【摘要】： 本文在全球化的背景下,基于現(xiàn)有成果著重從品牌認知度和品牌形象的角度對溫州鞋業(yè)的國際化經(jīng)營進行定性和定量的分析研究。全文主要包括八個章節(jié),可以分為四個大的部分: 第一部分即是本文第一章,主要介紹溫州鞋業(yè)自主品牌發(fā)展背景和研究意義,并提出本文的研究思路、研究框架、研究方法、重難點和創(chuàng)新之處。 第二部分包括第二章至第四章。在對現(xiàn)有品牌研究成果的梳理的基礎(chǔ)上分析了溫州鞋業(yè)自主品牌國際化發(fā)展的現(xiàn)狀和重要性,最后對溫州鞋業(yè)自主品牌國際認知度和形象創(chuàng)新進行經(jīng)濟學(xué)分析,建立理論基礎(chǔ)。 第三部分包括第五章到第七章,是實證部分。第五章利用結(jié)構(gòu)方程模型對貝爾模型進行改良,定量分析溫州鞋業(yè)國際品牌形象因素結(jié)構(gòu)。第六章利用品牌認知圖從性別、年齡和收入水平三個人口學(xué)變量的角度對溫州鞋業(yè)自主品牌國際認知度進行了量化評測。在前兩章的基礎(chǔ)上,第七章溫州鞋業(yè)國際品牌和國外同類產(chǎn)品品牌形象進行比較。 第四部分即第八章,是結(jié)論部分。研究結(jié)果表明,溫州鞋業(yè)國際品牌形象由企業(yè)形象、消費者形象和產(chǎn)品形象三維結(jié)構(gòu)構(gòu)成,其國際認知度整體上還處于比較低的水平,不同性別、年齡段和收入水平的消費者對溫州鞋業(yè)的品牌認知度不同,但總體上差異并不顯著。與國外同類產(chǎn)品品牌形象相比,兩者存在著顯著差異。 在此基礎(chǔ)上,本文提出了多樣化國際品牌創(chuàng)新戰(zhàn)略,并在此戰(zhàn)略指導(dǎo)下從政府、行業(yè)協(xié)會和企業(yè)三方面提出相應(yīng)的對策.
[Abstract]:Under the background of globalization, this paper focuses on the qualitative and quantitative analysis and research on the internationalization of Wenzhou shoe industry from the perspective of brand recognition and brand image based on the existing achievements. The full text includes eight chapters, which can be divided into four parts: the first part is the first chapter of this paper, mainly introduces the background and research significance of Wenzhou shoe industry independent brand development, and puts forward the research ideas of this paper. Research framework, research methods, important difficulties and innovations. The second part includes chapter two to chapter four. On the basis of combing the existing brand research results, this paper analyzes the status quo and importance of the internationalization development of Wenzhou shoe independent brand. Finally, it analyzes the international recognition and image innovation of Wenzhou shoe industry and establishes the theoretical basis. The third part includes the fifth chapter to the seventh chapter, is the empirical part. In the fifth chapter, we use the structural equation model to improve Bell's model and analyze the factor structure of Wenzhou shoe industry's international brand image. The sixth chapter uses brand cognition map to quantitatively evaluate the international recognition of Wenzhou shoe industry's independent brand from three demographic variables: gender, age and income level. On the basis of the first two chapters, the seventh chapter compares the international brand of Wenzhou shoe industry with that of similar products abroad. The fourth part, the eighth chapter, is the conclusion part. The results show that the international brand image of Wenzhou shoe industry is composed of enterprise image, consumer image and product image. Consumers of age and income level have different brand recognition of Wenzhou shoe industry, but the difference is not significant. Compared with the brand image of foreign similar products, there is a significant difference between the two. On this basis, this paper puts forward the diversification of international brand innovation strategy, and under the guidance of the strategy from the government, industry associations and enterprises three aspects of the corresponding countermeasures.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F426.86

【引證文獻】

相關(guān)碩士學(xué)位論文 前3條

1 劉珂呈;濕地公園品牌認知、品牌形象與游客游后行為意向的關(guān)系研究[D];浙江大學(xué);2012年

2 吳兆波;澳門消費者茶飲料品牌偏好研究[D];暨南大學(xué);2010年

3 高洪祥;案例研究：廣汽集團跨區(qū)域擴張戰(zhàn)略[D];華南理工大學(xué);2012年

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本文編號：2174612