基于行为生态学的品牌延伸规模模型研究

发布时间：2018-04-25 17:24

本文选题：品牌种群 + 品牌延伸规模　；参考：《武汉理工大学》2008年硕士论文

【摘要】： 企业对社会稳定发展以及经济进步有着非常重要的作用,而以产品为载体的品牌作为企业和消费者的联系纽带,其作用就显得尤为重要。尤其经济全球化已经给各国带来深远影响,很多跨国公司、集团,已经将竞争战略倾斜到品牌战略上来,依托国际知名品牌的影响力来开拓国际市场。品牌延伸是理论界目前比较关注的一个前沿课题,很多学者都关注其影响因素、评价模型及其实际应用,但就品牌延伸规模问题仍缺乏相应研究。在品牌延伸理论没有形成完整的理论系统和观点的情况下,企业如何正确评价自己的品牌延伸能力,以及在企业资源范围内如何将使品牌实现价值最大化,成为一个值得关注的问题。本文选择从生态角度考察品牌延伸的生态特征,分析企业品牌延伸的驱动因素,并建立相应的品牌延伸规模的概念模型。研究过程中,依据品牌生态理论,比对动物种群的各项特征和品牌种群的各项特征,辅以很多品牌延伸成功或者失败的实例进行分析。并从动物种群规模的影响因素着手,分析影响模型的各生态因素,并对各生态因素进行层次分析评价,以期为企业确定品牌延伸规模提供一定的帮助。本文采用了理论分析和预测性的实证研究的方法,既有囊括专家意见的理论分析又有一定数量的问卷调查支撑的实例分析。在理论分析中,本文采用了经济学中的边际分析法对模型的前提条件进行了分析。运用对比的方法分析了影响模型的生态因素后,应用层次分析法对生态因素进行分析评价。在分析过程中,咨询了相关专家,保障了数据的准确性和可靠性。在实例分析中,本文在保证了调查问卷的信度和效度的基础上,对问卷进行了主成分分析,从而对模型中的因素进行验证,并对结果做出了分析解释。本文的研究是结合了行为生态学中诸多原理和品牌延伸相关理论进行的,是一次较新的研究尝试。本文的撰写一方面希望能够为企业进行品牌延伸、并制定合理的品牌延伸规模提供一定参考依据,另一方面希望能够为品牌延伸方面的研究提供新的视角和研究思路。
[Abstract]:Enterprises play a very important role in the stable development of society and economic progress, and the brand as the carrier of products as a link between enterprises and consumers, its role is particularly important. In particular, economic globalization has brought profound influence to all countries. Many multinational corporations and groups have tilted competition strategy to brand strategy, relying on the influence of international well-known brands to open up international markets. Brand extension is one of the most important topics in the field of theory at present. Many scholars pay attention to its influencing factors, evaluation model and its practical application. However, there is still a lack of corresponding research on the scale of brand extension. Under the condition that the brand extension theory does not form a complete theoretical system and viewpoint, how to evaluate the brand extension ability correctly, and how to maximize the brand value within the scope of enterprise resources, To become a matter of concern. This paper chooses to investigate the ecological characteristics of brand extension from the ecological point of view, analyzes the driving factors of enterprise brand extension, and establishes the corresponding conceptual model of brand extension scale. In the course of the research, according to the theory of brand ecology, the characteristics of animal population and brand population are compared, and many examples of success or failure of brand extension are analyzed. From the impact factors of animal population size, the ecological factors affecting the model are analyzed, and the ecological factors are analyzed and evaluated in order to provide some help for enterprises to determine the scale of brand extension. This paper adopts the method of theoretical analysis and predictive empirical research, which includes both the theoretical analysis of experts' opinions and the case analysis supported by a certain number of questionnaires. In the theoretical analysis, this paper uses the marginal analysis method in economics to analyze the premise of the model. After analyzing the ecological factors affecting the model, the analytic hierarchy process (AHP) was used to analyze and evaluate the ecological factors. In the process of analysis, consulting relevant experts to ensure the accuracy and reliability of the data. Based on the reliability and validity of the questionnaire, principal component analysis (PCA) is carried out to verify the factors in the model, and the results are analyzed and explained. This paper combines many principles of behavioral ecology and brand extension theory, it is a relatively new research attempt. On the one hand, the author of this paper hopes to provide a certain reference for the enterprise brand extension, and make a reasonable brand extension scale, on the other hand, hope to provide a new perspective and research ideas for the brand extension research.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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