基于消费者的品牌资产测量与管理

发布时间：2018-05-01 10:06

本文选题：消费者认知 + 品牌资产测量　；参考：《扬州大学》2008年硕士论文

【摘要】： 中国的品牌管理已经由简单的品牌意识发展至战略管理的高级阶段,在市场上不仅出现了专业的品牌管理机构,企业内部的高级品牌管理人员也不断涌现,企业的战略发展已经由单纯的规模扩张进入到高级的品牌扩张时代。在品牌扩张的过程中,企业需要快速识别具有高价值的品牌,并保持自身品牌价值的持续增长。因此,对创造品牌价值的资产进行评估成为学术界研究的热点。本研究以品牌资产为研究对象,通过理论分析和实证研究,开发了基于消费者的品牌资产测量量表,构建了基于消费者的品牌资产管理模型。本研究首先对国内外的品牌资产研究成果进行了综述,为本研究的设计和开展提供了知识准备和理论基础;通过消费者访谈我们了解到消费者对于品牌的基本认知,访谈记录的内容分析为本研究提供了品牌资产的主要维度和基础测项;问卷调查得到的数据是进行实证和量化研究的基础,方差分析为我们选取了跨市场、跨品牌、跨地区测量品牌资产的有效测项,因子分析纯化了品牌资产维度并验证了各个维度的有效性;最后,通过结构方程模型我们探索了品牌资产维度之间的结构关系,验证了“品牌阶梯”模型。本文共分为五个部分: 第一部分介绍了本文研究的现实背景和理论背景,明确了研究的目标,提出了拟解决的关键问题,说明了研究的现实意义和理论意义,交待了本文研究的思路、技术路线、主要内容和研究方法等。第二部分介绍了品牌资产概念的产生与定义,阐述了国内外学者在品牌资产测量理论与实证研究上的进展和主要成果,并指出了国内外研究的不足之处。第三部分介绍了消费者座谈的设计与开展情况,经过内容分析,全面简述了消费者对品牌的认知结构;介绍了问卷调查的设计与开展情况、方差分析、因子分析的过程,开发了基于消费者的品牌资产测量量表,并对量表的信度和效度进行了检验。第四部分介绍了结构方程模型建立、检验和修正的过程,建立了品牌资产金字塔模型,并对模型进行了分析,最后,基于品牌资产金字塔模型提出了品牌资产管理的一些建议。第五部分总结了本文研究的创新之处和不足之处,并提出了品牌资产测量未来可能的研究方向。
[Abstract]:Brand management in China has developed from a simple brand awareness to an advanced stage of strategic management. There are not only professional brand management agencies in the market, but also senior brand managers in enterprises. The strategic development of enterprises has changed from the simple scale expansion to the advanced brand expansion era. In the process of brand expansion, enterprises need to quickly identify high value brands and keep their brand value growing continuously. Therefore, the evaluation of brand value of assets has become a hot spot in academic research. This study takes brand equity as the research object, through theoretical analysis and empirical research, developed a consumer-based brand equity measurement scale, and constructed a consumer-based brand equity management model. This study firstly summarizes the research results of brand equity at home and abroad, which provides a knowledge preparation and theoretical basis for the design and development of this study. The content analysis of interview records provides the main dimensions and basic items of brand equity for this study. The data obtained from the questionnaire are the basis of empirical and quantitative research. ANOVA selects cross-market and cross-brand for us. Factor analysis purified the dimension of brand equity and verified the validity of each dimension. Finally, we explored the structural relationship between the dimensions of brand equity through the structural equation model. The "brand ladder" model is verified. This paper is divided into five parts: The first part introduces the realistic background and theoretical background of this study, clarifies the goal of the study, puts forward the key problems to be solved, explains the practical and theoretical significance of the study, and explains the train of thought and technical route of the research. Main contents and research methods. The second part introduces the emergence and definition of the concept of brand equity, expounds the progress and main achievements of scholars at home and abroad in the theoretical and empirical study of brand equity measurement, and points out the deficiencies of the research at home and abroad. The third part introduces the design and development of the consumer talk, through the content analysis, the comprehensive introduction of consumer brand cognitive structure, the questionnaire survey design and development situation, variance analysis, factor analysis process. A brand equity measurement scale based on consumers was developed, and the reliability and validity of the scale were tested. The fourth part introduces the process of building, testing and modifying the structural equation model, establishes the pyramid model of brand equity, and analyzes the model. Finally, some suggestions of brand equity management are put forward based on the pyramid model of brand equity. The fifth part summarizes the innovation and deficiency of this paper, and puts forward the possible research direction of brand equity measurement in the future.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】