基于顾客忠诚的品牌竞争力研究
发布时间：2018-10-14 15:00
【摘要】： 随着买方市场的到来,市场上的各类商品越来越趋于多元化和同质化,一方面消费者在购买商品时有了更大的选择空间,使得企业越来越重视品牌的作用,希翼通过加强品牌的运营来获得竞争优势;另一方面产品的同质化需要企业足够重视消费者的需求,在充分考虑消费者需求的基础上生产消费者需要的产品。企业只有充分考虑顾客的需求,才能为顾客提供令其满意的产品和服务,从而才有可能获得顾客对该品牌的忠诚行为,进而使得该品牌在市场上具有一定的竞争优势。 本文从顾客忠诚这一视角去研究企业的品牌竞争力,首先分析了顾客忠诚和品牌竞争力的关系,指出顾客忠诚是品牌竞争力的重要驱动因素。其次从顾客忠诚角度去选取品牌竞争力的评价指标,构建出了基于顾客忠诚的品牌竞争力评价指标体系,同时从品牌竞争力评价指标体系中的各指标出发,针对各个指标提出了品牌竞争力的提升策略。最后选取西安笔记本电脑市场作为样板进行实证研究,根据本文所构建的品牌竞争力的评价指标体系,运用层次分析法对西安笔记本电脑市场的六个代表性品牌的品牌竞争力进行量化分析。 通过理论研究表明,顾客忠诚对企业获取品牌竞争优势具有非常大的作用;构建出基于顾客忠诚的品牌竞争力评价指标体系:指出企业不但要强化品牌意识,而且还应该通过对体系中各指标的优化提升以实现品牌竞争力的整体提升。通过实证分析得到各指标对品牌竞争力的相对影响程度,再结合消费者调查问卷的数据计算得出在西安笔记本电脑市场上六个代表性品牌的品牌竞争力排名。
[Abstract]:With the arrival of the buyer's market, all kinds of goods in the market tend to be diversified and homogenized. On the one hand, consumers have more choice in purchasing goods, which makes enterprises pay more and more attention to the role of brands. On the other hand, the homogenization of products requires enterprises to pay enough attention to the needs of consumers and to produce products that consumers need on the basis of fully considering the needs of consumers. Only by fully considering the needs of customers, enterprises can provide customers with satisfactory products and services, thus it is possible to obtain customer loyalty to the brand and thus make the brand have a certain competitive advantage in the market. This paper studies the brand competitiveness of enterprises from the perspective of customer loyalty. Firstly, it analyzes the relationship between customer loyalty and brand competitiveness, and points out that customer loyalty is an important driving factor of brand competitiveness. Secondly, the evaluation index of brand competitiveness is selected from the customer loyalty perspective, and the evaluation index system of brand competitiveness based on customer loyalty is constructed. At the same time, the evaluation index system of brand competitiveness starts from each index system. Aiming at each index, the paper puts forward the strategy of promoting brand competitiveness. Finally, select Xi'an notebook computer market as a model for empirical research, according to the evaluation index system of brand competitiveness, This paper makes a quantitative analysis of brand competitiveness of six representative brands in Xi'an notebook computer market by using the Analytic hierarchy process (AHP). Through theoretical research, it is shown that customer loyalty plays a very important role in obtaining brand competitive advantage, and the evaluation index system of brand competitiveness based on customer loyalty is constructed. It is pointed out that enterprises should not only strengthen brand awareness, but also build up a brand competitiveness evaluation index system based on customer loyalty. Moreover, we should improve the overall competitiveness of the brand through the optimization and promotion of each index in the system. Through the empirical analysis of the relative impact of each index on brand competitiveness, combined with the data of the consumer questionnaire to calculate the brand competitiveness of six representative brands in Xi'an notebook computer market.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
本文编号：2270819
[Abstract]:With the arrival of the buyer's market, all kinds of goods in the market tend to be diversified and homogenized. On the one hand, consumers have more choice in purchasing goods, which makes enterprises pay more and more attention to the role of brands. On the other hand, the homogenization of products requires enterprises to pay enough attention to the needs of consumers and to produce products that consumers need on the basis of fully considering the needs of consumers. Only by fully considering the needs of customers, enterprises can provide customers with satisfactory products and services, thus it is possible to obtain customer loyalty to the brand and thus make the brand have a certain competitive advantage in the market. This paper studies the brand competitiveness of enterprises from the perspective of customer loyalty. Firstly, it analyzes the relationship between customer loyalty and brand competitiveness, and points out that customer loyalty is an important driving factor of brand competitiveness. Secondly, the evaluation index of brand competitiveness is selected from the customer loyalty perspective, and the evaluation index system of brand competitiveness based on customer loyalty is constructed. At the same time, the evaluation index system of brand competitiveness starts from each index system. Aiming at each index, the paper puts forward the strategy of promoting brand competitiveness. Finally, select Xi'an notebook computer market as a model for empirical research, according to the evaluation index system of brand competitiveness, This paper makes a quantitative analysis of brand competitiveness of six representative brands in Xi'an notebook computer market by using the Analytic hierarchy process (AHP). Through theoretical research, it is shown that customer loyalty plays a very important role in obtaining brand competitive advantage, and the evaluation index system of brand competitiveness based on customer loyalty is constructed. It is pointed out that enterprises should not only strengthen brand awareness, but also build up a brand competitiveness evaluation index system based on customer loyalty. Moreover, we should improve the overall competitiveness of the brand through the optimization and promotion of each index in the system. Through the empirical analysis of the relative impact of each index on brand competitiveness, combined with the data of the consumer questionnaire to calculate the brand competitiveness of six representative brands in Xi'an notebook computer market.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
【引证文献】
相关硕士学位论文 前1条
1 张营利;基于体验营销的服装品牌终端竞争力研究[D];东华大学;2011年
，本文编号：2270819
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