互联网环境下品牌延伸反馈效应的影响因素研究

发布时间：2018-06-06 08:26

本文选题：互联网 + 品牌延伸反馈效应　；参考：《北京邮电大学》2017年硕士论文

【摘要】：随着互联网行业的高速发展,越来越多的互联网企业也开始使用品牌延伸战略,不断的拓宽产品线,探索多元化发展之路。然而,品牌延伸是一把双刃剑,不仅可能提升消费者对母品牌的评价,同样也可能损害母品牌的形象,具有一定的风险性。随着品牌延伸战略的广泛使用,品牌延伸的风险性也逐渐的被学者和企业所重视。品牌延伸反馈效应是指在品牌延伸过程中,延伸产品对母品牌产生的影响,这种影响可能是正面的,也可能是负面的。然而,往期对品牌延伸反馈效应的研究中,研究对象大多都是传统企业,缺乏对于互联网企业的研究。而本研究则以互联网企业为研究对象,研究互联网环境下品牌延伸反馈效应的影响因素。本文通过相关文献的阅读,归纳出影响品牌延伸反馈效应的相关因素,同时结合互联网产品的特点,提出了对应的研究假设。同时,本文采用问卷调查法,通过设计问卷对用户进行调查,获取相关数据,并且通过数据分析验证了本文假设。通过研究,本文得出了如下结论:在互联网环境下,母品牌感知质量对于品牌延伸反馈效应具有负面影响,契合度、感知联结度则对品牌延伸反馈效应具有正面影响。而延伸产品的市场表现同时影响品牌延伸反馈效应的大小和正负性,延伸产品市场表现越成功,产生的正面反馈效应越强,延伸产品市场表现越失败,产生的负面反馈效应就越强。同时,基于本文的结论,本文提出了互联网企业品牌延伸的策略建议,旨在帮助互联网企业降低品牌延伸的风险,保护母品牌不受损害。
[Abstract]:With the rapid development of the Internet industry, more and more Internet enterprises begin to use brand extension strategy, constantly broaden the product line, explore the road of diversified development. However, brand extension is a double-edged sword, which can not only enhance consumers' evaluation of parent brand, but also damage the image of parent brand. With the wide use of brand extension strategy, the risk of brand extension has been paid more and more attention by scholars and enterprises. Brand extension feedback effect refers to the influence of extended product on the parent brand in the process of brand extension, which may be positive or negative. However, in the past research on the feedback effect of brand extension, most of the research objects are traditional enterprises, and lack of research on Internet enterprises. In this study, the influence factors of brand extension feedback effect under the Internet environment are studied with Internet enterprises as the research object. Based on the reading of relevant literature, this paper sums up the relevant factors that affect the feedback effect of brand extension, and puts forward the corresponding research hypotheses combined with the characteristics of Internet products. At the same time, this paper uses the questionnaire method, through the design of a questionnaire to investigate the users to obtain relevant data, and through data analysis to verify the hypothesis of this paper. Through the research, this paper draws the following conclusions: in the Internet environment, the mother brand perceived quality has a negative impact on the brand extension feedback effect, while the degree of fit and perceived connection has a positive impact on the brand extension feedback effect. The market performance of the extended product simultaneously affects the size and the positive and negative effects of the brand extension feedback effect. The more successful the extended product market performance is, the stronger the positive feedback effect is, and the more the failure of the extended product market performance, the more successful the market performance of the extended product is. The negative feedback effect is stronger. At the same time, based on the conclusion of this paper, this paper puts forward the strategy of brand extension of Internet enterprises, aiming to help Internet enterprises reduce the risk of brand extension and protect the mother brand from harm.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2

【参考文献】