零售商自有品牌对企业品牌稀释作用影响因素研究

发布时间：2018-07-09 21:17

本文选题：自有品牌 + 零售商品牌　；参考：《广东工业大学》2008年硕士论文

【摘要】： 市场竞争日趋激烈,零售企业为了寻找新的市场业绩的突破口逐渐将经营触觉延伸到生产领域,自有品牌应运而生。自有品牌也可以理解为零售商企业品牌的延伸。成功的自有品牌延伸能够为零售企业创造强大品牌力量;反之,失败的自有品牌延伸不仅可能使企业人力、物力遭受损失,更有甚者可能导致零售企业品牌稀释,如损害企业品牌形象,引起消费心理冲突,消费者认知模糊化,影响消费者品牌忠诚等。另外,自有品牌早已成为众多学者关注的热点,然而目前尚没有学者对自有品牌的稀释作用及其影响因素进行详尽研究。因此,本研究从消费者的角度探讨零售商自有品牌与其企业品牌的关系,并通过实证研究确定自有品牌对零售商企业品牌稀释的影响因素。首先,在大量相关研究文献研究和零售企业现状分析的基础上,论文构建了自有品牌的产品属性、非产品属性和零售企业品牌稀释三者的关系概念模型并提出研究假设;其次,采用实证研究方法,以广东珠江三角洲的广州、深圳、惠州三地对自有品牌有了解的消费者为研究样本,总回收有效样本270份,并利用SPSS软件对调查数据进行统计分析。最后,结合运用普通相关分析和偏相关分析方法对概念模型及研究假设进行检验,并根据研究结果修正概念模型,为零售企业开发自有品牌提出管理建议。本研究主要价值在于以下几个方面:第一,从品牌关系的角度探讨零售商自有品牌、企业品牌和消费者之间的相关关系,并构建了自有品牌产品属性、非产品属性和零售商企业品牌三者的关系模型。第二,从品牌延伸的角度分析自有品牌对其企业品牌稀释作用,并在通过实证研究确定其影响因素。第三,通过普通相关分析和偏相关分析相结合的方法,初步讨论自有品牌产品属性和非产品属性对零售商企业品牌产生稀释作用的方式和路径。
[Abstract]:The market competition is becoming more and more intense. In order to find a new breakthrough in market performance, retail enterprises gradually extend their tactile sense to the production field, and their own brands emerge as the times require. Private brand can also be understood as the extension of retailer brand. Successful private brand extension can create strong brand power for retail enterprises; conversely, failure of private brand extension may not only cause loss of manpower and material resources, but also lead to dilution of retail brand. Such as damaging enterprise brand image, causing consumer psychological conflict, consumer cognition fuzziness, influencing consumer brand loyalty and so on. In addition, private brand has become a hot topic for many scholars. However, no scholars have done a detailed study on the dilution effect of private brand and its influencing factors. Therefore, from the perspective of consumers, this study explores the relationship between retailers' own brands and their enterprise brands, and determines the factors that affect the dilution of retailers' brands by empirical research. Firstly, on the basis of a large number of related research literature and the analysis of the current situation of retail enterprises, the paper constructs the conceptual model of the relationship among the product attributes, non-product attributes and brand dilution of retail enterprises, and puts forward the research hypothesis. By using the empirical research method, taking Guangzhou, Shenzhen and Huizhou of Guangdong Pearl River Delta as research samples, 270 effective samples were collected, and the survey data were statistically analyzed by SPSS software. Finally, the conceptual model and research hypothesis are tested by using common correlation analysis and partial correlation analysis, and the conceptual model is revised according to the results of the research, and some management suggestions are put forward for retail enterprises to develop their own brands. The main value of this study lies in the following aspects: first, from the perspective of brand relationship, this paper discusses the relationship among retailers' own brand, enterprise brand and consumers, and constructs the attributes of private brand products. The relationship model of non-product attribute and retailer brand. Secondly, from the perspective of brand extension, this paper analyzes the dilution effect of private brand on its enterprise brand, and determines its influencing factors through empirical research. Thirdly, through the combination of common correlation analysis and partial correlation analysis, this paper preliminarily discusses the ways and paths of the dilution effect of owner-brand product attributes and non-product attributes on retailers' brands.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F717

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