奢侈品品牌资产研究
发布时间：2018-07-21 13:51
【摘要】： 近年来奢侈品产品在全球造成一股消费热潮。经济数据表明,奢侈品市场的成长率,至少是全球经济成长率的两倍。奢侈品产业的蓬勃发展,不但表现在消费文化相对成熟的欧美国家,在新兴发展中的国家,例如中国、印度、俄罗斯等,奢侈品更是被新富阶层消费者所拥抱,甚至迷恋。而中国根据估计将在2015年成为全球奢侈品的第一大消费国。总结奢侈品产业的发展轨迹历经了四个阶段:从百年前的欧洲市场,到二次大战后的美国市场,70年代后的日本市场,与当今以中国、印度、俄罗斯为主的新兴市场崛起。而消费族群也从原本的传统欧洲上流社会,过渡到一般消费大众与新兴富裕族群。因此也造就了一种新的奢侈品消费族群与消费文化。 90年代以来,学者纷纷从社会学、心理学与营销学等视角,对奢侈品消费现象进行研究。然而学术成果停留在各个消费者行为学与社会学领域,并未有跨领域的整合。使得营销者无法对学术成果进行运用。学术上对于奢侈品品牌的研究尚停留在奢侈品品牌的特点与消费者对于购买奢侈品品牌的感知价值上。尚未将奢侈品品牌的价值,与营销学中基于消费者心智的品牌资产(Consumer BasedBrand Equity,CBBE),甚至与基于市场产出的品牌资产(Product Market OutcomesBrand Equity,PMOBE)做出连结。因此本研究在奢侈品品牌与消费行为学既有的研究基础上,加上营销学中的品牌资产概念,进行定性与实证研究,建立奢侈品品牌资产驱动模型,以提供学术发展的研究基础,同时也为中国作为奢侈品新兴市场的消费文化代表作出研究贡献。 本研究由定性研究与定量研究两部分构成。第一阶段定性研究,采用文献研究(literature review)、与焦点小组访谈(focus group discussion),以了解中国消费者购买奢侈品的动机及其品牌资产的价值泉源。从焦点组访谈获得77个测项,形成奢侈品品牌资产测项库(item pool),然后进行专家甄别(judgemental panelscreening),并进行前测(pre-test),得到八个变量共27个测项的主体问卷。第二阶段定量研究,针对中国奢侈品消费者进行问卷调查,得到220份有效问卷。然后运用LISREL以及SPSS分析软件对数据进行分析。 实证研究发现,基于消费者心智的奢侈品品牌资产由「品牌形象」、「美学特征」、「稀缺性」、「感知品质」与「高价性」五个维度构成。产品市场产出由「品牌延伸」、「溢价」与「重复购买意愿」三个维度组成。基于消费者心智的奢侈品品牌资产与产品市场产出之间存在明显的结构关系。15个理论关系假设中,有14个得到明显支持。 本研究解读了在中国本土化背景下,一、奢侈品品牌资产的维度结构与其之间的结构关系。二、中国奢侈品消费群体区分。本研究从人口统计特征与心理上的社会阶层功能描绘出中国奢侈品消费群体的轮廓。三、指出中国作为新兴奢侈品消费市场的特点。四、提出了中国奢侈品品牌的创建路径与营销战略。 然而本研究在研究上的困难主要体现在问卷的设计与样本回收上。由于奢侈品的概念在国内外并无权威的定义,因此在问卷的操作性定义上,设计相对较为困难,因此确保问卷的信度是一大难度。同时在奢侈品品牌资产调查上,牵涉面子与高价等问题,涉及个人隐私,因此可能影响问卷回答的可信性。另外,奢侈品消费者相对一般大众消费品而言为高端收入人口,在接触与调查配合上比较困难,所以本研究在样本数量与区域分布上有一定限制。 本研究在三个方面对奢侈品领域学术研究作出贡献。一、提出奢侈品品牌资产驱动模型(Luxury Goods Brand Equity Drivers Model),以全面地、整合地途径表达奢侈品品牌价值的产生过程。二、构建并实证检验基于消费者心智的奢侈品品牌资产模型与产品市场产出的结构关系。三、中国本土化背景下对奢侈品消费者进行学术实证研究。针对中国消费开发出适合中国消费者的奢侈品品牌资产问卷量表,供中国及其它新兴国家奢侈品研究者借镜,使得学术成果可以落实。奢侈品品牌营销人员可以检视自己品牌、竞争对手品牌和跨品类、跨区域、跨国家的品牌相对地位的比较。同时营销者可以定期追踪自己品牌在各个维度上的表现,以适应竞争环境。
[Abstract]:In recent years, luxury goods have created a global consumption boom in the world. Economic data show that the growth rate of the luxury goods market is at least two times the growth rate of the global economy. The flourishing development of the luxury goods industry is not only manifested in the relatively mature European and American countries, but also in the emerging countries, such as China, India, Russia and so on. The product is hugged and even infatuated by the new rich consumers. China is estimated to be the largest consumer of luxury goods in the world in 2015. The development track of the luxury industry has gone through four stages: from the European market a hundred years ago to the American market after the two World War, the Japanese market after the 70s, and the current China, The emerging markets of India, Russia and the emerging markets of Russia have risen from the original traditional European society to the general consumer and the emerging rich, and thus create a new culture of luxury consumption and consumption.
