奢侈品品牌資產(chǎn)研究
發(fā)布時(shí)間：2018-07-21 13:51
【摘要】： 近年來奢侈品產(chǎn)品在全球造成一股消費(fèi)熱潮。經(jīng)濟(jì)數(shù)據(jù)表明,奢侈品市場(chǎng)的成長(zhǎng)率,至少是全球經(jīng)濟(jì)成長(zhǎng)率的兩倍。奢侈品產(chǎn)業(yè)的蓬勃發(fā)展,不但表現(xiàn)在消費(fèi)文化相對(duì)成熟的歐美國(guó)家,在新興發(fā)展中的國(guó)家,例如中國(guó)、印度、俄羅斯等,奢侈品更是被新富階層消費(fèi)者所擁抱,甚至迷戀。而中國(guó)根據(jù)估計(jì)將在2015年成為全球奢侈品的第一大消費(fèi)國(guó)�？偨Y(jié)奢侈品產(chǎn)業(yè)的發(fā)展軌跡歷經(jīng)了四個(gè)階段:從百年前的歐洲市場(chǎng),到二次大戰(zhàn)后的美國(guó)市場(chǎng),70年代后的日本市場(chǎng),與當(dāng)今以中國(guó)、印度、俄羅斯為主的新興市場(chǎng)崛起。而消費(fèi)族群也從原本的傳統(tǒng)歐洲上流社會(huì),過渡到一般消費(fèi)大眾與新興富裕族群。因此也造就了一種新的奢侈品消費(fèi)族群與消費(fèi)文化。 90年代以來,學(xué)者紛紛從社會(huì)學(xué)、心理學(xué)與營(yíng)銷學(xué)等視角,對(duì)奢侈品消費(fèi)現(xiàn)象進(jìn)行研究。然而學(xué)術(shù)成果停留在各個(gè)消費(fèi)者行為學(xué)與社會(huì)學(xué)領(lǐng)域,并未有跨領(lǐng)域的整合。使得營(yíng)銷者無法對(duì)學(xué)術(shù)成果進(jìn)行運(yùn)用。學(xué)術(shù)上對(duì)于奢侈品品牌的研究尚停留在奢侈品品牌的特點(diǎn)與消費(fèi)者對(duì)于購買奢侈品品牌的感知價(jià)值上。尚未將奢侈品品牌的價(jià)值,與營(yíng)銷學(xué)中基于消費(fèi)者心智的品牌資產(chǎn)(Consumer BasedBrand Equity,CBBE),甚至與基于市場(chǎng)產(chǎn)出的品牌資產(chǎn)(Product Market OutcomesBrand Equity,PMOBE)做出連結(jié)。因此本研究在奢侈品品牌與消費(fèi)行為學(xué)既有的研究基礎(chǔ)上,加上營(yíng)銷學(xué)中的品牌資產(chǎn)概念,進(jìn)行定性與實(shí)證研究,建立奢侈品品牌資產(chǎn)驅(qū)動(dòng)模型,以提供學(xué)術(shù)發(fā)展的研究基礎(chǔ),同時(shí)也為中國(guó)作為奢侈品新興市場(chǎng)的消費(fèi)文化代表作出研究貢獻(xiàn)。 本研究由定性研究與定量研究?jī)刹糠謽?gòu)成。第一階段定性研究,采用文獻(xiàn)研究(literature review)、與焦點(diǎn)小組訪談(focus group discussion),以了解中國(guó)消費(fèi)者購買奢侈品的動(dòng)機(jī)及其品牌資產(chǎn)的價(jià)值泉源。從焦點(diǎn)組訪談獲得77個(gè)測(cè)項(xiàng),形成奢侈品品牌資產(chǎn)測(cè)項(xiàng)庫(item pool),然后進(jìn)行專家甄別(judgemental panelscreening),并進(jìn)行前測(cè)(pre-test),得到八個(gè)變量共27個(gè)測(cè)項(xiàng)的主體問卷。第二階段定量研究,針對(duì)中國(guó)奢侈品消費(fèi)者進(jìn)行問卷調(diào)查,得到220份有效問卷。然后運(yùn)用LISREL以及SPSS分析軟件對(duì)數(shù)據(jù)進(jìn)行分析。 實(shí)證研究發(fā)現(xiàn),基于消費(fèi)者心智的奢侈品品牌資產(chǎn)由「品牌形象」、「美學(xué)特征」、「稀缺性」、「感知品質(zhì)」與「高價(jià)性」五個(gè)維度構(gòu)成。產(chǎn)品市場(chǎng)產(chǎn)出由「品牌延伸」、「溢價(jià)」與「重復(fù)購買意愿」三個(gè)維度組成。基于消費(fèi)者心智的奢侈品品牌資產(chǎn)與產(chǎn)品市場(chǎng)產(chǎn)出之間存在明顯的結(jié)構(gòu)關(guān)系。15個(gè)理論關(guān)系假設(shè)中,有14個(gè)得到明顯支持。 本研究解讀了在中國(guó)本土化背景下,一、奢侈品品牌資產(chǎn)的維度結(jié)構(gòu)與其之間的結(jié)構(gòu)關(guān)系。二、中國(guó)奢侈品消費(fèi)群體區(qū)分。本研究從人口統(tǒng)計(jì)特征與心理上的社會(huì)階層功能描繪出中國(guó)奢侈品消費(fèi)群體的輪廓。三、指出中國(guó)作為新興奢侈品消費(fèi)市場(chǎng)的特點(diǎn)。四、提出了中國(guó)奢侈品品牌的創(chuàng)建路徑與營(yíng)銷戰(zhàn)略。 然而本研究在研究上的困難主要體現(xiàn)在問卷的設(shè)計(jì)與樣本回收上。由于奢侈品的概念在國(guó)內(nèi)外并無權(quán)威的定義,因此在問卷的操作性定義上,設(shè)計(jì)相對(duì)較為困難,因此確保問卷的信度是一大難度。同時(shí)在奢侈品品牌資產(chǎn)調(diào)查上,牽涉面子與高價(jià)等問題,涉及個(gè)人隱私,因此可能影響問卷回答的可信性。另外,奢侈品消費(fèi)者相對(duì)一般大眾消費(fèi)品而言為高端收入人口,在接觸與調(diào)查配合上比較困難,所以本研究在樣本數(shù)量與區(qū)域分布上有一定限制。 本研究在三個(gè)方面對(duì)奢侈品領(lǐng)域?qū)W術(shù)研究作出貢獻(xiàn)。