品牌APP营销对品牌认知的影响：顾客感知价值的中介作用

发布时间：2018-01-24 00:45

本文关键词： 品牌APP营销品牌认知顾客感知价值　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,品牌APP数量快速增长,品牌APP营销开始成为一种营销手段。伴随着移动设备和无线终端的快速发展,品牌APP越来越受到大众的欢迎。品牌APP营销已被认为是一种新型营销手段,由于自身独特的特点,很多的企业正在以各种形式开展品牌APP营销。品牌是企业构造竞争力的必备武器,而品牌认知在品牌塑造中发挥重要作用。在21世纪年代,由于品牌可以创造的价值巨大,导致如何形成一个品牌成为了学者们的研究重点。随着研究的增多和深入,人们发现品牌认知在构建品牌中发挥着巨大作用,品牌认知的重要性得到人们的关注。为了研究品牌APP营销与品牌认知之间的关系,本文从文献研究中分别总结出品牌APP营销和品牌认知的共性,将品牌APP营销划分为娱乐性、便捷性以及可靠性三个维度,将品牌认知划分为品牌知名度和品牌联想度两个维度。基于以上的划分,提出品牌APP营销娱乐性、便捷性以及可靠性分别对品牌知名度和品牌联想度有正向影响的假设。而关于营销对品牌认知的影响的文献研究都是采取直接路径,这方面的研究较为成熟,取得了丰富的研究成果。但是,探究营销与品牌认知之间可能存在的中介变量的影响的文献比较少。本文则将顾客感知价值引入研究之中,将其假设为品牌APP营销与品牌认知之间的中介变量,并且在文献研究中总结出顾客感知价值的三个维度:社交价值、实用价值和情感价值。基于以上内容,本文主要的研究内容是:品牌APP营销对品牌认知的影响,顾客感知价值对品牌认知的影响,以及顾客感知价值的中介效应,本研究的研究模型体现了三者之间的关系假设,最后通过问卷调查收集数据,对数据用spss进行分析,检验研究假设。通过对数据分析,得出如下结果:1.品牌APP营销对品牌认知有显著影响;2.顾客感知价值对品牌认知有显著影响;3.顾客感知价值在品牌APP营销和品牌认知的关系中具有中介作用。最后在研究结论的基础上对企业进行品牌APP营销提出了一些建议:企业在进行品牌APP营销的过程中,要充分发挥品牌APP营销娱乐性、便捷性和可靠性的特点,扩大营销受众,扩大营销范围,形成好的营销效果。1.加强运营管理,提高品牌APP便捷性。2.加强信息审查,确保品牌APP展示的信息可靠性。3.加强在品牌APP设计上的投入,增强品牌APP的娱乐性。4.在加强品牌APP营销便捷性维度的同时,注重情感价值的培养。5.在加强品牌APP营销可靠性维度的同时,注重实用价值的培养。
[Abstract]:In recent years, the number of brand APP has increased rapidly, and brand APP marketing has become a marketing means, along with the rapid development of mobile devices and wireless terminals. Brand APP is more and more popular with the public. Brand APP marketing has been regarded as a new type of marketing means, due to its unique characteristics. Many enterprises are carrying out brand APP marketing in various forms. Brand is the necessary weapon to build competitiveness of enterprises, and brand cognition plays an important role in brand shaping. In 21th century. As the value of brand can be huge, how to form a brand has become the focus of scholars. With the increase and depth of research, people find that brand cognition plays a great role in building a brand. In order to study the relationship between brand APP marketing and brand cognition, this paper summarizes the commonness of brand APP marketing and brand cognition from the literature research. Brand APP marketing is divided into three dimensions: entertainment, convenience and reliability, and brand cognition is divided into two dimensions: brand awareness and brand association. Put forward brand APP marketing entertainment. Convenience and reliability respectively have a positive impact on brand awareness and brand association. But the literature on the impact of marketing on brand awareness is a direct path, this research is more mature. However, there is little literature to explore the influence of intermediary variables between marketing and brand cognition. This paper introduces customer perceived value into the study. It is assumed to be the intermediary variable between brand APP marketing and brand cognition, and the three dimensions of customer perceived value are summarized in the literature research: social value, practical value and emotional value. The main research contents of this paper are: the influence of brand APP marketing on brand cognition, the influence of customer perceived value on brand cognition, and the intermediary effect of customer perceived value. The research model of this study reflects the relationship between the three hypotheses. Finally, through the questionnaire survey to collect data, to analyze the data with spss, to test the research hypotheses, and through the analysis of the data. The results are as follows: 1. Brand APP marketing has a significant impact on brand cognition; 2. Customer perceived value has significant influence on brand cognition; 3. Customer perceived value plays an intermediary role in the relationship between brand APP marketing and brand cognition. Finally, on the basis of the research conclusions, some suggestions are put forward for enterprises to carry out brand APP marketing. Enterprises in the process of brand APP marketing. We should give full play to the characteristics of entertainment, convenience and reliability of brand APP marketing, expand the audience of marketing, expand the scope of marketing, form a good marketing effect. 1. Strengthen the operation management. Improve the convenience of brand APP. 2. Strengthen the information review to ensure the information reliability of brand APP display. 3. Strengthen the investment in brand APP design. Enhance the entertainment of brand APP. 4. while strengthening the dimension of brand APP marketing convenience, pay attention to the cultivation of emotional value. 5. Strengthen the brand APP marketing reliability dimension at the same time. Pay attention to the cultivation of practical value.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F273.2

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