消费者视角下中国大米品牌形象提升研究

发布时间：2018-01-26 21:07

本文关键词： 消费者视角中国大米品牌形象贝尔模型　出处：《哈尔滨商业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化的快速发展,越来越多的外国大米品牌抢占中国大米市场,尤其是高端市场。在与外国大米品牌竞争时,中国大米品牌形象不如外国大米品牌形象的问题非常明显,这主要由于中国大米品质参差不齐、大米企业规模小且杂乱以及零售商掺杂劣质大米等原因造成的,这严重阻碍了中国大米品牌的健康发展。为了提升中国大米品牌竞争力,保障大米品牌的稳健发展,研究如何提升中国大米品牌形象已成为亟需解决的问题。而提升中国大米品牌形象的关键在于准确找到中国与外国大米品牌形象在哪些方面存在差距。通过对国内外相关文献的整理分析,以贝尔模型为基础,提出了基于消费者视角的3维度大米品牌形象测量模型,并通过调研访谈等方式,确定了各维度中的测量指标。在此基础上采用结构方程建模的方法,对大米品牌形象测量模型进行了定量分析,验证了该模型的有效性。为了找到中国与外国大米品牌形象的具体差异,本文选取日本大米为对比对象,用已经确定的大米品牌形象测量模型为测量工具,采取T检验的方法,对比了中国与日本大米的品牌形象,并找到差异所在。其中,中国与日本大米品牌形象在产品形象维度和企业形象维度上存在着显著差异,且均是日本大米品牌优于中国大米品牌,其中产品形象维度中的大米感官指标和企业形象维度中的企业生产环境指标差异最大;中国与日本大米品牌形象在消费者形象维度上差异不显著。本文最后针对中国与日本大米品牌形象的具体差异,从产品层面、企业层面和政府层面三方面对提升中国大米品牌形象的具体措施提出了建议,为中国大米品牌形象提升研究提供新思路。
[Abstract]:With the rapid development of economic globalization, more and more foreign rice brands seize the Chinese rice market, especially the high-end market. The image of Chinese rice brand is not as good as that of foreign rice brand. This is mainly due to the uneven quality of rice in China, the small and messy scale of rice enterprises and the poor quality rice mixed by retailers. This seriously hinders the healthy development of Chinese rice brand. In order to enhance the competitiveness of Chinese rice brand and ensure the steady development of rice brand. It has become an urgent problem to study how to improve the image of Chinese rice brand. The key to improve the image of Chinese rice brand is to find out exactly what the gap exists between Chinese and foreign rice brand image. Analysis of internal and external literature. Based on Bell model, this paper puts forward a three-dimension model of measuring the brand image of rice based on consumer perspective, and through research and interview, and so on. On the basis of this, the quantitative analysis of rice brand image measurement model is carried out by using the method of structural equation modeling. In order to find out the difference between Chinese and foreign rice brand image, this paper selects Japanese rice as the contrast object and uses the established rice brand image measurement model as the measurement tool. Using the method of T test, this paper compares the brand image of Chinese rice and Japanese rice, and finds out the difference. Among them, there are significant differences in product image dimension and enterprise image dimension between Chinese and Japanese rice brand image. The Japanese rice brand is superior to the Chinese rice brand, among which the rice sensory index in the product image dimension and the enterprise production environment index in the enterprise image dimension have the biggest difference; There is no significant difference between Chinese and Japanese rice brand image in the dimension of consumer image. Finally, this paper aims at the specific differences between China and Japan rice brand image, from the product level. At the enterprise level and the government level, the author puts forward some suggestions on how to improve the brand image of rice in China, which provides a new idea for the research on the promotion of the brand image of rice in China.
【学位授予单位】：哈尔滨商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.5

【参考文献】