洗发水品牌营销组合策略对品牌联想的影响研究

发布时间：2018-06-06 00:52

本文选题：营销组合 + 品牌联想　；参考：《暨南大学》2009年硕士论文

【摘要】： 1991年以来,品牌权益成为学术界研究的热点。作为品牌权益重要维度之一的品牌联想也得到了充分的重视。企业可以发挥主观能动性充分利用营销组合策略的实施来帮助消费者建立品牌知识网络,从而塑造积极的品牌联想。本研究的根本目的是深入探索营销组合要素对品牌联想建设的作用,从而为我国企业打造品牌联想提出具有针对性的营销策略组合。本文运用市场营销学、认知心理学等理论,在结合现有研究文献的基础上,构建了实证研究假设模型,并以洗发水品牌为例,探讨了营销组合要素对品牌联想各个维度的作用。论文构建了洗发水品牌的营销组合组成要素和由产品类别、产品属性、品牌属性、公司品牌联想、品牌市场表现、消费者象征性利益等六个层面的品牌联想内容,并在此基础上通过实证研究营销组合策略与品牌联想之间的关系,得到:产品类别联想主要受到广告的作用;产品属性联想主要受到非价格促销、包装等影响,其中价格促销会造成负面影响;公共关系、广告影响品牌属性因子联想;公司品牌联想受到公共关系的影响最为强烈,人员推销和广告对公司品牌联想的作用效应依次减弱;品牌知名度、品牌流行性及品牌市场竞争力等品牌市场表现主要受到广告的影响;企业打造消费者象征性利益联想应注重商店形象和包装,适当采用人员推销和广告作为补充策略。
[Abstract]:Since 1991, brand equity has become the focus of academic research. As an important dimension of brand equity, brand association has also been fully valued. Enterprises can make full use of the implementation of marketing combination strategy to help consumers establish brand knowledge network, thus to create positive brand association. The basic purpose of this study is to explore the effect of marketing combination elements on brand association construction, so as to put forward a targeted marketing strategy combination for Chinese enterprises to build brand association. Based on the theories of marketing and cognitive psychology, this paper constructs a hypothetical model of empirical research on the basis of existing research literature. Taking shampoo brand as an example, this paper discusses the effect of marketing combination factors on each dimension of brand association. The paper constructs the elements of marketing combination of shampoo brand and six levels of brand association content, including product category, product attribute, brand attribute, company brand association, brand market performance, consumer symbolic interest, etc. On the basis of the empirical study on the relationship between marketing combination strategy and brand association, it is concluded that product category association is mainly affected by advertising, product attribute association is mainly influenced by non-price promotion, packaging, etc. Among them, price promotion will have a negative impact; public relations, advertising influence brand attribute factor association; company brand association is most strongly affected by public relations, personnel marketing and advertising of the role of the company brand association in turn weakened; Brand awareness, brand popularity, brand market competitiveness and other brand market performance are mainly affected by advertising, enterprises to create consumer symbolic interests association should focus on store image and packaging, Appropriate use of personnel marketing and advertising as a complementary strategy.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.72

【引证文献】