消费者视角下零售商品牌价值评价研究

发布时间：2018-06-20 11:10

本文选题：品牌价值 + 评价模型　；参考：《湘潭大学》2015年硕士论文

【摘要】：自品牌价值这一概念提出以来,与品牌价值相关的研究便得到了学术界及企业界的广泛关注。如今全世界已经进入了品牌时代,品牌之间的竞争日益激烈,品牌价值的地位和作用也日益凸显。强势品牌可以为企业带来更多的利润、附加价值和市场份额,打造卓越的品牌是企业提高核心竞争力的重要途径。国内外的学者们最初主要是从财务角度和市场角度衡量品牌价值的,而从消费者视角来分析品牌价值,是品牌价值形成的核心。只有了解消费者角度的品牌价值,才能真正的挖掘品牌价值的根本来源。品牌价值能够吸引消费者,刺激消费者购买欲望,形成消费者的品牌偏好,对于企业营销而言至关重要。因此,从消费者的角度来研究零售商品牌价值评价具有重要的理论与现实意义。本文依据消费者行为与零售商品牌价值评价的相关理论,运用层次分析法和模糊综合评价法等方法,对消费者视角下零售商品牌价值评价展开了研究。首先,本文回顾了国内外学者对品牌价值、品牌价值评价模型以及零售商品牌价值影响因素的相关文献;其次,本文系统地梳理了消费者视角下零售商品牌价值评价的相关理论;再次,本文构建了零售商品牌价值评价指标体系;接着,本文采用模糊综合评价法得出长沙市四家零售商品牌价值得分;最后,得出本文的基本结论,并提出相应的对策建议。本文研究主要结论为:(1)消费者视角下零售商品牌价值评价指标体系由品牌知名度、品牌忠诚度、产品品质、人员服务品质、环境与气氛品质、产品联想、组织联想七个维度构成;(2)按重要性程度进行排序,品牌价值评价各维度从高到低依次为品牌忠诚度、产品联想、品牌知名度、人员服务品质、产品品质、环境与气氛品质、组织联想;(3)年龄和教育程度对零售商品牌价值评价有显著影响;(4)根据品牌价值得分进行排序,四家零售商的品牌价值从高到低依次为友阿百货、王府井、万达百货和平和堂。本文研究的创新点有:本文从一个较新的视角即消费者角度,针对零售商的特点,将商店形象引入消费者品牌价值评价的模型中,构建了消费者视角下零售商品牌价值评价的模型。并采用长沙市四家知名零售商店的调研数据,运用层次分析法和综合模糊评价法等方法,得出消费者对四家零售商店的品牌价值评价结果,并对其进行比较与分析,以期为零售企业的营销策略提供有益的参考。
[Abstract]:Since the concept of brand value was put forward, the research related to brand value has received extensive attention from academia and business circles. Now the world has entered the brand era, the competition between brands is increasingly fierce, the status and role of brand value is increasingly prominent. Strong brand can bring more profits, additional value and market share for enterprises, and creating excellent brand is an important way for enterprises to improve their core competitiveness. At first, scholars at home and abroad mainly measure brand value from financial and market point of view, and analyze brand value from consumer perspective, which is the core of brand value formation. Only by understanding the brand value from the consumer perspective, can we really tap the fundamental source of brand value. Brand value can attract consumers, stimulate consumers' desire to buy, and form consumer's brand preference, which is very important for enterprise marketing. Therefore, it has important theoretical and practical significance to study retailer brand value evaluation from the perspective of consumers. Based on the relevant theories of consumer behavior and retailer brand value evaluation, this paper makes a research on retailer brand value evaluation from the perspective of consumers by using AHP and fuzzy comprehensive evaluation methods. Firstly, this paper reviews the literature on brand value, brand value evaluation model and the influence factors of retailer brand value. This paper systematically combs the relevant theories of retailer brand value evaluation from the consumer perspective; thirdly, this paper constructs the retail brand value evaluation index system; then, This paper uses the fuzzy comprehensive evaluation method to get the brand value score of four retailers in Changsha. Finally, the paper draws the basic conclusions of this paper, and puts forward the corresponding countermeasures and suggestions. The main conclusions of this study are as follows: (1) under the consumer perspective, the evaluation index system of retailer brand value consists of brand awareness, brand loyalty, product quality, personnel service quality, environment and atmosphere quality, product association, etc. Each dimension of brand value evaluation is brand loyalty, product association, brand popularity, personnel service quality, product quality, environment and atmosphere quality. According to the brand value score, the brand value of the four retailers are ranked in order: Youa department store, Wangfujing, Wanda department store and Pingtang. The innovations of this paper are as follows: from a relatively new perspective, that is, consumer perspective, this paper introduces store image into the model of consumer brand value evaluation according to the characteristics of retailers. The model of retailer brand value evaluation from consumer perspective is constructed. By using the survey data of four famous retail stores in Changsha and the methods of analytic hierarchy process and comprehensive fuzzy evaluation, the results of brand value evaluation of four retail stores by consumers are obtained, and the comparison and analysis are made. In order to provide a useful reference for the marketing strategy of retail enterprises.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F724.2

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