旨在品牌资产升级的品牌感知质量研究

发布时间：2018-03-09 15:24

本文选题：品牌资产升级　切入点：感知质量　出处：《华侨大学》2009年硕士论文　论文类型：学位论文

【摘要】： 随着品牌理论研究的深化和品牌管理实践的推进,我国企业逐渐意识到品牌资产在提升企业产品和服务价值的意义。从上世纪90年代至今,我国企业进行了一系列品牌管理实践,在品牌知名度提升、品牌创新等方面取得了一定的成绩,但却在品牌资产进一步升级的过程中遇到了瓶颈。论文通过分析研究《Interbrand2007中国品牌研究报告》,综合《对于我国企业品牌总体印象》和《我国企业品牌同外国品牌优劣势比较》两个市场调查的结果,提出了我国企业要实现品牌资产升级面临的主要问题:低感知质量。感知质量(品质认知度,Perceived quality)是指顾客根据特定目的、备选方案相比,对产品和服务的全面质量或优越程度的感知状况。其既是品牌资产的重要组成部分,同时又与品牌资产其他构成要素存在着相互影响的关系。而提升感知质量则是现阶段我国企业品牌资产进一步升级的关键。论文通过对相关理论文献的研究发现:国内外对于感知质量提升因素的研究主要集中于产品、服务质量角度。感知质量作为全面质量的感知状况,其提升不仅应包含产品、服务质量的提升,还应包含质量文化、品牌形象和顾客体验等方面的内容。论文以感知质量的全面提升为立足点,将各种影响感知质量提升的因素进行归纳形成八大指标因素,最终形成感知质量的综合提升模型,即品牌感知质量模型。品牌感知质量模型从质量文化、品牌形象和顾客体验三大方面全面打造感知质量,通过感知质量的提升,最终实现品牌资产升级的目的。最后,论文结合质量管理成熟度方格,对品牌感知质量模型的实施情况进行了提出了简单的看法和意见。
[Abstract]:With the deepening of brand theory research and the promotion of brand management practice, Chinese enterprises gradually realize the significance of brand equity in enhancing the value of their products and services. The enterprises of our country have carried on a series of brand management practices, and have made certain achievements in the aspects of brand awareness promotion and brand innovation, but they have met the bottleneck in the process of further upgrading of brand assets. Through the analysis and study of "Interbrand2007 China Brand Research report", this paper synthesizes the results of two market surveys: "overall impression of Chinese Enterprise Brand" and "comparison of advantages and disadvantages between Chinese Enterprise Brand and Foreign Brand". This paper points out the main problems faced by Chinese enterprises in realizing brand asset upgrading: low perceived quality. Perceived quality refers to the comparison between customer and alternative scheme according to specific purpose. Perception of the overall quality or superiority of products and services. It is an important component of brand equity, At the same time, there is a relationship between brand equity and other elements of brand equity, and the promotion of perceived quality is the key to the further upgrading of brand equity in our country. At home and abroad, the research on the factors of improving perceived quality is mainly focused on the products, Quality of service angle. Perceived quality as the perception of total quality, its promotion should include not only the product, the quality of service, but also the quality culture, Brand image and customer experience and other aspects. This paper takes the overall promotion of perceived quality as the foothold, summarizes the various factors that affect the improvement of perceived quality and forms eight index factors, and finally forms a comprehensive promotion model of perceived quality. That is, brand perception quality model. Brand perception quality model from three aspects of quality culture, brand image and customer experience to create a comprehensive perception of quality, through the promotion of perceived quality, ultimately achieve the purpose of brand asset upgrading. Combined with the quality management maturity grid, this paper puts forward some simple views and opinions on the implementation of the brand perceived quality model.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】