基于消费者评价的奢侈品品牌延伸研究

发布时间：2018-04-13 02:38

本文选题：奢侈品品牌 + 品牌延伸　；参考：《南京师范大学》2008年硕士论文

【摘要】： 在激烈的市场竞争中,奢侈品企业为了维护和巩固原品牌地位,增加品牌价值,纷纷采取品牌延伸的策略。一方面,国内外的众多研究表明奢侈品品牌的延伸力很强;另一方面,失败的奢侈品品牌延伸又屡见不鲜。可见,如何有效应用品牌延伸策略成为奢侈品品牌生存与发展的关键。市场外部环境因素、企业内部环境因素、营销因素等都影响了品牌延伸策略的成功应用,而最终决定其成败的关键是消费者对延伸产品的态度,即消费者的评价。因此,本文将从消费者角度研究影响奢侈品品牌延伸的因素。本文在详细分析了中国奢侈品的主要消费群体“中产人群”以及奢侈品品牌丰富的可转移资产的基础上,本文认为奢侈品品牌延伸的关键是品牌文化的延伸,并提出了影响“中产人群”评价奢侈品品牌延伸的五个因素:原品牌品质认知、品牌偏好、品牌象征性联想一致性、延伸产品的制造难度以及产品关联性。根据消费者评价奢侈品品牌延伸产品完整的三个心理过程,可知:原品牌品质认知对延伸评价的影响没有明显的差异;品牌偏好与品牌象征性联想一致性对延伸评价有正面影响;延伸产品的制造难度越低,延伸评价越高;产品关联性就表现为品牌象征性联想一致性。企业可以从这几个方面考察奢侈品品牌延伸策略的应用,使品牌延伸成功地成为奢侈品品牌运营的阶段性调整与品牌资产的有效利用。
[Abstract]:In the fierce market competition, the luxury enterprises in order to maintain and consolidate the original brand, increase brand value, have adopted the strategy of brand extension. On the one hand, numerous studies show that stretching force of luxury brand is very strong; on the other hand, the failure of the luxury brand extension and It is often seen.. Therefore, how to effectively use the brand luxury brand extension strategy is the key to the survival and development of the market. The external environment factors and internal environment factors, marketing factors affecting the successful application of brand extension strategy, and ultimately determine its success is the key to the extension of the product consumer attitudes, consumer evaluation. Therefore, the study on the influencing factors of luxury brand extension from the point of view of consumers.
Based on the detailed analysis of the major consumer groups "Chinese luxury middle people" and the luxury brand can be rich in the transfer of assets, this paper argues that the key of luxury brand extension is the extension of brand culture, and put forward the "five factors affecting the middle crowd" luxury brand extension evaluation: the perceived quality of the brand, brand preference, Brand Symbolic Association consistency, the difficulty of manufacturing extension products and product association. According to the three aspects of psychological process, consumer evaluation of luxury brand extension product complete the original brand quality perception and its impact on extension evaluation has no obvious difference; brand preference and Brand Symbolic Association consistency has a positive impact on extension the difficulty of making evaluation; the extension of the product is low, the higher the product extension evaluation; correlation on the performance of Brand Symbolic Association of enterprises from the consistency. These aspects examine the application of luxury brand extension strategy, making brand extension successfully become the stage adjustment of luxury brand operation and effective utilization of brand equity.

【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】