基于顾客感知的快速消费品品牌忠诚评估研究

发布时间：2018-03-23 12:31

本文选题：品牌忠诚　切入点：快速消费品　出处：《上海交通大学》2008年硕士论文

【摘要】：伴随着世界经济一体化程度和中国市场国际化程度的逐步深入,国际与本土品牌营销战日益升温,消费者品牌转换行为严重影响企业在当今市场上的获利能力和生存能力。作为正在蓬勃兴起的新兴市场,中国的快速消费品市场硝烟四起,品牌忠诚更成为企业最宝贵、最可靠、最稳定的资产,是企业赖以发展的基础。本研究旨在通过构建快速消费品品牌忠诚量化评估模型,为企业有效的细分市场和采取针对性营销策略提供理论与实践相结合的依据。本研究主要分为以下三个步骤:首先是文献回顾和讨论,在大量文献阅读的基础上,提出本研究的构思概念模型和相关的假设;其次是问卷设计和数据收集,在对上海、北京、武汉、宜昌等城市的消费者进行问卷调查,并收集数据;最后,运用因子分析法、多元回归分析和AHP层次分析法,对调查本身的信度和效度、对提出的相关假设进行了验证,并最终得出了针对快速消费品品牌的品牌忠诚度评估模型。本研究得出的主要结论有: (1)本研究探究了七个主要因素对于品牌忠诚度的直接影响效果,分别为消费者承诺、顾客价值、品牌信任、品牌声誉、消费者涉入、价格敏感和顾客满意。 (2)本研究最终得出的评估模型如下,其中, B_(ij)代表对于品牌i而言,其对第j个影响因素的权重。因素排列顺序如(1)中排列顺序。 (3)通过得出的品牌忠诚度评估模型公式,可以通过量化的具体指标评分来对比不同快消品之间品牌忠诚的优劣势。通过每个因素的得分情况进行竞争品牌和标杆品牌的对比分析,为分析自身品牌竞争力提供了更直观的理论和实践依据。
[Abstract]:With the gradual deepening of the degree of world economic integration and the internationalization of the Chinese market, the marketing war between international and local brands is heating up day by day. Consumer brand switching seriously affects the profitability and viability of enterprises in today's market. As a burgeoning emerging market, China's fast moving consumer goods market is full of gunpowder, brand loyalty has become the most valuable business. The most reliable and stable assets are the basis for the development of enterprises. The purpose of this study is to establish a quantitative evaluation model of brand loyalty for fast moving consumer goods (FMCG). This study is divided into the following three steps: first, literature review and discussion, on the basis of a large number of literature reading, The conceptual model and related assumptions of this study are put forward. Secondly, questionnaire design and data collection are used to survey the consumers in Shanghai, Beijing, Wuhan, Yichang and other cities, and the data are collected. Finally, the factor analysis method is used. Multivariate regression analysis and AHP analytic hierarchy process were used to verify the reliability and validity of the survey itself. Finally, a brand loyalty evaluation model for FMCG brands is obtained. The main conclusions of this study are as follows:. This study explores the direct effects of seven main factors on brand loyalty, namely, consumer commitment, customer value, brand trust, brand reputation, consumer involvement, price sensitivity and customer satisfaction. 2) the evaluation model of this study is as follows, in which, BIM represents the weight of the j influencing factor for brand I, and the order of factors is arranged in the order of factors such as 1). Through the formula of brand loyalty evaluation model, We can compare the merits and demerits of brand loyalty among different fast consumer products by quantifying the specific index scores. Through the score of each factor, we can compare the competitive brand and the benchmarking brand, and compare and analyze the competitive brand and the benchmarking brand through the score of each factor. It provides a more intuitive theoretical and practical basis for the analysis of its brand competitiveness.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274

【相似文献】