品牌资产消费者模式与产品市场产出模式的结构关系研究
发布时间：2018-07-20 10:16
【摘要】： 从二十世纪八十年代至今,全球企业经历了一个从产品经营到品牌打造和品牌资产整体运营管理阶段,从而进入了全新的品牌竞争时代。 迄今,国内外营销界通常从三个角度或模式对品牌资产进行研究:(1)消费者心理模式。(2)市场产出模式。(3)金融市场产出模式。而三种视角各有优缺点,例如,基于消费者心理的视角由于考察的是品牌资产产生的源头,因此能够预测其市场潜力,其缺点是其不易计算,并且不能直接反映为简单明了的财务指标;相反基于产品市场产出的视角虽然可以弥补基于消费者心理模式的缺点,但由于其考察的仅仅是当前品牌资产的情况,因此只能表示出目前品牌的情况,而无法解释导致出现这种状况的原因,另外也容易产生品牌管理过程中的短期行为,造成从长期看有损于品牌资产的结果。因此,进行品牌资产不同视角下相关关系的研究是很有必要的。 本文在论述国内外学者关于品牌资产研究的基础上,结合实际情况,构建了基于消费者心理的品牌资产的四个维度(企业能力联想、品牌知名度、品质认知和消费形象)和在产品市场上品牌资产表现的三个维度(品牌延伸能力、溢价能力、品牌忠诚度)之间相互关系的理论假设模型。采用实证研究的方法,以手机作为研究对象,通过了解不同手机品牌的用户在品牌资产不同方面的认知和看法,从而对品牌资产的消费者模式和产品市场产出模式之间结构关系进行解构和分析。实证检验发现,两种模式之间存在着结构关系,在14个理论关系假设中,有11条通过了显著性检验。研究发现,品牌资产消费者模式的四个维度(公司能力联想、品牌知名度、品质认知、消费形象)是品牌资产表现为市场产出方面(品牌延伸能力、溢价能力、品牌忠诚度)的源头。其中,品牌知名度和品质认知在我国消费者当中仍占据着最为重要的作用,特别是品质认知更是起到关键核心作用。此外,研究过程中也构建了消费形象的概念,对品牌资产方面相关研究给予一定的补充。
[Abstract]:Since 1980s, global enterprises have experienced a stage from product management to brand creation and brand equity management, thus entering a brand new era of competition. Up to now, domestic and foreign marketing circles usually study brand equity from three angles or models: (1) consumer psychological model, (2) market output model, (3) financial market output model. The three perspectives have their own advantages and disadvantages. For example, the perspective based on consumer psychology can predict the market potential of brand equity because it looks at the source of brand equity, but its disadvantage is that it is not easy to calculate. And it can not be directly reflected as a simple and clear financial index; on the contrary, the perspective based on product market output can make up for the shortcomings based on consumer psychological model, but because it only examines the current situation of brand equity. Therefore, it can only show the current brand situation, but can not explain the reasons for this situation, in addition, it is easy to produce short-term behavior in the process of brand management, resulting in the long-term damage to brand equity results. Therefore, it is necessary to study the relationship between brand equity from different perspectives. On the basis of discussing the domestic and foreign scholars' research on brand equity, combined with the actual situation, this paper constructs four dimensions of brand equity based on consumer psychology (enterprise ability association, brand awareness, etc. The theoretical hypothesis model of the relationship between quality cognition and consumer image and the three dimensions of brand equity performance (brand extension ability, premium ability, brand loyalty) in the product market. Using the method of empirical research, taking mobile phone as the object of study, through understanding the different users of different mobile phone brands in different aspects of brand equity cognition and view, The relationship between the consumer model of brand equity and the model of product market output is deconstructed and analyzed. The empirical results show that there is a structural relationship between the two models and 11 of the 14 theoretical relationship hypotheses have passed the significance test. It is found that the four dimensions of the consumer model of brand equity (company ability association, brand awareness, quality cognition, consumer image) are the market output aspects of brand equity (brand extension ability, premium ability). Brand loyalty). Among them, brand awareness and quality awareness still occupy the most important role among Chinese consumers, especially quality awareness plays a key role. In addition, the concept of consumption image is also constructed in the research process, which provides a certain supplement to the related research on brand equity.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F224
本文编号：2133210
[Abstract]:Since 1980s, global enterprises have experienced a stage from product management to brand creation and brand equity management, thus entering a brand new era of competition. Up to now, domestic and foreign marketing circles usually study brand equity from three angles or models: (1) consumer psychological model, (2) market output model, (3) financial market output model. The three perspectives have their own advantages and disadvantages. For example, the perspective based on consumer psychology can predict the market potential of brand equity because it looks at the source of brand equity, but its disadvantage is that it is not easy to calculate. And it can not be directly reflected as a simple and clear financial index; on the contrary, the perspective based on product market output can make up for the shortcomings based on consumer psychological model, but because it only examines the current situation of brand equity. Therefore, it can only show the current brand situation, but can not explain the reasons for this situation, in addition, it is easy to produce short-term behavior in the process of brand management, resulting in the long-term damage to brand equity results. Therefore, it is necessary to study the relationship between brand equity from different perspectives. On the basis of discussing the domestic and foreign scholars' research on brand equity, combined with the actual situation, this paper constructs four dimensions of brand equity based on consumer psychology (enterprise ability association, brand awareness, etc. The theoretical hypothesis model of the relationship between quality cognition and consumer image and the three dimensions of brand equity performance (brand extension ability, premium ability, brand loyalty) in the product market. Using the method of empirical research, taking mobile phone as the object of study, through understanding the different users of different mobile phone brands in different aspects of brand equity cognition and view, The relationship between the consumer model of brand equity and the model of product market output is deconstructed and analyzed. The empirical results show that there is a structural relationship between the two models and 11 of the 14 theoretical relationship hypotheses have passed the significance test. It is found that the four dimensions of the consumer model of brand equity (company ability association, brand awareness, quality cognition, consumer image) are the market output aspects of brand equity (brand extension ability, premium ability). Brand loyalty). Among them, brand awareness and quality awareness still occupy the most important role among Chinese consumers, especially quality awareness plays a key role. In addition, the concept of consumption image is also constructed in the research process, which provides a certain supplement to the related research on brand equity.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F224
【参考文献】
相关期刊论文 前2条
1 杨桂云,沈蕾;与测量研究综述品牌忠诚界定[J];上海商业;2001年09期
2 卢泰宏,周志民;基于品牌关系的品牌理论:研究模型及展望[J];商业经济与管理;2003年02期
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