基于消费者的农产品品牌资产评估模型与实证研究

发布时间：2018-02-11 21:55

本文关键词： 农产品品牌品牌资产消费者模型　出处：《华中农业大学》2009年硕士论文　论文类型：学位论文

【摘要】： 品牌资产研究是近二十年来营销学领域中最受关注的热点问题之一,作为品牌资产研究的最新阶段,基于消费者的品牌资产是从品牌管理决策角度提出的重要概念,品牌资产的结构和测量是其核心。以往对于品牌资产测量和评估的研究往往是基于财务和市场的角度,这种研究对于企业收购、兼并等目的具有指导意义,但是对于揭示品牌资产的来源及驱动因素解释力较弱,基于消费者角度的品牌资产评估可以很好的解释这一点,具有广阔的应用前景和价值。目前基于消费者角度的品牌资产测量存在进一步研究的空间。很多模型缺乏实证和操作性,各模型的变量层次不清,研究缺乏系统性。本文将从品牌资产的概念界定出发,对近年来国内外关于品牌资产的最新研究成果进行回顾和整理,在对我国农业企业发展现状、农产品自身特点及广大农产品消费者的行为特征分析之上,借鉴Keller提出的“品牌阶梯”模型及我国学者余春玲提出的基于顾客的品牌资产模型,建立了一种包含品牌知名度、产地联想、品种联想、品质认知、品牌关系五纬度的基于消费者的农产品品牌资产概念模型,然后以西湖龙井茶叶作为实证研究对象,经过一定的数据调查和严谨的统计分析,得出基于消费者角度的农产品品牌资产模型各纬度是相互关联的有序步骤;产地联想和品种联想作为基于消费者角度农产品品牌资产的重要纬度,在农产品品牌资产塑造过程中起到重要作用等结论,这些结论对于农产品品牌经营管理者发现影响品牌资产及其变化的真正因素,掌握营销活动对品牌资产的影响,进而更有针对性的进行品牌管理具有重要意义。
[Abstract]:Brand equity research is one of the most concerned hot issues in the field of marketing in recent 20 years. As the latest stage of brand equity research, consumer-based brand equity is an important concept proposed from the perspective of brand management decision. The structure and measurement of brand equity is its core. The previous research on brand equity measurement and evaluation is often based on the financial and market perspective, this kind of research has guiding significance for the purpose of enterprise acquisition, merger and so on. However, the explanation of the origin and driving factors of brand equity is weak. The evaluation of brand equity based on consumer perspective can explain this point well, and it has broad application prospect and value. At present, there is room for further research on brand equity measurement based on consumer's perspective. Many models are lack of demonstration and operation, the variable levels of each model are not clear, and the research is not systematic. This paper will define the concept of brand equity. This paper reviews and collates the latest research results on brand equity at home and abroad in recent years, based on the analysis of the current development situation of agricultural enterprises in China, the characteristics of agricultural products and the behavior characteristics of the vast number of consumers of agricultural products. Referring to the "brand ladder" model proposed by Keller and the customer-based brand equity model put forward by Yu Chunling, a Chinese scholar, a brand awareness model including brand awareness, origin association, variety association and quality cognition is established. The concept model of brand equity of agricultural products based on consumer in five latitudes of brand relationship, then taking Xihu Longjing Tea tea as the empirical research object, through certain data investigation and rigorous statistical analysis, It is concluded that the different latitudes of the agricultural product brand equity model based on the consumer's perspective are orderly steps related to each other; the origin association and the variety association are the important latitude of the agricultural product brand asset based on the consumer's perspective. These conclusions play an important role in the process of shaping the brand equity of agricultural products. These conclusions are helpful to the managers of agricultural products brand management to find out the real factors that affect the brand assets and their changes, and to grasp the influence of marketing activities on the brand assets. Then more targeted brand management has important significance.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】