工业品品牌形象的影响因素研究

发布时间：2018-04-24 09:33

本文选题：工业品品牌形象 + 产品形象　；参考：《电子科技大学》2009年硕士论文

【摘要】： 工业品市场是个非常重要、也非常庞大的市场,它在经济总量中占有主要地位。随着市场竞争的日趋激烈,将品牌作为成长及可持续发展的平台已经成为众多工业企业的重要战略。从上世纪七十年代开始,西方学者就利用各种定性及定量的研究方法,对工业品品牌从不同的角度进行了研究,但对工业品品牌形象的研究则较少。品牌形象是品牌研究的核心,并且是顾客产生购买动机的主要驱动因素。因而,为了能够更好的剖析工业品品牌,相关研究显得尤为重要,如:工业品品牌形象由哪些因素构成?它的影响因素是什么? 本文运用消费品品牌形象的影响因素及模型、工业品与消费品异同、工业品品牌形象等相关研究成果,探讨和分析了工业品品牌形象的影响因素,并且研究了在不同的调节因素下各影响因素对工业品品牌形象的调节作用。本文采用实证研究方法,通过问卷调查,利用SPSS16.0统计分析软件对所收集的数据进行分析并检验本文提出的假设。本研究得出了如下主要结论: 1)工业品品牌形象由软性因素和硬性因素这两个维度构成; 2)产品属性、服务属性、顾客形象、网络对工业品品牌形象均有显著正向影响作用。其影响作用由大到小依次为:产品属性、服务属性、顾客形象、网络; 3)涉入程度分别对产品属性、服务属性、广告、强调硬性因素的传播内容和工业品品牌形象之间的负向调节效应显著;对网络、人员推销、强调软性因素与工业品品牌形象之间的关系调节效应不显著; 4)广告对产品形象和工业品品牌形象间关系的影响程度大于网络、人员推销对其关系的影响;强调硬性因素的传播内容对产品形象与工业品品牌形象间关系的影响程度要大于强调软性因素的传播内容对其关系的影响; 5)顾客形象对于工业品品牌形象的影响始终是正向的,不受本研究中调节变量的干扰。最后,本文在实证研究结论的基础上,提出了一些管理建议,并指出了进一步研究的方向。
[Abstract]:The industrial product market is a very important and very large market. It occupies a major position in the total economic volume. With the increasingly fierce market competition, it has become an important strategy for many industrial enterprises to take the brand as a platform for growth and sustainable development. From the 70s of last century, western scholars have made use of various qualitative and qualitative methods. The research method of quantity is studied from different angles, but the research on brand image of industrial products is less. Brand image is the core of brand research, and it is the main driving factor for customers to produce purchasing motivation. Therefore, in order to be able to better analyze the brand of industrial products, the related research is particularly important, such as: What are the factors that influence brand image? What are the influencing factors?
This paper uses the influencing factors and models of consumer product brand image, the similarities and differences of industrial products and consumer goods, and the brand image of industrial products, discusses and analyzes the influencing factors of the brand image of industrial products, and studies the effect of the influence factors on the brand image of industrial products under different adjusting factors. The research method, through the questionnaire survey, using the SPSS16.0 statistical analysis software to analyze the collected data and test the hypothesis proposed in this paper. This study draws the following main conclusions:
1) the brand image of industrial products is composed of two dimensions: soft factors and hard factors.
2) product attributes, service attributes, customer image, and network have significant positive impact on the brand image of industrial products. The effect of the product attribute, service attribute, customer image, network;
3) the degree of involvement is significant to the negative regulation effect of product attributes, service attributes, advertising, the communication content of hard factors and the brand image of industrial products, and the relationship between the network, the salesman and the brand image of industrial products is not significant.
4) the influence of the advertisement on the relationship between the product image and the brand image of the industrial product is greater than that of the network. The influence of the hard factor on the relationship between the product image and the brand image of the industrial product is greater than the influence of the transmission content on the relationship between the product image and the industrial product brand image.
5) the influence of customer image on the brand image of industrial products is always positive, and is not interfered by moderator variables in this study.
Finally, based on the conclusions of empirical research, the paper puts forward some management suggestions and points out the direction for further research.

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F224

【引证文献】