品牌价值构成因素的边际效用研究

发布时间：2018-01-19 14:19

  本文关键词： 品牌价值 边际效用 边际效用递减 精神消费需求 竞争优势　出处：《预测》2013年03期 　论文类型：期刊论文

【摘要】：本文回顾品牌价值和边际递减理论,认为品牌实质上是一种依附于某类商品上能够满足消费者精神消费需求的"共生"商品,因此边际效用理论同样适用于对品牌的分析。以Keller和Aaker等人研究为基础,提炼出品牌价值构成因素共11个,并选取服装市场上具有代表性的153个品牌为研究对象,通过在国内6个城市2215个消费者和97名业内专家的评价获取一手数据。将153个品牌的品牌价值要素评价均值从大到小排列,进行曲线回归,分析结果发现:无提示知晓度在n≤13.77时呈对数曲线规律,n≥13.77时呈指数曲线规律;有提示知晓度呈指数递减规律;消费者感知评价指标和服装业内人士评价指标呈立方函数曲线递减规律。本研究为企业对品牌价值构成因素的管理控制的横向比较提供预测方法。
[Abstract]:This paper reviews the theory of brand value and marginal decline, and thinks that brand is a kind of "symbiotic" commodity which can satisfy the consumer's spiritual consumption demand. Therefore, marginal utility theory is also applicable to the analysis of brand. Based on the research of Keller and Aaker, 11 factors of brand value are extracted. And select 153 representative brands in the clothing market as the research object. Through the evaluation of 2215 consumers and 97 industry experts in 6 cities in China, the primary data were obtained. The average value of the brand value of 153 brands was arranged from large to small, and the curve regression was carried out. The results showed that the degree of intelligibility was a logarithmic curve when n 鈮，

本文编号：1444540