【摘要】： 隨著企業(yè)間的競爭日趨激烈,營銷成本不斷提高,市場信息更加透明,產(chǎn)品越來越同質化,顧客逐漸成熟,品牌成為區(qū)分不同產(chǎn)品和服務從而贏得顧客的重要手段,越來越多的企業(yè)意識到品牌在生產(chǎn)經(jīng)營中的重要性。品牌資產(chǎn)是近二十年來營銷領域最關注的熱點課題之一,同時也是美國營銷協(xié)會提出的前沿課題之一。品牌資產(chǎn)的概念最早出現(xiàn)在20世紀80年代早期的美國,它是指與沒有品牌的產(chǎn)品相比,品牌為企業(yè)帶來的超越產(chǎn)品使用價值的附加價值。自上世紀80年代開始,受改革開放和跨國公司進入中國市場運用品牌戰(zhàn)略的影響,我國本土企業(yè)和全社會的品牌意識開始上升,積極開創(chuàng)自有品牌,品牌資產(chǎn)開始為中國企業(yè)所重視。 品牌資產(chǎn)作為公司最有價值的無形資產(chǎn),其評估問題成為人們關注的焦點,相關研究大量展開。就現(xiàn)有品牌資產(chǎn)評估研究而言,根據(jù)研究基礎的不同可以分為兩類:一類財務取向企業(yè)品牌資產(chǎn)評估,這類評估屬于客觀的衡量,它從公司財務的角度賦予品牌某種價值。品牌財務價值被廣泛用于品牌收購、兼并或租賃的市場行為中。一類是顧客取向的品牌資產(chǎn)評估,該方法著眼于從消費者角度評估品牌強度,即品牌在消費者心目中的地位�；陬櫩偷钠放瀑Y產(chǎn)來源于企業(yè)以往的營銷努力形成的對顧客心理和行為方面的影響。 從目前的研究情況看,基于顧客的品牌資產(chǎn)評估既可以測量到品牌的強度及強度的變化,揭示出隱藏在品牌資產(chǎn)的經(jīng)濟價值本質驅動因素,也可以從中發(fā)現(xiàn)影響品牌資產(chǎn)及其變化的因素,對企業(yè)品牌管理有指導意義,從而具有廣闊的應用前景和價值。因此,顧客成為品牌資產(chǎn)測量的出發(fā)點�；陬櫩偷钠放瀑Y產(chǎn)認為品牌之所以能給企業(yè)帶來各種利益,是因為品牌對顧客的心理和行為上產(chǎn)生了影響。從品牌創(chuàng)造價值的過程和品牌與顧客之間的關系進行分析可以發(fā)現(xiàn),如果一個品牌對于顧客而言沒有任何意義,那它也不可能為企業(yè)帶來提供任何價值,而品牌資產(chǎn)的核心便是如何為顧客建立品牌,因此顧客是品牌資產(chǎn)潛在和現(xiàn)實的利潤的真正源泉,從顧客的角度來研究品牌資產(chǎn)可以反映其本質,具有重要的理論價值。 著名品牌研究學者Keller和Aaker均認為品牌資產(chǎn)不僅能為企業(yè)創(chuàng)造價值也能為顧客創(chuàng)造價值。本文通過大量文獻的收集發(fā)現(xiàn),有關品牌資產(chǎn)為公司創(chuàng)造價值方面的研究已較為豐富,但品牌資產(chǎn)對顧客感知價值影響的研究較少,且缺乏實證研究,研究不夠系統(tǒng)化。 本文正是基于以上研究背景分析,運用實證研究的方法研究了基于顧客的品牌資產(chǎn)對顧客感知價值的影響。 研究內容分為三部分,第一部分主要是文獻回顧。首先,本文總結了有關品牌資產(chǎn)的三種定義:基于財務的品牌資產(chǎn)定義、基于市場的品牌資產(chǎn)定義、基于顧客的品牌資產(chǎn)定義。通過比較分析,本文認為基于財務的品牌資產(chǎn)研究方法將品牌帶來的未來超額受益折現(xiàn)求和,得到品牌的價值。盡管產(chǎn)生了較大的影響,其評價結果并沒有被資本市場和企業(yè)完成接受和采用。原因是缺乏對企業(yè)的經(jīng)營活動和品牌管理實踐有指導意義的信息,并且評估方法也存在缺陷�；谑袌龅钠放瀑Y產(chǎn)研究方法實際上是基于財務品牌資產(chǎn)研究方法的改進,它著重研究品牌資產(chǎn)的市場表現(xiàn)(財務效果和市場效果),但是它忽略了品牌資產(chǎn)的真實來源和建立過程,特別是在企業(yè)品牌價值提升過程中,不利于企業(yè)開展針對性營銷活動。因此,顧客成為品牌資產(chǎn)測量的出發(fā)點。并將基于顧客的品牌資產(chǎn)定義為由企業(yè)營銷活動引發(fā)的顧客在認知、情感、態(tài)度和行為等方面對于企業(yè)營銷活動的差別化反應,從而形成的一種無形資產(chǎn)。其次,本文總結了有關品牌資產(chǎn)評估的方法,通過分析比較,決定選用Aaker的品牌資產(chǎn)分析方法對品牌資產(chǎn)進行評估。第三,對本文模型涉及的主要變量基于顧客的品牌資產(chǎn)和顧客感知價值的構念和維度進行較為系統(tǒng)的文獻回顧�；陬櫩偷钠放瀑Y產(chǎn)的構念主要包括感知質量、品牌忠誠、品牌知名度和品牌聯(lián)想,顧客感知價值的構念包括功能價值、情感價值和成本。第二部分主要是建立研究模型、提出研究假說。在文獻研究的基礎上,本文共提出14個研究假說。第三部分是數(shù)據(jù)分析和模型檢驗。本研究選取我國手機市場品牌作為研究對象,以問卷調查形式收集數(shù)據(jù),從品牌資產(chǎn)和顧客感知價值兩方面考慮研究量表,問卷設計中使用的量表是基于查閱相關國外文獻資料即根據(jù)西方成熟量表設計的。同時量表生成主要遵循了Churchill提出的量表設計原則。