(chǔ)上,構(gòu)建了實(shí)證研究假設(shè)模型,并以洗發(fā)水品牌為例,探討了營(yíng)銷組合要素對(duì)品牌聯(lián)想各個(gè)維度的作用。論文構(gòu)建了洗發(fā)水品牌的營(yíng)銷組合組成要素和由產(chǎn)品類別、產(chǎn)品屬性、品牌屬性、公司品牌聯(lián)想、品牌市場(chǎng)表現(xiàn)、消費(fèi)者象征性利益等六個(gè)層面的品牌聯(lián)想內(nèi)容,并在此基礎(chǔ)上通過(guò)實(shí)證研究營(yíng)銷組合策略與品牌聯(lián)想之間的關(guān)系,得到:產(chǎn)品類別聯(lián)想主要受到廣告的作用;產(chǎn)品屬性聯(lián)想主要受到非價(jià)格促銷、包裝等影響,其中價(jià)格促銷會(huì)造成負(fù)面影響;公共關(guān)系、廣告影響品牌屬性因子聯(lián)想;公司品牌聯(lián)想受到公共關(guān)系的影響最為強(qiáng)烈,人員推銷和廣告對(duì)公司品牌聯(lián)想的作用效應(yīng)依次減弱;品牌知名度、品牌流行性及品牌市場(chǎng)競(jìng)爭(zhēng)力等品牌市場(chǎng)表現(xiàn)主要受到廣告的影響;企業(yè)打造消費(fèi)者象征性利益聯(lián)想應(yīng)注重商店形象和包裝,適當(dāng)采用人員推銷和廣告作為補(bǔ)充策略。
[Abstract]:Since 1991, brand equity has become the focus of academic research. As an important dimension of brand equity, brand association has also been fully valued. Enterprises can make full use of the implementation of marketing combination strategy to help consumers establish brand knowledge network, thus to create positive brand association. The basic purpose of this study is to explore the effect of marketing combination elements on brand association construction, so as to put forward a targeted marketing strategy combination for Chinese enterprises to build brand association. Based on the theories of marketing and cognitive psychology, this paper constructs a hypothetical model of empirical research on the basis of existing research literature. Taking shampoo brand as an example, this paper discusses the effect of marketing combination factors on each dimension of brand association. The paper constructs the elements of marketing combination of shampoo brand and six levels of brand association content, including product category, product attribute, brand attribute, company brand association, brand market performance, consumer symbolic interest, etc. On the basis of the empirical study on the relationship between marketing combination strategy and brand association, it is concluded that product category association is mainly affected by advertising, product attribute association is mainly influenced by non-price promotion, packaging, etc. Among them, price promotion will have a negative impact; public relations, advertising influence brand attribute factor association; company brand association is most strongly affected by public relations, personnel marketing and advertising of the role of the company brand association in turn weakened; Brand awareness, brand popularity, brand market competitiveness and other brand market performance are mainly affected by advertising, enterprises to create consumer symbolic interests association should focus on store image and packaging, Appropriate use of personnel marketing and advertising as a complementary strategy.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274;F426.72

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 王保魯;女裝品牌文字標(biāo)識(shí)對(duì)消費(fèi)者感知的影響分析[D];北京服裝學(xué)院;2012年

2 盧奎蘭;洗發(fā)水品牌形象的關(guān)鍵因素對(duì)消費(fèi)者購(gòu)買行為影響的實(shí)證研究[D];蘇州大學(xué);2012年

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本文編號(hào)：1984243