發(fā)布時(shí)間：2018-10-14 15:00

【摘要】： 隨著買方市場(chǎng)的到來(lái),市場(chǎng)上的各類商品越來(lái)越趨于多元化和同質(zhì)化,一方面消費(fèi)者在購(gòu)買商品時(shí)有了更大的選擇空間,使得企業(yè)越來(lái)越重視品牌的作用,希翼通過(guò)加強(qiáng)品牌的運(yùn)營(yíng)來(lái)獲得競(jìng)爭(zhēng)優(yōu)勢(shì);另一方面產(chǎn)品的同質(zhì)化需要企業(yè)足夠重視消費(fèi)者的需求,在充分考慮消費(fèi)者需求的基礎(chǔ)上生產(chǎn)消費(fèi)者需要的產(chǎn)品。企業(yè)只有充分考慮顧客的需求,才能為顧客提供令其滿意的產(chǎn)品和服務(wù),從而才有可能獲得顧客對(duì)該品牌的忠誠(chéng)行為,進(jìn)而使得該品牌在市場(chǎng)上具有一定的競(jìng)爭(zhēng)優(yōu)勢(shì)。 本文從顧客忠誠(chéng)這一視角去研究企業(yè)的品牌競(jìng)爭(zhēng)力,首先分析了顧客忠誠(chéng)和品牌競(jìng)爭(zhēng)力的關(guān)系,指出顧客忠誠(chéng)是品牌競(jìng)爭(zhēng)力的重要驅(qū)動(dòng)因素。其次從顧客忠誠(chéng)角度去選取品牌競(jìng)爭(zhēng)力的評(píng)價(jià)指標(biāo),構(gòu)建出了基于顧客忠誠(chéng)的品牌競(jìng)爭(zhēng)力評(píng)價(jià)指標(biāo)體系,同時(shí)從品牌競(jìng)爭(zhēng)力評(píng)價(jià)指標(biāo)體系中的各指標(biāo)出發(fā),針對(duì)各個(gè)指標(biāo)提出了品牌競(jìng)爭(zhēng)力的提升策略。最后選取西安筆記本電腦市場(chǎng)作為樣板進(jìn)行實(shí)證研究,根據(jù)本文所構(gòu)建的品牌競(jìng)爭(zhēng)力的評(píng)價(jià)指標(biāo)體系,運(yùn)用層次分析法對(duì)西安筆記本電腦市場(chǎng)的六個(gè)代表性品牌的品牌競(jìng)爭(zhēng)力進(jìn)行量化分析。 通過(guò)理論研究表明,顧客忠誠(chéng)對(duì)企業(yè)獲取品牌競(jìng)爭(zhēng)優(yōu)勢(shì)具有非常大的作用;構(gòu)建出基于顧客忠誠(chéng)的品牌競(jìng)爭(zhēng)力評(píng)價(jià)指標(biāo)體系:指出企業(yè)不但要強(qiáng)化品牌意識(shí),而且還應(yīng)該通過(guò)對(duì)體系中各指標(biāo)的優(yōu)化提升以實(shí)現(xiàn)品牌競(jìng)爭(zhēng)力的整體提升。通過(guò)實(shí)證分析得到各指標(biāo)對(duì)品牌競(jìng)爭(zhēng)力的相對(duì)影響程度,再結(jié)合消費(fèi)者調(diào)查問(wèn)卷的數(shù)據(jù)計(jì)算得出在西安筆記本電腦市場(chǎng)上六個(gè)代表性品牌的品牌競(jìng)爭(zhēng)力排名。
[Abstract]:With the arrival of the buyer's market, all kinds of goods in the market tend to be diversified and homogenized. On the one hand, consumers have more choice in purchasing goods, which makes enterprises pay more and more attention to the role of brands. On the other hand, the homogenization of products requires enterprises to pay enough attention to the needs of consumers and to produce products that consumers need on the basis of fully considering the needs of consumers. Only by fully considering the needs of customers, enterprises can provide customers with satisfactory products and services, thus it is possible to obtain customer loyalty to the brand and thus make the brand have a certain competitive advantage in the market. This paper studies the brand competitiveness of enterprises from the perspective of customer loyalty. Firstly, it analyzes the relationship between customer loyalty and brand competitiveness, and points out that customer loyalty is an important driving factor of brand competitiveness. Secondly, the evaluation index of brand competitiveness is selected from the customer loyalty perspective, and the evaluation index system of brand competitiveness based on customer loyalty is constructed. At the same time, the evaluation index system of brand competitiveness starts from each index system. Aiming at each index, the paper puts forward the strategy of promoting brand competitiveness. Finally, select Xi'an notebook computer market as a model for empirical research, according to the evaluation index system of brand competitiveness, This paper makes a quantitative analysis of brand competitiveness of six representative brands in Xi'an notebook computer market by using the Analytic hierarchy process (AHP). Through theoretical research, it is shown that customer loyalty plays a very important role in obtaining brand competitive advantage, and the evaluation index system of brand competitiveness based on customer loyalty is constructed. It is pointed out that enterprises should not only strengthen brand awareness, but also build up a brand competitiveness evaluation index system based on customer loyalty. Moreover, we should improve the overall competitiveness of the brand through the optimization and promotion of each index in the system. Through the empirical analysis of the relative impact of each index on brand competitiveness, combined with the data of the consumer questionnaire to calculate the brand competitiveness of six representative brands in Xi'an notebook computer market.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 張營(yíng)利;基于體驗(yàn)營(yíng)銷的服裝品牌終端競(jìng)爭(zhēng)力研究[D];東華大學(xué);2011年

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本文編號(hào)：2270819