营销策略对品牌忠诚的影响机理研究

发布时间：2018-04-29 05:39

本文选题：营销策略 + 品牌忠诚　；参考：《北方工业大学》2009年硕士论文

【摘要】： 品牌忠诚作为品牌资产的重要维度和核心来源,能为企业带来持续稳定的利润。塑造和维系品牌忠诚已是理论研究和营销实践广泛关注的焦点问题之一。明晰营销策略对品牌忠诚的影响机理,对完善品牌忠诚理论的逻辑结构、指导企业塑造忠诚的营销实践都具有十分重要的意义。本文的研究目的是:基于前人的研究成果,总结品牌忠诚的概念和维度,构建基于品牌忠诚维度的测量指标体系,探索品牌忠诚形成的驱动机理,提出并实证营销策略对品牌忠诚的影响路径和效用,为企业塑造和维系品牌忠诚提供营销建议。本文运用规范研究和实证研究相结合、定性研究和定量研究相结合的方法。首先在文献收集、整理和分析的基础上进行演绎和推断,提出了品牌忠诚的概念、维度和测量指标,构建了品牌忠诚形成的驱动机理,在分析了营销策略对驱动因素的影响基础上,提出了营销策略对品牌忠诚的影响路径模型和假设。然后在理论分析和小样本测试的基础上,对使用品牌手机的消费者进行了问卷调查,利用因子分析、结构方程模型、方差分析等方法检验了理论模型和假设,得出了以下主要结论:首先,界定和测量品牌忠诚,要关注消费者情感偏好、购买意向和购买行为三个维度;其次,品牌忠诚受品牌形象、顾客价值和顾客满意三个驱动因素的影响,呈现“阶梯状”;第三,营销策略通过影响顾客价值、品牌形象和顾客满意,最终影响品牌忠诚,呈现出“营销策略→驱动因素→品牌忠诚”的路径。第四,营销策略对品牌忠诚的影响中,各个营销策略对于品牌忠诚的影响效用并不相同,广告、产品、渠道、价格、销售促进策略由强到弱正向影响品牌忠诚,服务策略(特指售中服务)对品牌忠诚有一定的反向影响。
[Abstract]:Brand loyalty, as an important dimension and core source of brand equity, can bring sustainable and stable profits to enterprises. Shaping and maintaining brand loyalty has been one of the focuses of theoretical research and marketing practice. It is of great significance to clarify the influence mechanism of marketing strategy on brand loyalty, to perfect the logical structure of brand loyalty theory and to guide the marketing practice of shaping brand loyalty. The purpose of this paper is to sum up the concept and dimension of brand loyalty, build a measurement index system based on brand loyalty dimension, and explore the driving mechanism of brand loyalty. This paper puts forward and demonstrates the influence path and utility of marketing strategy on brand loyalty, and provides marketing advice for enterprises to shape and maintain brand loyalty. This paper combines normative research with empirical research, qualitative research with quantitative research. First of all, on the basis of literature collection, collation and analysis, we deduce and infer the concept, dimension and measurement index of brand loyalty, and construct the driving mechanism of brand loyalty formation. On the basis of analyzing the influence of marketing strategy on the driving factors, this paper puts forward the influence path model and hypothesis of marketing strategy on brand loyalty. Then, on the basis of theoretical analysis and small sample test, a questionnaire survey is conducted on the consumers who use the brand mobile phone, and the theoretical model and hypothesis are tested by factor analysis, structural equation model, variance analysis and so on. The main conclusions are as follows: firstly, to define and measure brand loyalty, we should pay attention to consumer emotional preference, purchase intention and purchase behavior; secondly, brand loyalty is affected by brand image. The influence of three driving factors, customer value and customer satisfaction, presents "ladder". Thirdly, marketing strategy affects brand loyalty by influencing customer value, brand image and customer satisfaction. Showing the "marketing strategy driving factor brand loyalty" path. Fourthly, in the influence of marketing strategy on brand loyalty, the effect of each marketing strategy on brand loyalty is different. Advertising, product, channel, price and sales promotion strategy influence brand loyalty positively from strong to weak. Service strategy (especially in-sale service) has a certain reverse effect on brand loyalty.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F273.2

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