在總結相關學者研究的基礎上提出本文的量表初稿,并在征求了導師及相關專家的意見建議后,將測量題項的措辭表達方式進一步完善,為爭描述簡潔且不會造成歧義,隨后進行了預測試以強化問卷中各個測量題項的設計,確保評估量表的語意表達正確性。為了調查的方便,本研究主要采取網(wǎng)絡調查的方式進行,所有問題設計均為封閉式問題。抽樣分小樣本和大樣本兩個階段進行。在小樣本預試時,樣本量為90份,正式研究發(fā)放問卷250份,有效回收210份,有效問卷回收率為84%。之后,對回收數(shù)據(jù)進行編碼、錄入,模型擬合分析前,首先對問卷的信度和效度進行了檢驗,信度檢驗主要計算了各量表的克朗巴哈(Cronbach)α系數(shù),效度檢驗考查了量表的收斂效度和判別效度,分析結果表明,本研究選用的量表具有較好的信度和效度。模型擬合檢驗主要選用Amos7.0對構建的模型進行路勁系數(shù)檢驗。初次進行模型擬合時,卡方統(tǒng)計值與自由度之比(χ2/df)和近似均方根誤差(RMSEA)略高于標準要求,擬合優(yōu)度指數(shù)(GFI)和規(guī)范擬合指數(shù)(NFI)略低于標準。故應對模型進行調整,經(jīng)調整后,模型的χ2/df、RMSEA、GFI、NFI值均有所改觀,另外比較擬合指數(shù)(CFI)值有所下降,但同樣符合要求。模型路徑分析顯示,14個假設中有10條路徑的標準化系數(shù)都通過了顯著性檢驗,說明本研究提出的理論假設中,10個理論假設成立。 通過對數(shù)據(jù)分析和模型擬合檢驗,本文得到了以下研究結論: (1)從研究分析中發(fā)現(xiàn),感知質量和品牌知名度分別對感知成本產(chǎn)生負向和正向的影響;品牌知名度和品牌聯(lián)想對情感價值產(chǎn)生正向影響;品牌聯(lián)想、品牌忠誠、感知質量對功能價值產(chǎn)生正向影響;功能價值和情感價值對顧客感知價值產(chǎn)生正向影響,成本對顧客感知價值產(chǎn)生負向影響。(2)情感價值是顧客感知價值中最主要的影響因素,而影響情感價值的品牌資產(chǎn)因素中,品牌知名度到情感價值的路徑系數(shù)最大。另外,品牌知名度也是顧客認識品牌的第一步,所以,企業(yè)應當注重品牌知名度的建設,這是提高品牌資產(chǎn)價值和顧客感知價值的基礎。 本研究的價值在于,從基于顧客的品牌資產(chǎn)出發(fā),運用實證的方法分析了基于顧客的品牌資產(chǎn)各構成要素通過顧客感知價值構成要素影響到顧客總體感知價值的過程,探明了各要素之間的路徑關系,證明了品牌資產(chǎn)對顧客感知價值的影響。另外,本文引入顧客感知價值模型,從顧客角度分析品牌資產(chǎn)的來源,完善了Yoo, Donthu和Lee的品牌資產(chǎn)模型和現(xiàn)有理論。 在對企業(yè)營銷工作的指導上,本文提出要注重品牌宣傳,提高品牌知名度;同時注重整體品牌資產(chǎn)的建設,從品牌資產(chǎn)角度全面提升顧客感知價值等營銷建議。 同時本文在研究過程中也存在許多研究不足,例如選擇的行業(yè)主要是手機行業(yè),不利于跨行業(yè)比較;樣本主要局限于學生樣本,年齡和職業(yè)分布不均勻,沒有做分層抽樣;品牌資產(chǎn)評估模型目前還沒有達成統(tǒng)一的共識,評估的方法還有待提高;品牌資產(chǎn)各組成要素間的相關關系以及要素間的層級關系未納入分析討論,等等。以后學者的研究都可以圍繞這些方面進行。
[Abstract]:With the increasingly fierce competition among enterprises, increasing marketing costs, more transparent market information, more and more homogeneous products, customers gradually mature, brand has become an important means of distinguishing different products and services to win customers, more and more enterprises realize the importance of brand in production and operation. Brand equity is nearly 20 years old. The concept of brand equity first appeared in the early 1980s in the United States. It refers to the added value that brands bring to enterprises beyond the value of their products when compared with products without brands. At first, influenced by the reform and opening up and the multinational corporations'brand strategy, the brand awareness of the local enterprises and the whole society began to rise, actively creating their own brands, and brand equity began to be valued by Chinese enterprises.