一、提出奢侈品品牌資產(chǎn)驅(qū)動(dòng)模型(Luxury Goods Brand Equity Drivers Model),以全面地、整合地途徑表達(dá)奢侈品品牌價(jià)值的產(chǎn)生過程。二、構(gòu)建并實(shí)證檢驗(yàn)基于消費(fèi)者心智的奢侈品品牌資產(chǎn)模型與產(chǎn)品市場(chǎng)產(chǎn)出的結(jié)構(gòu)關(guān)系。三、中國(guó)本土化背景下對(duì)奢侈品消費(fèi)者進(jìn)行學(xué)術(shù)實(shí)證研究。針對(duì)中國(guó)消費(fèi)開發(fā)出適合中國(guó)消費(fèi)者的奢侈品品牌資產(chǎn)問卷量表,供中國(guó)及其它新興國(guó)家奢侈品研究者借鏡,使得學(xué)術(shù)成果可以落實(shí)。奢侈品品牌營(yíng)銷人員可以檢視自己品牌、競(jìng)爭(zhēng)對(duì)手品牌和跨品類、跨區(qū)域、跨國(guó)家的品牌相對(duì)地位的比較。同時(shí)營(yíng)銷者可以定期追蹤自己品牌在各個(gè)維度上的表現(xiàn),以適應(yīng)競(jìng)爭(zhēng)環(huán)境。
[Abstract]:In recent years, luxury goods have created a global consumption boom in the world. Economic data show that the growth rate of the luxury goods market is at least two times the growth rate of the global economy. The flourishing development of the luxury goods industry is not only manifested in the relatively mature European and American countries, but also in the emerging countries, such as China, India, Russia and so on. The product is hugged and even infatuated by the new rich consumers. China is estimated to be the largest consumer of luxury goods in the world in 2015. The development track of the luxury industry has gone through four stages: from the European market a hundred years ago to the American market after the two World War, the Japanese market after the 70s, and the current China, The emerging markets of India, Russia and the emerging markets of Russia have risen from the original traditional European society to the general consumer and the emerging rich, and thus create a new culture of luxury consumption and consumption.
Since the 90s, scholars have studied the phenomenon of luxury consumption from the perspectives of sociology, psychology and marketing. However, the academic achievements remain in the field of consumer behavior and sociology, and there is no cross field integration. It makes it impossible for the marketers to apply the academic achievements. Staying on the features of luxury brands and the perceived value of consumers for luxury brands. The value of the luxury brand, the Consumer BasedBrand Equity (CBBE) in marketing, and even the Product Market OutcomesBrand Equity, PMOBE (Product Market OutcomesBrand Equity, PMOBE) in marketing. Therefore, on the basis of the research on the luxury brand and consumer behavior, this study adds the concept of brand asset in marketing, carries out qualitative and empirical research, establishes the luxury brand asset driving model, provides the basis for the research of academic development, and also serves as the consumer culture representative for China's emerging market of luxury goods. Make a contribution to research.
