基于顾客视角的零售商品牌资产形成机制研究

发布时间：2018-03-13 06:54

本文选题：零售商品牌资产　切入点：消费体验　出处：《西南财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：零售品牌化是近几年零售业发展的主要趋势之一。尽管,品牌资产一直被视为度量品牌战略有效性的重要指标,但直到最近几年,学术界陆续将关注和重视的焦点聚焦于零售商品牌资产。类似于产品品牌,零售商品牌也拥有资产,零售商品牌化理论的重要内容表现为零售商品牌资产。零售商建立品牌资产是零售商面临的一个重要的战略问题,它能帮助零售企业建立长期的竞争优势。虽然零售商品牌资产理论被学术界广泛地关注,但一个完整的理论框架和体系结构并没有在零售商品牌资产的研究中得以形成,尤其是对零售商品牌资产在形成机制的研究上仍不明晰。因此,本文以零售商品牌资产形成过程的关键驱动因素及其相互作用关系作为研究核心,通过明确零售商品牌资产形成过程中的重要驱动因素,运用实证研究方法分析驱动因素间的作用机制,目的是为零售商品牌资产的建设和管理提供有益的启示。零售是指出售商品和服务给最终消费者的一种商业活动,这里的消费者是为个人或者家庭生活进行消费而不是为了商业用途进行消费。零售企业是指将商品和服务销售给消费者用来供消费者自身或其家庭使用的一种商业企业,其目的是实现商品和服务的增值。零售商品牌资产是指消费者获得的与零售商品牌名称相联系的价值。为了研究零售商品牌资产形成机制这一问题,本研究主要做了以下三个方面的工作： 1、对既有的相关文献进行综述。首先,对零售和零售企业的定义和特征进行深入分析,为本研究的研究视角的界定提供理论和现实两方面的支撑。其次,对品牌资产理论的研究成果进行回顾,详细地阐述了零售商品牌资产形成的前提、性质、概念、特征和维度构成。然后,系统地回顾和梳理了消费体验的概念、维度构成和消费体验的后向影响机理。再次,整理和总结了有关顾客满意的概念、维度构成以及与零售商品牌资产间的关系。最后,对顾客信任的概念和维度进行了系统地梳理。其中,笔者对所涉及到的研究变量的研究成果进行了客观的评价。 2、根据以往相关文献及理论的分析,提出了基于顾客视角的零售商品牌资产形成机制的研究模型。针对模型中各驱动因素之间的关系,提出了系列研究假设。 3、对研究模型进行实证检验。本文通过调研问卷回收的数据,运用SPSS17.0统计软件和AMOS7.0软件对模型中各变量之间的关系进行了实证检验,并根据所得数据进行结果讨论。经过理论分析和实证检验,本文取得以下3个结论：一是基于顾客视角识别出零售商品牌资产形成的关键驱动因素,即消费体验、顾客满意和顾客信任。二是实证研究了消费体验、顾客满意、顾客信任对零售商品牌资产形成的作用机制。从实证检验和数据分析的结果来看,消费体验的两个维度对顾客满意和顾客信任存在显著的正向影响,同时顾客满意和顾客信任对零售商品牌资产的三个维度存在显著的正向影响。三是顾客满意对顾客信任具有正向影响。本研究的创新点主要有以下两个方面：第一,在回顾和分析国内外学者对零售商品牌资产形成机制研究的基础上,将零售商品牌资产形成机制的研究置于顾客视角下,提出了消费体验、顾客满意以及顾客信任3类驱动因素,构建出了基于顾客视角的零售商品牌资产形成机制的研究模型。第二,在中国零售商业环境下提出了消费体验、顾客满意以及顾客信任是影响零售商品牌资产形成机制的重要因素,并对其之间的相互作用关系进行了实证分析。以往关于零售商品牌资产形成机制的研究主要聚焦于概念界定以及构成维度,较少涉及消费体验、顾客信任以及顾客满意。本研究在借鉴国内外学者的相关量表基础上,通过中国零售商业环境下的预测试开发出包括消费体验、顾客信任、顾客满意的测量量表。实证研究表明,在中国大型百货商店购物环境中,消费体验、顾客信任以及顾客满意作为重要的影响零售商品牌形成机制的因素是成立的。本文研究结论对零售商品牌资产建设提供了有益的启示,根据零售商品牌资产形成过程中各驱动要素的作用机理,本研究提出了以下三方面的建议：第一,重视提高零售企业顾客的消费体验质量。零售企业一方面需要通过营造零售氛围,改善个人体验,另一方面需要重视顾客共享体验的培养与创造。第二,注重提升零售企业顾客的满意度。零售商可以通过挖掘顾客的潜在需求、购物动机和妥善处理顾客抱怨来提升零售企业顾客的满意度。第三,强化零售企业顾客信任的建立机制。零售商要优化内部管理和创新营销活动,以此来强化顾客信任的建立机制。并且,通过各种措施构建零售商与顾客之间的信任,实现零售商品牌资产和顾客资产的双重增加。本研究主要探讨影响零售商品牌资产形成机制的驱动因素,由于过去的文献并无充分相关的实证研究,因此本研究存在研究样本的选择存在不足,研究方法存在局限性以及对其他变量没有进行控制可能导致在研究结论上存在一定局限性等方面的不足。本研究仅是零售商品牌资产研究领域的一角,还有许多问题亟待在未来的研究中进行深入探讨。归纳而言,本研究认为在未来可以从扩大实证研究的调研范围和地区,扩展实证研究的方法以及引入更多的驱动因素到零售商品牌资产形成机制的实证研究中三个方面进行更深入的分析。
[Abstract]:Retail brand is one of the main trends in the development of the retail industry in recent years. Although, brand equity has been regarded as an important index to measure the effectiveness of brand strategy, but until recent years, the academic circles have the attention and focus attention on retailer brand equity. Similar to the product brand and retailer brand also owns assets the important content of the retail brand, the theory for the performance of retailer brand equity. Retailers build brand equity is an important strategic issue faced by retailers, it can help retail enterprises to establish long-term competitive advantage. Although the retailer brand equity theory is the academic attention, but a complete theoretical framework and system the structure has not been formed in the research of retailer brand equity, especially for retailer brand equity in the study of the formation mechanism is still not clear. Therefore, in order to retailers Brand equity formation process of the key driving factors and their interactions as the research core, through clarifying the retailer brand equity form an important driving factor in the process, the use of empirical research methods to analysis the mechanism of driving factors, the purpose is to provide beneficial enlightenment for the construction and management of the retail brand assets.
Retail is the sale of goods and services to a business end consumer, consumers here is not for commercial purposes for consumption for personal or family life consumption. Retail enterprises refers to goods and services sold to consumers for consumers themselves or their families using a commercial enterprise, the aim is to achieve the value of goods and services. Retailer brand equity is associated with the name refers to the consumer retailer brand value.
In order to study the problem of retailer brand asset formation mechanism, this research has done the following three aspects:
1, the existing literature review. First, in-depth analysis of the retail and retail enterprises of the definition and characteristics of two aspects of theoretical and practical support for the definition of the research angle of view. Secondly, reviews the research on brand equity theory, elaborated on the premise of retailer brand asset formation the nature of the concept, composition and characteristics of the dimensions. Then, systematically reviews the concept of consumer experience, and the dimensions of consumption experience to influence mechanism. Thirdly, collate and summarize the relevant concept of customer satisfaction, and the relationship with the dimensions of retailer brand equity between. Finally, the concept and dimensions of customer trust is systematically reviewed. Among them, the objective evaluation of the study involved the research variables.
