促销对新产品品牌资产影响作用研究

发布时间：2018-02-15 00:33

本文关键词： 促销品牌资产新产品价格促销非价格促销　出处：《湖南师范大学》2008年硕士论文　论文类型：学位论文

【摘要】： 激烈的市场竞争使促销的费用不断攀升,促销现在已成为营销活动最大的开支大户。促销作为一个用来推广新产品的强有力的工具被各企业广泛采用。但促销是一把双刃剑,促销对企业既可能有积极作用,也可能有负面影响。尽管促销已经成为营销活动的一个至关重要的因素,但促销效用的研究仍然是一个充满争议的领域。在这一背景下,提升促销的积极效果成了每个营销者的迫切需要。本研究的目的是考查不同促销方式对新产品品牌资产的影响。在总结前人关于促销和品牌资产的研究文献的基础上,本研究通过两个实验,以湖南师范大学和湖南公安高等专科学校的大学生为被试,考查了不同促销方式对新产品品牌资产及其三个维度——购买意向、感知质量和品牌忠诚的影响,比较了打折、优惠券、买赠和抽奖四种促销方式在对新产品品牌资产影响上的差异。本研究获得了以下结论:1)相对于价格促销,非价格促销对新产品品牌资产的积极效用更大;2)在打折、优惠券、买赠和抽奖四种促销方式中,优惠券的有效性最低;3)四种促销方式均能提高新产品的购买意向,当新产品为高涉入产品时价格促销可能会对感知质量产生负面影响;4)广告能显著提高新产品的品牌资产,能调节促销可能给品牌资产带来的负面影响。在总结本研究和前人研究结果的基础上,本文为营销实践者提出了对新产品进行促销的策略建议。论文的最后总结了研究的成果与不足,并指出了未来进一步研究的方向。
[Abstract]:The fierce market competition causes the promotion expense to rise unceasingly, the promotion has now become the marketing campaign biggest expense big customer. The promotion as a powerful tool which uses to promote the new product is widely used by the enterprise. But the promotion is a double-edged sword. Promotion may have both positive and negative effects on enterprises. Although promotion has become a crucial factor in marketing activities, the research on the utility of sales promotion is still a controversial field. Promoting the positive effects of sales promotion has become an urgent need for every marketer. The purpose of this study is to examine the influence of different promotion methods on brand equity of new products. Taking the college students of Hunan normal University and Hunan Public Security College as subjects, this paper examines the effects of different promotion methods on brand assets of new products and their three dimensions: purchase intention, perceived quality and brand loyalty, and compares discounts. Coupons, gifts and raffles are different in the impact on brand equity of new products. This study draws the following conclusion: (1) compared with price promotion, non-price promotion has more positive effect on brand equity of new products than non-price promotion (2) among four promotion methods, discount, coupons, gift and lottery. The coupon has the lowest effectiveness (3) all of the four promotion methods can improve the purchase intention of the new product, while the price promotion may have a negative impact on the perceived quality when the new product is involved in the product. (4) Advertising can significantly improve the brand equity of the new product. Ability to adjust the negative impact of sales promotion on brand equity. On the basis of summing up this research and previous research results, this paper puts forward some suggestions for marketing practitioners to promote new products. Finally, the paper summarizes the achievements and shortcomings of the research, and points out the direction of further research in the future.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274

【引证文献】