本文關(guān)鍵詞： 感知質(zhì)量 顧客滿意 礦泉水品牌　出處：《南京財經(jīng)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：我國礦泉水生產(chǎn)企業(yè)約1200多家，年銷售總額約476.8億元，年增長25%以上。由于市場增長快，利潤高，境內(nèi)企業(yè)和國際跨國企業(yè)競爭激烈，礦泉水市場已經(jīng)進(jìn)入多寡頭市場競爭階段。在礦泉水這類產(chǎn)品同質(zhì)化較高的市場中，品牌在競爭中發(fā)揮的作用尤為關(guān)鍵。在境外礦泉水品牌和本土礦泉水品牌并行發(fā)展中，本土礦泉水品牌究竟處在什么態(tài)勢？本土礦泉水品牌如果加強(qiáng)品牌戰(zhàn)略，應(yīng)該在品牌建設(shè)的什么指標(biāo)上下工夫？能否通過消費(fèi)者感知質(zhì)量和消費(fèi)者滿意角度探索品牌建設(shè)路徑？能否依據(jù)現(xiàn)有品牌感知理論構(gòu)建量化衡量礦泉水品牌強(qiáng)弱的測定模型？本文選擇上述角度對礦泉水品牌感知進(jìn)行實(shí)證研究。本研究擴(kuò)寬了礦泉水行業(yè)的研究視角，為礦泉水企業(yè)提供了較為明確的感知質(zhì)量的提升路徑，對其快速提升品牌競爭力，顧客滿意，增強(qiáng)競爭優(yōu)勢提供了參考依據(jù)。 經(jīng)過專家打分對感知質(zhì)量五個維度賦權(quán)重的結(jié)果是有形性最高，占總體權(quán)重的51.66%，其次是保證性20.69%，移情性13.62%，可靠性8.03%，最低的是響應(yīng)性只有6%。對依云、冰露、娃哈哈和農(nóng)夫山泉四個礦泉水品牌感知質(zhì)量的比較結(jié)果是得分最高的是農(nóng)夫山泉3.57分，得分第二的是娃哈哈3.27分，位居第三是依云3.14分，排名最低的是冰露3.12分。農(nóng)夫山泉不僅僅綜合排名第一而且感知質(zhì)量五個維度中每個維度的得分基本處于領(lǐng)先的位置，擁有較絕對的品牌優(yōu)勢。從有形性方面，四個品牌的分差基本在產(chǎn)品質(zhì)量、產(chǎn)品宣傳以及產(chǎn)品價格三個問項(xiàng)中，其他兩個問項(xiàng)基本沒有差別；在可靠性方面，得分最高的依然是農(nóng)夫山泉，其次是依云、娃哈哈，最后是冰露，在這里依云超過娃哈哈躋身第二位；在保證性方面，四個品牌在保證性方面的排名是農(nóng)夫山泉、依云、娃哈哈、冰露，并且四個品牌之間的差距很小，不是很顯著；在響應(yīng)性方面，農(nóng)夫山泉和其他三個品牌相比只有微弱的優(yōu)勢，沒有較大差異；在移情性方面，，四個品牌的排名發(fā)生了一些變化，從高到低依次是農(nóng)夫山泉、冰露、娃哈哈以及依云。本次研究發(fā)現(xiàn)，在研究的四個礦泉水品牌中，本土品牌感知質(zhì)量并沒有低于國外品牌的礦泉水，并具有較大的優(yōu)勢。
[Abstract]:There are over 1, 200 mineral water production enterprises in China, with annual sales volume of about 47.68 billion yuan, with an annual increase of more than 25%. Due to the rapid market growth and high profits, domestic enterprises and international multinational enterprises are facing fierce competition. The mineral water market has entered the stage of multi-oligarch market competition. In the market with high homogeneity of mineral water products, brand plays a particularly important role in the competition. In the parallel development of overseas mineral water brand and local mineral water brand, What is the situation of the local mineral water brand? If the local mineral water brand strengthens the brand strategy, what target should be put into the brand construction? Can we explore the path of brand building from the perspective of consumer perceived quality and consumer satisfaction? Can we build a quantitative model to measure the strength of mineral water brand according to the existing brand perception theory? This study broadens the research perspective of mineral water industry, and provides a clear path to improve the perceived quality of mineral water enterprises, so as to improve the brand competitiveness quickly. Customer satisfaction, enhance competitive advantage to provide a reference basis. After experts rated the five dimensions of perceived quality as heavy, the result was the most tangible, accounting for 51.66% of the total weight, followed by assurance 20.6995, empathy 13.62, reliability 8.03, and the lowest was only 66.For Evian, ice dew, The comparison of perceived quality between Wahaha and Farmer Springs showed that the highest score was 3.57, the second was Wahaha 3.27, and the third was Evian 3.14. The lowest ranked was ice dew 3.12. Not only was Farmer Springs ranked first, but also the scores of each of the five dimensions of perceived quality were basically in the leading position, with absolute brand advantages. The difference between the four brands is basically in the three questions of product quality, product promotion and product price. The other two questions are basically no different. In terms of reliability, the highest score is still the Farmer Spring, followed by Evian and Wahaha. Finally, ice dew, where Evian overtook Wahaha as the second place; in terms of assurance, the four brands ranked as Farmer Springs, Evian, Wahaha, Ice Dew, and the gap between the four brands was very small. Not very significant; in terms of responsiveness, Farmer Springs have only a slight advantage over the other three brands, and there is no big difference. In terms of empathy, the ranking of the four brands has changed, from high to low to farmers' spring. Ice dew, Wahaha and Evian. This study found that the perceived quality of local brands is not lower than that of foreign brands, and has a great advantage.
【學(xué)位授予單位】：南京財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.82;F274

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