2, according to the previous literature and theoretical analysis, a research model of retailer's brand equity formation mechanism is put forward based on the customer perspective. According to the relationship between the driving factors in the model, a series of research hypotheses are put forward.
3, we empirically test the research model. This paper empirically tests the relationship between variables in the model by using SPSS17.0 statistics software and AMOS7.0 software, and discusses the results based on the data obtained.
Through theoretical analysis and empirical test, the following 3 conclusions are obtained.
One is the customer perspective to identify the key driving factors of retailer brand equity formation based on the consumption experience, customer satisfaction and customer trust. The two is an empirical research on the consumption experience, customer satisfaction, customer trust on the mechanism of the formation of retailer brand equity. From the empirical analysis of the test data and the results show that the two dimensions of consumption experience there is a significant positive impact on customer satisfaction and customer trust, also had a significant positive impact on the three dimensions of retailer brand equity and customer satisfaction and customer trust. Three customer satisfaction has a positive impact on customer trust.
The main innovative points of this study are the following two aspects:
First, the review and analysis of domestic and foreign scholars study on the formation mechanism of retailer brand equity on the basis of the formation mechanism of retailer brand equity research in the perspective of customer, the consumption experience, customer satisfaction and customer trust and 3 kinds of driving factors, constructs the research model of the formation mechanism of retailer brand equity based on customer's perspective.
Second, in the China retail business environment presents consumption experience, customer satisfaction and customer trust is an important factor affecting the formation mechanism of retailer brand equity, and the interaction between the empirical analysis. The previous research mainly focuses on the formation mechanism of retailer brand equity in the definition and dimensions of consumption, less involved experience, customer trust and customer satisfaction. In this study, from the relevant amount of scholars at home and abroad based on the table, through the forecast Chinese retail business environment were developed including consumption experience, customer trust, customer satisfaction measurement scale. The empirical study shows that the consumer experience in Chinese large department stores, shopping environment, factors customer trust and customer satisfaction as an important influence on the formation mechanism of retailer brand is established.
The conclusion of this study provides useful hints for retailer brand equity building, according to the mechanism of the driving factors in the process of the formation of retailer brand equity, this study proposes the following suggestions from three aspects: first, the importance of improving customer experience quality of retail enterprises. On the one hand the retail enterprises need to build retail atmosphere, improve personal experience on the other hand, need to pay attention to the customer experience and create a shared culture. Second, focusing on enhancing customer satisfaction of retail enterprises. Retailers can tap the potential demand of customers, shopping motivation and properly handle customer complaints to improve customer satisfaction of retail enterprises. Third, strengthen the establishment of mechanism of customer trust. Retail enterprises to optimize the internal management and retailers the innovation of marketing activities, in order to strengthen the establishment of mechanism of customer trust. And, through a variety of measures to construct the retail business The trust between the customer and the customer has achieved a double increase in the retailer's brand assets and the customer's assets.
The driving factors of this study discussed the influence of the formation mechanism of retailer brand equity, because the past empirical research literature is not fully related, therefore this research has study sample selection problems, research methods and limitations of other variables are not controlled may lead to insufficient limitations in the aspects of the conclusion of the study.
This study is only a corner of retailer brand equity research field, there are still some problems in future research are discussed. In conclusion, this study suggests that in the future can be from the research to expand the scope of empirical research and empirical research methods, and extended into three aspects: the empirical research on the driving factors to the retailer brand equity the formation mechanism of more in further analysis.

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.4;F724.2

【参考文献】