As the most valuable intangible assets of a company, the evaluation of brand equity has become the focus of attention, and a large number of related studies have been carried out. Brand financial value is widely used in the market behavior of brand acquisition, merger or lease. One is customer-oriented brand equity evaluation, which focuses on evaluating brand strength from the consumer's point of view, that is, brand status in the consumer's mind. The impact of past marketing efforts on customer psychology and behavior.
From the current research situation, the brand equity evaluation based on customer can not only measure the change of brand strength and intensity, but also reveal the essential driving factors of economic value hidden in brand equity, and also find the factors that affect brand equity and its change. It has a guiding significance to the brand management of enterprises, and thus has a broad response. Therefore, the customer becomes the starting point of brand equity measurement. Based on the customer's brand equity, it is believed that the brand can bring various benefits to the enterprise because the brand has an impact on the customer's psychology and behavior. If a brand has no meaning to customers, it can not bring any value to the enterprise, and the core of brand equity is how to build a brand for customers, so customers are the real source of potential and real profits of brand equity. Studying brand equity from the customer's point of view can reflect its essence. Important theoretical value.
Both Keller and Aker believe that brand equity can not only create value for enterprises but also create value for customers. Through a large number of literature collection, this paper finds that the research on brand equity creating value for companies has been more abundant, but the research on the impact of brand equity on customer perceived value is less, and lack of reality. Certificate research, research is not systematic.
Based on the above research background analysis, this paper uses empirical research methods to study the impact of customer-based brand equity on customer perceived value.
