基于隐性需求的动漫品牌资产形成研究

发布时间：2018-01-31 18:50

本文关键词： 品牌资产隐性需求动漫品牌形成路径实证研究　出处：《天津财经大学》2009年博士论文　论文类型：学位论文

【摘要】： 动漫产业的价值增长点是动漫品牌。动漫品牌是通过对原创作品中的经典形象、符号和价值观念进行提炼,赋予品牌的核心内涵,并运用现代传播思想和手段进行品牌传播和推广。通过创建的动漫品牌来扩大品牌知名度,进而通过品牌授权,向动漫衍生产品扩散,使其品牌不断增值。可以说原创动漫作品是其产业链的基础,而动漫品牌是其市场开发的引擎。本文从品牌资产理论的演化逻辑和结构解析着手,探求隐性需求与产出绩效之间的逻辑关系。在对品牌资产相关文献进行回顾和评述之后,寻找研究的空白点和机会。运用焦点组访谈技术和结构建模的方法,从消费者隐性需求出发,探讨其在品牌关系互动和产出绩效之间的关系。最后,建立基于消费者隐性需求的品牌形象识别方法以及品牌资产形成的结构路径,明确进一步研究的主题和方向。本文首先着眼于动漫品牌资产研究的现实背景、理论价值和逻辑框架的分析。本文主要从动漫品牌形象提升的必要性以及品牌资产理论内在逻辑整合的视角出发,分析隐性需求认知在品牌资产测量中的作用。首先分析了动漫产业快速发展的趋势,指出动漫品牌亟待价值提升和实现品牌的溢价效应,分析了动漫品牌动态成长的现实意义。其次,本文对传统的品牌资产理论进行评述和反思,并指出应从品牌资产内在逻辑的演进中,丰富品牌资产测量的内涵,系统分析顾客心智的要素以及隐性需求动机对品牌资产的影响。最后,说明了本文的研究框架和研究的创新之处。在品牌资产形成结构中引入内隐需求变量成为本文关注的焦点。文献研究回顾与评析中首先通过理论回顾,分析了品牌资产测量的四个主要阶段:即基于金融财务绩效、产品市场产出、顾客品牌关系、隐性需求认知等的品牌资产理论,对传统的基于金融财务绩效、产品市场产出和基于消费者的品牌资产理论进行综述。其次,分析新品牌金字塔建构中的相关隐性需求变量以及相关的理论和文献所做出的贡献,系统地分析了隐性需求在品牌资产研究中的发展历程以及关键的影响效果。最后,提出了本文研究的空白点和机会。本文力图结合定性的焦点组技术和定量的结构建模技术,对新品牌资产结构进行诠释。在焦点组访谈中着重勾画品牌隐性需求图谱。本章首先运用焦点组技术,对动漫品牌的隐性需求元素进行识别,并根据参与者的特征进行描述性统计分析。其次,针对显性需求和隐性需求消费者的配比样本,进行探索性分析;再次,提出隐性需求与传统品牌资产影响因素的逻辑模型,以及调研样本的选择,进行初步的模型设计。最后,考察了现有消费者和潜在消费者对于动漫产品的隐性需求动机差异,通过因子分析和纯化分析,进行结构产品的隐性需求动机差异和结构建模,并对实证分析的结果进行检验。在相关研究的基础上,本文加强了基于内隐需求的品牌资产形成机制研究及对未来研究方向进行展望。首先,分析提升品牌资产价值的途径以及不同调节因素对于品牌资产的影响。文章在末尾分析了消费者隐性需求研究对于品牌资产理论的贡献,并对立足于动漫产业的独特需求,实现品牌资产理论的创新具有重要借鉴意义。最后,指出了文章研究的局限以及未来需要进一研究的问题。
[Abstract]:The animation industry value growth point is the animation brand. Brand animation is based on the original works of the classic image, symbols and values extracted, the core meaning of the brand, and brand communication and promotion of the use of modern communication ideas and means. By creating the animation brand to expand brand awareness, and through brand licensing to the animation derivative product diffusion, the brand value unceasingly. It can be said that the original animation works is the foundation of the industrial chain, and animation brand is its market development engine. Based on the evolutionary logic and structure analysis of brand equity theory to explore the logical relationship between the implicit demand and output performance after the brand equity. The literature review and comments, find the gap and chance of the research. Using the method of focus group interview technique and structure modeling, starting from the consumer implicit demand. The relationship between brand relationship interaction and output performance is discussed. Finally, a brand image recognition method based on consumer implicit demand and the structural path of brand equity formation are established, and the theme and direction of further research are identified.
This paper focuses on the realistic background of animation brand equity research, theoretical analysis and logical framework. This article mainly embarks from the animation to enhance the brand image and brand equity theory the necessity of integration of the internal logic perspective, analysis of implicit demand cognition in the brand equity measurement function is analyzed. The rapid development of animation industry trend. That cartoon brand needs to promote the value and Realization of premium brand effect, analyzes the practical significance of animation brand dynamic growth. Secondly, this paper reviews and Reflections on the traditional theory of brand assets, and points out that the evolution of the internal logic of brand equity should be in the rich connotation of the brand equity measurement system, the analysis of the factors affecting customer mind and recessive demand for brand equity. Finally, explain the research framework and research innovation.
In the formation of brand equity structure in the introduction of implicit demand variables become the focus of this paper. Firstly, the literature review and analysis through literature review, analysis of the four main stages of brand equity measurement: financial performance based on the product market output, customer relationship, implicit demand cognition to the theory of brand assets, financial based on the performance of the traditional products, market output and consumer brand equity based on the theory are reviewed. Secondly, the analysis made by construction of new brands in Pyramid related variables and implicit demand theory and literature related contributions, systematically analyzes the latent demand in the research of brand equity in the development process and the key effect. At last and it points out the gap of this paper and the opportunity.
Structure modeling technology this paper tries to focus group technique and quantitative, interpretation of the new brand equity structure. In the focus group interview on sketch map. The brand of implicit demand firstly by focus technology, implicit demand elements of animation brand recognition, and descriptive statistical analysis according to the characteristics of the participants. Secondly and according to the explicit and implicit needs of consumers demand ratio samples were analyzed; thirdly, the logic model of the factors of implicit demand and the traditional brand assets, as well as the research sample selection, model design preliminary. Finally, analyzes the current consumers and potential consumers for animation products demand motive difference, through factor analysis and analysis of the structure of the product purification, implicit demand differences in motivation and structure modeling, and check on the results of empirical analysis Check.
On the basis of relevant research, this paper strengthen the mechanism research and prospects for future research direction of the formation of brand equity based on the implicit demand. First, analysis of ways to enhance the value of brand assets and different factors impact on brand equity. The article at the end of the implicit demand of consumers to the brand equity theory and contribution. Based on the unique needs of the animation industry, has important significance to realize the innovation of brand equity theory. Finally, the article points out the research limitations and future needs further research.

【学位授予单位】：天津财经大学
【学位级别】：博士
【学位授予年份】：2009
【分类号】：F273.2;F719

【引证文献】