This study consists of two parts: qualitative research and quantitative research. The first stage qualitative research, literature review, and the focus group interview (focus group discussion), in order to understand the motivation of Chinese consumers to buy luxury goods and the value source of the brand assets. From the focus group interviews, 77 items are obtained to form luxury goods. Item pool, and then judgemental panelscreening (judgemental panelscreening), and pre test (pre-test), get the main body questionnaire of eight variables altogether. Quantitative study of the second stage, the questionnaire survey on Chinese luxury consumers, get 220 valid questionnaires, and then use LISREL and SPSS analysis software. Analyze the data.
The empirical study found that luxury brand equity based on consumer mind is composed of five dimensions, "brand image", "aesthetic feature", "scarcity", "perceived quality" and "high price". Product market output is composed of three dimensions of "brand extension", "premium" and "repeat purchase intention". There is an obvious structural relationship between luxury brand equity and product market output. 14 theoretical hypotheses are supported by.15 theory.
This study interprets the structural relationship between the dimension structure of luxury brand assets and the structural relationship between the luxury brand assets in China. Two, the distinction between Chinese luxury consumer groups. This study depicts the outline of Chinese luxury consumer groups from demographic and psychological social stratum functions. Three, China is a new luxury product. The characteristics of the consumer market. Four, put forward the creation path and marketing strategy of China's luxury brand.
However, the difficulties in the study are mainly reflected in the design and sample recovery of the questionnaire. Because the concept of luxury goods has no authoritative definition at home and abroad, it is relatively difficult to design the operational definition of the questionnaire, so it is difficult to ensure the reliability of the questionnaire. The problem of sub and high price involves personal privacy, which may affect the credibility of the questionnaire answer. In addition, the luxury consumers are relatively high end income population compared with the general public consumer goods, and it is difficult to cooperate with the survey. Therefore, there are some restrictions on the quantity and distribution of the sample in this study.
This study contributes to the academic research in the field of luxury goods in three aspects. First, the luxury brand asset driven model (Luxury Goods Brand Equity Drivers Model) is proposed to comprehensively and integrally express the production process of luxury brand value. Two, construct and empirically test the luxury brand asset model based on the consumer mind. The structural relationship with product market output. Three, the academic Empirical Study on luxury consumers under the background of localization in China. A questionnaire on luxury brand assets suitable for Chinese consumers is developed for Chinese consumers. For China and other emerging countries, luxury researchers borrow a mirror to make academic achievements be implemented. Marketers can examine their brand, competitor brand and cross category, cross regional, cross national brand relative status. At the same time, marketers can regularly track their brand's performance in various dimensions to adapt to the competitive environment.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2
本文編號(hào)：2135732
[Abstract]:In recent years, luxury goods have created a global consumption boom in the world. Economic data show that the growth rate of the luxury goods market is at least two times the growth rate of the global economy. The flourishing development of the luxury goods industry is not only manifested in the relatively mature European and American countries, but also in the emerging countries, such as China, India, Russia and so on. The product is hugged and even infatuated by the new rich consumers. China is estimated to be the largest consumer of luxury goods in the world in 2015. The development track of the luxury industry has gone through four stages: from the European market a hundred years ago to the American market after the two World War, the Japanese market after the 70s, and the current China, The emerging markets of India, Russia and the emerging markets of Russia have risen from the original traditional European society to the general consumer and the emerging rich, and thus create a new culture of luxury consumption and consumption.
Since the 90s, scholars have studied the phenomenon of luxury consumption from the perspectives of sociology, psychology and marketing. However, the academic achievements remain in the field of consumer behavior and sociology, and there is no cross field integration. It makes it impossible for the marketers to apply the academic achievements. Staying on the features of luxury brands and the perceived value of consumers for luxury brands. The value of the luxury brand, the Consumer BasedBrand Equity (CBBE) in marketing, and even the Product Market OutcomesBrand Equity, PMOBE (Product Market OutcomesBrand Equity, PMOBE) in marketing. Therefore, on the basis of the research on the luxury brand and consumer behavior, this study adds the concept of brand asset in marketing, carries out qualitative and empirical research, establishes the luxury brand asset driving model, provides the basis for the research of academic development, and also serves as the consumer culture representative for China's emerging market of luxury goods. Make a contribution to research.
