中国门户网站品牌资产的影响因素之实证研究
发布时间：2018-08-24 18:10
【摘要】： 本文根据品牌资产链条关系:“用户受到企业营销活动影响而改变品牌知识,从而改变企业产品的市场状况,最终对企业的财务状况产生影响”,构建专门针对门户网站的门户网站品牌资产链条关系三因素模型。本文采取问卷调查和因子分析方法提取影响门户网站品牌资产的关键用户因素,并在此基础上建立门户网站品牌资产基于用户因素的得分模型,从而对纳斯达克上市的六家门户网站——新浪、搜狐、网易、百度、雅虎、Google的品牌资产进行评分。同时本文采用专门发布网站世界排名的Alexa网站中公布的相关指标反映上述六家门户网站的市场认知度和市场占有率,以及将上述门户网站的财务状况作为衡量门户网站绩效的重要指标。通过对门户网站品牌资产的用户因素、市场因素、财务因素进行相关分析,证明门户网站品牌资产的用户因素会通过影响门户网站的市场表现,最终影响门户网站的绩效,并发掘对门户网站品牌资产起到重要影响作用的因素。
[Abstract]:According to the relationship of brand asset chain: "the user changes brand knowledge under the influence of enterprise marketing activities, thus changes the market situation of enterprise products, and finally has an impact on the financial situation of the enterprise". This paper constructs a three-factor model of brand asset chain relationship for portal websites. In this paper, we use questionnaire and factor analysis to extract the key user factors that affect the brand equity of portal, and then establish a score model of brand equity based on user factors. As a result, the Nasdaq listed six portals-Sina, Sohu, NetEase, Baidu, Yahoo! Google's brand assets. At the same time, this paper uses the related indicators published in Alexa website, which specially publishes the world ranking of websites, to reflect the market recognition and market share of the above six portals. And the financial status of the above-mentioned portal as an important indicator of portal performance. By analyzing the user factors, market factors and financial factors of brand equity of portal, it is proved that the user factors of brand equity of portal will affect the performance of the portal through the market performance of the portal, and finally affect the performance of the portal. And to explore the portal brand assets play an important role in the factors.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F49
本文编号：2201624
[Abstract]:According to the relationship of brand asset chain: "the user changes brand knowledge under the influence of enterprise marketing activities, thus changes the market situation of enterprise products, and finally has an impact on the financial situation of the enterprise". This paper constructs a three-factor model of brand asset chain relationship for portal websites. In this paper, we use questionnaire and factor analysis to extract the key user factors that affect the brand equity of portal, and then establish a score model of brand equity based on user factors. As a result, the Nasdaq listed six portals-Sina, Sohu, NetEase, Baidu, Yahoo! Google's brand assets. At the same time, this paper uses the related indicators published in Alexa website, which specially publishes the world ranking of websites, to reflect the market recognition and market share of the above six portals. And the financial status of the above-mentioned portal as an important indicator of portal performance. By analyzing the user factors, market factors and financial factors of brand equity of portal, it is proved that the user factors of brand equity of portal will affect the performance of the portal through the market performance of the portal, and finally affect the performance of the portal. And to explore the portal brand assets play an important role in the factors.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F49
【引证文献】
相关硕士学位论文 前4条
1 徐西宁;五粮液出口品牌资产战略研究[D];江西财经大学;2010年
2 苏蓉佳;B2C网站品牌资产的驱动因素及对购物意向的影响[D];浙江大学;2011年
3 彭斯超;网站品牌资产对顾客忠诚度的影响研究[D];湖北工业大学;2011年
4 孟雪娇;高技术品牌影响力研究[D];北方工业大学;2012年
，本文编号：2201624
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