Since the 90s, scholars have studied the phenomenon of luxury consumption from the perspectives of sociology, psychology and marketing. However, the academic achievements remain in the field of consumer behavior and sociology, and there is no cross field integration. It makes it impossible for the marketers to apply the academic achievements. Staying on the features of luxury brands and the perceived value of consumers for luxury brands. The value of the luxury brand, the Consumer BasedBrand Equity (CBBE) in marketing, and even the Product Market OutcomesBrand Equity, PMOBE (Product Market OutcomesBrand Equity, PMOBE) in marketing. Therefore, on the basis of the research on the luxury brand and consumer behavior, this study adds the concept of brand asset in marketing, carries out qualitative and empirical research, establishes the luxury brand asset driving model, provides the basis for the research of academic development, and also serves as the consumer culture representative for China's emerging market of luxury goods. Make a contribution to research.
This study consists of two parts: qualitative research and quantitative research. The first stage qualitative research, literature review, and the focus group interview (focus group discussion), in order to understand the motivation of Chinese consumers to buy luxury goods and the value source of the brand assets. From the focus group interviews, 77 items are obtained to form luxury goods. Item pool, and then judgemental panelscreening (judgemental panelscreening), and pre test (pre-test), get the main body questionnaire of eight variables altogether. Quantitative study of the second stage, the questionnaire survey on Chinese luxury consumers, get 220 valid questionnaires, and then use LISREL and SPSS analysis software. Analyze the data.
The empirical study found that luxury brand equity based on consumer mind is composed of five dimensions, "brand image", "aesthetic feature", "scarcity", "perceived quality" and "high price". Product market output is composed of three dimensions of "brand extension", "premium" and "repeat purchase intention". There is an obvious structural relationship between luxury brand equity and product market output. 14 theoretical hypotheses are supported by.15 theory.
This study interprets the structural relationship between the dimension structure of luxury brand assets and the structural relationship between the luxury brand assets in China. Two, the distinction between Chinese luxury consumer groups. This study depicts the outline of Chinese luxury consumer groups from demographic and psychological social stratum functions. Three, China is a new luxury product. The characteristics of the consumer market. Four, put forward the creation path and marketing strategy of China's luxury brand.
However, the difficulties in the study are mainly reflected in the design and sample recovery of the questionnaire. Because the concept of luxury goods has no authoritative definition at home and abroad, it is relatively difficult to design the operational definition of the questionnaire, so it is difficult to ensure the reliability of the questionnaire. The problem of sub and high price involves personal privacy, which may affect the credibility of the questionnaire answer. In addition, the luxury consumers are relatively high end income population compared with the general public consumer goods, and it is difficult to cooperate with the survey. Therefore, there are some restrictions on the quantity and distribution of the sample in this study.
This study contributes to the academic research in the field of luxury goods in three aspects. First, the luxury brand asset driven model (Luxury Goods Brand Equity Drivers Model) is proposed to comprehensively and integrally express the production process of luxury brand value. Two, construct and empirically test the luxury brand asset model based on the consumer mind. The structural relationship with product market output. Three, the academic Empirical Study on luxury consumers under the background of localization in China. A questionnaire on luxury brand assets suitable for Chinese consumers is developed for Chinese consumers. For China and other emerging countries, luxury researchers borrow a mirror to make academic achievements be implemented. Marketers can examine their brand, competitor brand and cross category, cross regional, cross national brand relative status. At the same time, marketers can regularly track their brand's performance in various dimensions to adapt to the competitive environment.
【学位授予单位】：复旦大学
【学位级别】：博士
【学位授予年份】：2008
【分类号】：F273.2
本文编号：2135732
[Abstract]:In recent years, luxury goods have created a global consumption boom in the world. Economic data show that the growth rate of the luxury goods market is at least two times the growth rate of the global economy. The flourishing development of the luxury goods industry is not only manifested in the relatively mature European and American countries, but also in the emerging countries, such as China, India, Russia and so on. The product is hugged and even infatuated by the new rich consumers. China is estimated to be the largest consumer of luxury goods in the world in 2015. The development track of the luxury industry has gone through four stages: from the European market a hundred years ago to the American market after the two World War, the Japanese market after the 70s, and the current China, The emerging markets of India, Russia and the emerging markets of Russia have risen from the original traditional European society to the general consumer and the emerging rich, and thus create a new culture of luxury consumption and consumption.