This study consists of two parts: qualitative research and quantitative research. The first stage qualitative research, literature review, and the focus group interview (focus group discussion), in order to understand the motivation of Chinese consumers to buy luxury goods and the value source of the brand assets. From the focus group interviews, 77 items are obtained to form luxury goods. Item pool, and then judgemental panelscreening (judgemental panelscreening), and pre test (pre-test), get the main body questionnaire of eight variables altogether. Quantitative study of the second stage, the questionnaire survey on Chinese luxury consumers, get 220 valid questionnaires, and then use LISREL and SPSS analysis software. Analyze the data.
The empirical study found that luxury brand equity based on consumer mind is composed of five dimensions, "brand image", "aesthetic feature", "scarcity", "perceived quality" and "high price". Product market output is composed of three dimensions of "brand extension", "premium" and "repeat purchase intention". There is an obvious structural relationship between luxury brand equity and product market output. 14 theoretical hypotheses are supported by.15 theory.
This study interprets the structural relationship between the dimension structure of luxury brand assets and the structural relationship between the luxury brand assets in China. Two, the distinction between Chinese luxury consumer groups. This study depicts the outline of Chinese luxury consumer groups from demographic and psychological social stratum functions. Three, China is a new luxury product. The characteristics of the consumer market. Four, put forward the creation path and marketing strategy of China's luxury brand.
However, the difficulties in the study are mainly reflected in the design and sample recovery of the questionnaire. Because the concept of luxury goods has no authoritative definition at home and abroad, it is relatively difficult to design the operational definition of the questionnaire, so it is difficult to ensure the reliability of the questionnaire. The problem of sub and high price involves personal privacy, which may affect the credibility of the questionnaire answer. In addition, the luxury consumers are relatively high end income population compared with the general public consumer goods, and it is difficult to cooperate with the survey. Therefore, there are some restrictions on the quantity and distribution of the sample in this study.
This study contributes to the academic research in the field of luxury goods in three aspects. First, the luxury brand asset driven model (Luxury Goods Brand Equity Drivers Model) is proposed to comprehensively and integrally express the production process of luxury brand value. Two, construct and empirically test the luxury brand asset model based on the consumer mind. The structural relationship with product market output. Three, the academic Empirical Study on luxury consumers under the background of localization in China. A questionnaire on luxury brand assets suitable for Chinese consumers is developed for Chinese consumers. For China and other emerging countries, luxury researchers borrow a mirror to make academic achievements be implemented. Marketers can examine their brand, competitor brand and cross category, cross regional, cross national brand relative status. At the same time, marketers can regularly track their brand's performance in various dimensions to adapt to the competitive environment.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2
【引證文獻(xiàn)】
相關(guān)期刊論文 前3條
1 游婭娜;易雪峰;;淺析奢侈品設(shè)計(jì)[J];大眾文藝;2010年19期
2 袁也婷;;從理性的視角探究時(shí)尚的本質(zhì)[J];經(jīng)營(yíng)管理者;2011年07期
3 王保魯;姜蕾;;奢侈品品牌管理相關(guān)研究分析[J];山東紡織經(jīng)濟(jì);2011年09期
相關(guān)博士學(xué)位論文 前3條
1 黃雨水;奢侈品品牌傳播研究[D];浙江大學(xué);2011年
2 樸勇慧;賽事贊助對(duì)企業(yè)品牌形象影響的實(shí)證研究[D];遼寧大學(xué);2011年
3 鄭文清;營(yíng)銷策略對(duì)品牌資產(chǎn)的影響機(jī)理研究[D];南京林業(yè)大學(xué);2012年
相關(guān)碩士學(xué)位論文 前9條
1 張亮;中國(guó)本土奢侈品牌發(fā)展研究[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2011年
2 陳妍穎;從符號(hào)價(jià)值角度解讀中國(guó)奢侈品品牌塑造[D];南京師范大學(xué);2011年
3 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
4 昌毅;奢侈品品牌傳播策略研究[D];浙江工業(yè)大學(xué);2012年
5 魏忱;奢侈品品牌軟實(shí)力[D];復(fù)旦大學(xué);2010年
6 張愛娣;奢侈品網(wǎng)絡(luò)傳播研究[D];蘭州大學(xué);2012年
7 胡翠華;中國(guó)消費(fèi)者的奢侈品購買動(dòng)機(jī)及營(yíng)銷對(duì)策研究[D];蘇州大學(xué);2012年
8 王力金;中國(guó)本土奢侈品企業(yè)資源營(yíng)銷策略研究[D];中國(guó)海洋大學(xué);2012年
9 李恒露;中國(guó)傳統(tǒng)書畫元素在奢侈品設(shè)計(jì)中的創(chuàng)新與應(yīng)用[D];湖南科技大學(xué);2012年
，本文編號(hào)：2135732
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