基于消费者的中式快餐品牌资产模型构建研究

发布时间：2018-05-17 07:18

本文选题：品牌资产 + 消费者　；参考：《江苏大学》2009年硕士论文

【摘要】： 中国市场正逐渐从产品竞争时代步入综合品牌竞争时代,品牌的价值以及作用受到企业和学者的广泛关注。自20世纪80年代品牌资产引入营销领域以来,品牌资产作为一种新的营销理论在学术界和企业界得到了广泛深入地研究和应用。如何建立和经营品牌资产,是当前摆在经营管理者面前的重要议题。品牌资产模型是用来衡量品牌资产的主要方法,其中基于消费者的品牌资产模型揭示了品牌资产的来源,是当今品牌资产领域研究的主要发展方向。因此,本文选择从消费者角度研究品牌资产,以中式快餐行业为背景,构建基于消费者的中式快餐品牌资产模型,为企业建设品牌资产提供参考。本文借鉴了国内外基于消费者的品牌资产研究成果,对品牌资产的构成维度进行分析整理,构建了具有科学性、可操作性和推广应用价值的基于消费者的中式快餐品牌资产模型。主要研究内容:(1)系统阐述了品牌、品牌资产及中式快餐品牌资产的相关理论,回顾以往学者的基于消费者的品牌资产模型研究,指出构建具有层次关系的品牌资产模型并进行实证研究的必要性;(2)在整理归纳国内外学者对品牌资产构成维度研究成果的基础上,选取品牌知名度、品牌形象、感知质量、品牌忠诚为中式快餐品牌资产的构成要素;同时借鉴了Keller模型的层次和步骤,将品牌资产的建立划分为消费者认知、消费者评价、消费者情感三个阶段,构建了基于消费者的中式快餐品牌资产的概念模型;(3)通过实证数据分析对模型进行检验、修正,最终得出具有明显层次关系的中式快餐品牌资产模型,并对研究结果进行分析。本文的品牌资产模型不仅增添了对各维度之间关系的研究,而且指出各维度对品牌资产的影响存在差异,研究结果拓宽了品牌资产的研究视野,并对中式快餐企业建立及衡量品牌资产、创建强势品牌具有一定的指导意义。
[Abstract]:Chinese market is gradually moving from the era of product competition to the era of comprehensive brand competition, and the value and function of brand are widely concerned by enterprises and scholars. Since the introduction of brand equity into the field of marketing in 1980s, brand equity, as a new marketing theory, has been extensively studied and applied in academia and business circles. How to establish and manage brand assets is an important topic for managers. Brand equity model is the main method used to measure brand equity. The consumer-based brand equity model reveals the origin of brand equity and is the main development direction in the field of brand equity. Therefore, this paper chooses to study brand equity from the perspective of consumers, taking the Chinese fast food industry as the background, constructs a consumer-based Chinese fast food brand equity model, and provides a reference for enterprises to build brand assets. This paper draws lessons from the domestic and foreign research results of brand equity based on consumers, analyzes and arranges the dimensions of brand equity, and constructs a scientific model. The Chinese fast food brand equity model based on consumer-based operation and application value. The main research content is: (1) the related theories of brand, brand equity and Chinese fast food brand equity are expounded systematically, and the previous research on consumer-based brand equity model is reviewed. The author points out that it is necessary to construct a hierarchical brand equity model and carry out empirical research. On the basis of sorting out and summarizing the research achievements of domestic and foreign scholars on the dimension of brand equity composition, the author selects brand awareness, brand image and perceived quality. Brand loyalty is the constituent element of Chinese fast food brand equity, and the establishment of brand equity is divided into three stages: consumer cognition, consumer evaluation and consumer emotion, which draw lessons from the levels and steps of Keller model. This paper constructs the concept model of Chinese fast food brand equity based on consumers. It tests and modifies the model through empirical data analysis, and finally obtains the Chinese fast food brand equity model with obvious hierarchical relationship, and analyzes the results of the research. The brand equity model of this paper not only increases the research on the relationship between each dimension, but also points out that there are differences in the influence of each dimension on brand equity. The research results broaden the research field of brand equity. It has certain guiding significance for Chinese fast food enterprises to establish and measure brand assets and to create strong brands.
【学位授予单位】：江苏大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F719;F224

【引证文献】