基于品牌资产的老字号顾客忠诚度的研究

发布时间：2018-05-19 09:07

本文选题：中华老字号 + 品牌资产　；参考：《华东理工大学》2014年硕士论文

【摘要】：中华老字号是指历史悠久、拥有世代传承的产品、技艺或服务。其往往历经数十年乃至上百年的历史,有鲜明的中华名族传统文化背景和文化底蕴,取得社会广泛认同,一直以来获得大众的认可和信赖。然而经历了建国初期的对私改造,文革动乱的扫四旧,以及市场经济的优胜劣汰后,让曾经享誉海内外的老字号大伤元气,导致曾经是中华商业文化精髓的中华老字号品牌严重衰退,正以每年5%的速度减少。如何拯救和促进中华老字号品牌发展成为一个重要问题。品牌资产是任何一个企业经营的关键性的无形资产,同样也是发展老字号品牌的基础和前提。而老字号品牌顾客忠诚度的下降,归根到底是品牌资产流失所引起的,遗憾的是这些中华老字号品牌并没有深刻意识到这一点,最后品牌日趋衰弱。鉴于此,本研究立足于营销学和消费者行为学的相关理论,从老字号品牌特点和消费者视角出发,重新构建老字号品牌资产的四个维度(品牌知名度、品牌形象、品牌信任和品牌支持),并且把顾客感知价值作为中介变量,顾客忠诚度作为应变量,组成了新的模型,研究老字号品牌资产对于顾客感知价值的作用,老字号品牌产品的顾客感知价值对顾客忠诚度的作用,以及顾客感知价值的中介作用。实证分析的结果表明：1、品牌知名度对顾客感知价值的不具有正向影响。这可能是由于现今大多老字号品牌缺乏定位于高端市场的知名产品,以及老字号品牌缺乏有效营销手段等其他因素,使得产品知名度受损；2、品牌形象对顾客社会性感知价值不具有正向影响。原因可能与老字号品牌包装老旧、形象刻板,不能够满足中国消费者的“面子”需求有关。3、品牌信任对顾客感知价值的正向影响假设成立。说明“信任”是唯一能够实现新老消费者代际传递的情感因素；4、顾客感知价值在老字号品牌资产和顾客忠诚度之间确实起到了完全中介的作用。根据所得结论,老字号企业应当注重高端产品开发和有效保护品牌知识产权,加强产品形象的不断更新,以顺应时代的品位,并且不惜一切代价维护良好的信誉,着力于顾客感知价值的提升,这将对老字号品牌消费者的忠诚度具有积极作用。
[Abstract]:The old Chinese brand refers to products, skills, or services that have a long history and have been handed down from generation to generation. It often goes through decades or even hundreds of years of history, has a distinct Chinese ethnic traditional cultural background and cultural background, has been widely recognized by the community, has been recognized and trusted by the public. However, after the initial period of the founding of the people's Republic of China, the shake-up of the Cultural Revolution, and the survival of the fittest in the market economy, the old brands that once enjoyed great fame at home and abroad have greatly damaged their vitality. Leading to a severe decline in old Chinese brands, once the essence of Chinese business culture, is declining at a rate of 5 per cent a year. How to save and promote the development of old Chinese brands has become an important issue. Brand equity is the key intangible asset of any enterprise, and it is also the foundation and premise of developing old brand. But the old brand customer loyalty decline, in the final analysis is caused by the loss of brand assets, unfortunately, these old Chinese brands have not been deeply aware of this point, the final brand is weakening day by day. In view of this, based on the relevant theories of marketing and consumer behavior, this study reconstructs the four dimensions (brand awareness, brand image) of old brand equity from the perspective of brand characteristics and consumers. Brand trust and brand support, and take customer perceived value as intermediary variable and customer loyalty as dependent variable, form a new model to study the role of brand equity to customer perceived value. The effect of customer perceived value on customer loyalty and the intermediary function of customer perceived value. The result of empirical analysis shows that brand awareness has no positive effect on customer perceived value. This may be due to the fact that most of today's established brands lack well-known products targeted at the high end of the market, as well as other factors such as the lack of effective marketing tools for established brands. The brand image has no positive effect on customer social perceived value. The reasons may be related to the old brand packaging, stereotype, can not meet the "face" needs of Chinese consumers. 3. The positive impact of brand trust on customer perceived value hypothesis is established. It shows that "trust" is the only emotional factor that can realize the intergenerational transmission of new and old consumers. Customer perceived value plays a role as a complete intermediary between old brand assets and customer loyalty. According to the conclusion, established enterprises should pay attention to high-end product development and effective protection of brand intellectual property rights, strengthen the continuous updating of product image to conform to the taste of the times, and maintain a good reputation at all costs. Focus on the promotion of customer perceived value, which will have a positive effect on the old brand consumer loyalty.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

【参考文献】