基于TBCI的垂直型B2C网站品牌溢价分析

发布时间：2018-01-20 11:06

本文关键词： 垂直型B2C网站品牌溢价品牌信用度　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着中国网络行业市场规模的不断扩大,网络购物行业发展日益成熟。在一些综合类电商格局已定的情况下,垂直类电商领域"专"而"深"的特点吸引着一些企业,这些企业将垂直类B2C模式作为新的网络购物市场发展增长点。对于这一领域,一方面是具有不断成长的网络交易市场,另一方面则是面临着极其严峻的竞争。对于这一类垂直型B2C网站,如何能够形成品牌溢价,即如何在满足目标顾客需求的前提下,取得高于其他竞争者同类的产品或者服务的价格和销量,从而能够实现自身利润的最大化,成为了极其需要解决的问题。本文基于TBCI视角,对于垂直型B2C网站品牌进行溢价分析,并对垂直型B2C网站的品牌建设发展提出合理化建议。本文的内容主要分为六个部分:第一章是引言,主要从选题背景和意义、研究的内容和方法、研究的创新和不足几个方面进行简单介绍。第二章是文献综述和理论基础,文献综述部分主要是对垂直型B2C网站自身发展和品牌溢价的已有研究进行了概括总结。理论基础主要是基于消费者的选择,对于品牌经济学和认知心理学两个角度的理论进行了阐述分析。第三章是垂直型B2C网站消费者购买意愿调查,通过调查问卷的形式对于消费者的购买意愿进行描述性分析总结。第四章和第五章是本文的主体部分,主要是以乐蜂网和乐淘网为例,分别对于垂直型B2C网站的实证研究。基于TBCI对两个网站的品牌信用度和品牌溢价进行测算分析。第六章是对比分析结论和建议,主要对于乐蜂网和乐淘网的品牌信用度指标以及品牌溢价进行对比分析,并且提出了垂直型B2C网站品牌发展的意见和建议。对于垂直型B2C网站来说,从消费者选择的角度出发,通过品牌建设来降低消费者选择成本,从而进一步的提升消费者情感利益,这就是实现自身品牌溢价的核心内容。
[Abstract]:With the continuous expansion of the market size of China's network industry, the online shopping industry is increasingly mature. The characteristics of "special" and "deep" in the field of vertical e-commerce attract some enterprises. These enterprises take the vertical B2C model as the new growth point of network shopping market. On the one hand, there is a growing network trading market, on the other hand, it is facing extremely severe competition. For this kind of vertical B2C website, how to form brand premium. That is, how to meet the needs of the target customers, to achieve higher than other competitors similar products or services of the price and sales, so as to maximize their own profits. This paper based on the TBCI perspective, for vertical B2C website brand premium analysis. The content of this paper is divided into six parts: the first chapter is the introduction, mainly from the background and significance of the topic, research content and methods. The second chapter is the literature review and theoretical basis. The literature review part mainly summarizes the existing research on the development of vertical B2C website and brand premium. The theoretical basis is mainly based on the choice of consumers. For the brand economics and cognitive psychology of the two angles of theoretical elaboration and analysis. Chapter three is vertical B2C website consumer purchase intention survey. Through the form of questionnaire to the consumer purchase intention descriptive analysis and summary. Chapter 4th and 5th are the main part of this article, mainly take Lefeng and Le Tao net as examples. On the vertical B2C website empirical research. Based on TBCI to the two websites of brand credit and brand premium were measured and analyzed. 6th chapter is the comparative analysis of conclusions and recommendations. Mainly for Lefeng and Le Amoy net brand credit index and brand premium comparative analysis, and put forward vertical B2C website brand development advice and suggestions. For vertical B2C website. From the point of view of consumer choice, the core content of realizing brand premium is to reduce the cost of consumer choice through brand construction, and to further enhance consumer emotional interests.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F273.2

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