The first part is literature review. Firstly, this paper summarizes three definitions of brand equity: brand equity based on finance, brand equity based on market and brand equity based on customer. Despite the great influence, the evaluation result has not been accepted and adopted by the capital market and enterprises. The reason is the lack of information which is instructive to the enterprise's business activities and brand management practice, and the evaluation method also has defects. The research method of brand equity is actually based on the improvement of the research method of financial brand equity. It focuses on the market performance of brand equity (financial effect and market effect), but it neglects the real source and establishment process of brand equity, especially in the process of brand value promotion, which is not conducive to targeted marketing. Therefore, the customer becomes the starting point of brand equity measurement. The customer-based brand equity is defined as an intangible asset formed by the customer's different response to marketing activities in terms of cognition, emotion, attitude and behavior. Secondly, this paper summarizes the related brand equity evaluation. Thirdly, the main variables involved in this model based on customer brand equity and customer perceived value are systematically reviewed. The concept of customer-based brand equity mainly includes perception. Quality, brand loyalty, brand awareness and brand association, and customer perceived value include functional value, emotional value and cost. The second part is to establish a research model and propose research hypothesis. On the basis of literature research, this paper puts forward 14 research hypotheses. The third part is data analysis and model testing. The mobile phone market brand in China is taken as the research object, and the data is collected by questionnaire. The research scale is considered from the aspects of brand equity and customer perceived value. The scale used in the design of the questionnaire is designed on the basis of consulting relevant foreign literature, i.e. according to the Western Maturity Scale. On the basis of summarizing the relevant scholars'research, this paper puts forward the first draft of the scale, and after consulting the advisors and relevant experts, further improves the wording of the measurement items, in order to describe concisely and without ambiguity, and then makes a prediction attempt to strengthen the design of each measurement item in the questionnaire. For the convenience of the survey, all the questions were designed as closed questions. Sampling was carried out in two stages: small sample and large sample. The validity and reliability of the questionnaires were tested. The Cronbach alpha coefficients of each scale were calculated. The validity and convergence validity of the scales were tested. The results showed that the validity and convergence validity of the scales were tested. Amos 7.0 was used to test the road stiffness coefficient of the model. The ratio of chi-square statistic value to degree of freedom (_2/df) and approximate root mean square error (RMSEA) were slightly higher than the standard requirement, and the goodness of fit index (GFI) and standard fitting index (NFI) were used to test the road stiffness coefficient of the model. Therefore, the model should be adjusted. After adjustment, the_2/df, RMSEA, GFI, NFI values of the model have been improved, and the CFI values have decreased, but also meet the requirements. The path analysis of the model shows that the standardization coefficients of 10 of the 14 hypotheses have passed the significance test, indicating the rationale proposed in this study. In the hypothesis, 10 theoretical hypotheses are established.
Through data analysis and model fitting test, this paper draws the following conclusions: (1) From the research analysis, perceived quality and brand awareness have a negative and positive impact on perceived cost; brand awareness and brand association have a positive impact on emotional value; brand association, brand loyalty, perceived quality have a positive impact on function. (2) Emotional value is the most important factor affecting customer perceived value, and the path coefficient from brand awareness to emotional value is the largest among the factors affecting brand equity. In addition, brand awareness is the first step for customers to understand the brand, so enterprises should pay attention to the construction of brand awareness, which is the basis for improving the value of brand assets and customer perceived value.
The value of this study is that, from the perspective of customer-based brand equity, this paper uses empirical methods to analyze the process in which the components of customer-based brand equity affect customer perceived value through the components of customer perceived value, explores the path relationships among the elements, and proves that brand equity has an impact on customer perceived value. In addition, this paper introduces the customer perceived value model, analyzes the source of brand equity from the customer perspective, and improves Yoo, Donthu and Lee's brand equity model and existing theories.
In the guidance of enterprise marketing, this paper puts forward some marketing suggestions, such as paying attention to brand propaganda and improving brand awareness, paying attention to the construction of overall brand equity and enhancing customer perceived value from the perspective of brand equity.
At the same time, there are also many deficiencies in the research process, such as the choice of industry is mainly mobile phone industry, which is not conducive to cross-industry comparison; the sample is mainly limited to the student sample, age and occupation distribution is uneven, not stratified sampling; brand equity evaluation model has not yet reached a consensus, evaluation methods are yet to be achieved. In the future, scholars can focus on these aspects.
【學位授予單位】：西南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F274;F273.2;F224

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