Since the 90s, scholars have studied the phenomenon of luxury consumption from the perspectives of sociology, psychology and marketing. However, the academic achievements remain in the field of consumer behavior and sociology, and there is no cross field integration. It makes it impossible for the marketers to apply the academic achievements. Staying on the features of luxury brands and the perceived value of consumers for luxury brands. The value of the luxury brand, the Consumer BasedBrand Equity (CBBE) in marketing, and even the Product Market OutcomesBrand Equity, PMOBE (Product Market OutcomesBrand Equity, PMOBE) in marketing. Therefore, on the basis of the research on the luxury brand and consumer behavior, this study adds the concept of brand asset in marketing, carries out qualitative and empirical research, establishes the luxury brand asset driving model, provides the basis for the research of academic development, and also serves as the consumer culture representative for China's emerging market of luxury goods. Make a contribution to research.
This study consists of two parts: qualitative research and quantitative research. The first stage qualitative research, literature review, and the focus group interview (focus group discussion), in order to understand the motivation of Chinese consumers to buy luxury goods and the value source of the brand assets. From the focus group interviews, 77 items are obtained to form luxury goods. Item pool, and then judgemental panelscreening (judgemental panelscreening), and pre test (pre-test), get the main body questionnaire of eight variables altogether. Quantitative study of the second stage, the questionnaire survey on Chinese luxury consumers, get 220 valid questionnaires, and then use LISREL and SPSS analysis software. Analyze the data.
The empirical study found that luxury brand equity based on consumer mind is composed of five dimensions, "brand image", "aesthetic feature", "scarcity", "perceived quality" and "high price". Product market output is composed of three dimensions of "brand extension", "premium" and "repeat purchase intention". There is an obvious structural relationship between luxury brand equity and product market output. 14 theoretical hypotheses are supported by.15 theory.
This study interprets the structural relationship between the dimension structure of luxury brand assets and the structural relationship between the luxury brand assets in China. Two, the distinction between Chinese luxury consumer groups. This study depicts the outline of Chinese luxury consumer groups from demographic and psychological social stratum functions. Three, China is a new luxury product. The characteristics of the consumer market. Four, put forward the creation path and marketing strategy of China's luxury brand.
However, the difficulties in the study are mainly reflected in the design and sample recovery of the questionnaire. Because the concept of luxury goods has no authoritative definition at home and abroad, it is relatively difficult to design the operational definition of the questionnaire, so it is difficult to ensure the reliability of the questionnaire. The problem of sub and high price involves personal privacy, which may affect the credibility of the questionnaire answer. In addition, the luxury consumers are relatively high end income population compared with the general public consumer goods, and it is difficult to cooperate with the survey. Therefore, there are some restrictions on the quantity and distribution of the sample in this study.
This study contributes to the academic research in the field of luxury goods in three aspects. First, the luxury brand asset driven model (Luxury Goods Brand Equity Drivers Model) is proposed to comprehensively and integrally express the production process of luxury brand value. Two, construct and empirically test the luxury brand asset model based on the consumer mind. The structural relationship with product market output. Three, the academic Empirical Study on luxury consumers under the background of localization in China. A questionnaire on luxury brand assets suitable for Chinese consumers is developed for Chinese consumers. For China and other emerging countries, luxury researchers borrow a mirror to make academic achievements be implemented. Marketers can examine their brand, competitor brand and cross category, cross regional, cross national brand relative status. At the same time, marketers can regularly track their brand's performance in various dimensions to adapt to the competitive environment.
【学位授予单位】：复旦大学
【学位级别】：博士
【学位授予年份】：2008
【分类号】：F273.2
【引证文献】
相关期刊论文 前3条
1 游娅娜;易雪峰;;浅析奢侈品设计[J];大众文艺;2010年19期
2 袁也婷;;从理性的视角探究时尚的本质[J];经营管理者;2011年07期
3 王保鲁;姜蕾;;奢侈品品牌管理相关研究分析[J];山东纺织经济;2011年09期
相关博士学位论文 前3条
1 黄雨水;奢侈品品牌传播研究[D];浙江大学;2011年
2 朴勇慧;赛事赞助对企业品牌形象影响的实证研究[D];辽宁大学;2011年
3 郑文清;营销策略对品牌资产的影响机理研究[D];南京林业大学;2012年
相关硕士学位论文 前9条
1 张亮;中国本土奢侈品牌发展研究[D];首都经济贸易大学;2011年
2 陈妍颖;从符号价值角度解读中国奢侈品品牌塑造[D];南京师范大学;2011年
3 单沛君;我国商业银行品牌资产对市场绩效的影响研究[D];南京航空航天大学;2011年
4 昌毅;奢侈品品牌传播策略研究[D];浙江工业大学;2012年
5 魏忱;奢侈品品牌软实力[D];复旦大学;2010年
6 张爱娣;奢侈品网络传播研究[D];兰州大学;2012年
7 胡翠华;中国消费者的奢侈品购买动机及营销对策研究[D];苏州大学;2012年
8 王力金;中国本土奢侈品企业资源营销策略研究[D];中国海洋大学;2012年
9 李恒露;中国传统书画元素在奢侈品设计中的创新与应用[D];湖南科技大学;2012年
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