多元品牌忠诚模式的手机设计实证研究
发布时间：2018-11-11 20:17
【摘要】： 2006至2007年中国手机品牌竞争力的贡献度主要来自于品牌忠诚。随着市场集中度进一步地提高,维持基本格局且重在内部调整的品牌竞争,只能在多元品牌的忠诚维系上释放更多的压力。 目前国内对品牌忠诚的探索尚处萌芽阶段,国外学者对于品牌忠诚的研究虽历程久远,但大量文献仍对焦于单一或特定的品牌,对于多元品牌忠诚研究的文献十分稀缺。为此,打破定牌研究方法的壁垒,对Jacob Jacoby多品牌忠诚模式进行拓展研究;探索性的提出了多元品牌忠诚模式,划分为品牌绝对忠诚、品牌相对忠诚、无品牌忠诚三种类型,并以品牌域的层级形式进行构建。以手机市场这一代表性的行业为着眼点,对最具碎片化倾向,同时颇具示范效力的大学生分众消费群体展开调查研究。 实证部分在品牌域概念的统摄之下,逐步确定市场中的手机品牌、目标消费群知晓的手机品牌,及其购买时所考虑的手机品牌,分析消费者的激活品牌域、拒绝品牌域、惰性品牌域三者的内涵及其变化原因;援引文献中的原始量表,考量目标消费群在认知、态度和行为三个方面的手机品牌域忠诚心理。并采用联合分析法,将消费者选购手机产品时的权重要素及其水平,通过正交设计组合成多个模拟手机的产品方案,从消费者的选择结果分析出各属性水平的效用值和重要程度;不使用李克特量表直接对用户施测的方法,有效避免了被试在评分过程中由于过多的区分值和对评价因素的不确定等负面影响所带来的较大偏差。完成多元品牌忠诚模式的构建,及其导向的手机设计综合研究。 研究结果显示了多元品牌忠诚模式的有效性,将碎片化的大学生手机消费群体整理为四种类型的多元品牌忠诚消费群,对其消费观及消费行为进行对比研究;并分析出三种代表性品牌为维系忠诚消费者,所进行产品整体设计的权重要素。使企业进行新品研发时,能够掌握消费者在众多购买因素之间的取舍问题,从产品层面制定多元品牌的忠诚策略,有力提升品牌竞争力。
[Abstract]:The contribution of Chinese mobile phone brand competitiveness from 2006 to 2007 mainly comes from brand loyalty. With the further improvement of market concentration, brand competition, which maintains the basic pattern and focuses on internal adjustment, can only release more pressure on the loyalty maintenance of multiple brands. At present, the exploration of brand loyalty in China is still in its infancy. Although the study of brand loyalty by foreign scholars has a long history, a large number of documents are still focused on a single or specific brand, and the literature on the study of multiple brand loyalty is very scarce. Therefore, break down the barrier of the research method of brand setting, and expand the multi-brand loyalty mode of Jacob Jacoby; Explore the multi-brand loyalty model, divided into three types: brand absolute loyalty, brand relative loyalty, no brand loyalty, and build the brand domain in the form of hierarchy. This paper focuses on the representative industry of the mobile phone market and makes an investigation and research on the most fragmented and exemplary group of college students. Under the control of the concept of brand domain, the empirical part gradually determines the mobile phone brand in the market, the mobile phone brand known to the target consumers, and the mobile phone brand considered during the purchase, analyzes the active brand domain of consumers and rejects the brand domain. The connotation and reasons of the inert brand domain; Referring to the original scale in the literature, the loyalty psychology of mobile phone brand domain in three aspects of cognition, attitude and behavior of the target consumers was studied. And by using the joint analysis method, the weight factors and their levels when consumers choose and purchase mobile phone products are combined into a number of simulated mobile phone product schemes through orthogonal design. The utility value and important degree of each attribute level are analyzed from the result of consumer selection. The method of not directly applying the Richter scale to the users can effectively avoid the large deviation caused by the negative effects of excessive discrimination and uncertainty on the evaluation factors in the scoring process. To complete the construction of multiple brand loyalty model, and the comprehensive study of mobile phone design oriented. The results show the validity of the multiple brand loyalty model. The fragmented mobile phone consumer group is organized into four types of multiple brand loyalty consumer groups. The consumption view and consumption behavior are compared. And analyze the weight factors of the overall design of the three representative brands to maintain loyal consumers. When the enterprise carries on the new product research and development, it can grasp the consumer's choice between the many purchase factors, formulate the multiple brand loyalty strategy from the product level, have the strength to enhance the brand competitiveness.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.6
本文编号：2326023
[Abstract]:The contribution of Chinese mobile phone brand competitiveness from 2006 to 2007 mainly comes from brand loyalty. With the further improvement of market concentration, brand competition, which maintains the basic pattern and focuses on internal adjustment, can only release more pressure on the loyalty maintenance of multiple brands. At present, the exploration of brand loyalty in China is still in its infancy. Although the study of brand loyalty by foreign scholars has a long history, a large number of documents are still focused on a single or specific brand, and the literature on the study of multiple brand loyalty is very scarce. Therefore, break down the barrier of the research method of brand setting, and expand the multi-brand loyalty mode of Jacob Jacoby; Explore the multi-brand loyalty model, divided into three types: brand absolute loyalty, brand relative loyalty, no brand loyalty, and build the brand domain in the form of hierarchy. This paper focuses on the representative industry of the mobile phone market and makes an investigation and research on the most fragmented and exemplary group of college students. Under the control of the concept of brand domain, the empirical part gradually determines the mobile phone brand in the market, the mobile phone brand known to the target consumers, and the mobile phone brand considered during the purchase, analyzes the active brand domain of consumers and rejects the brand domain. The connotation and reasons of the inert brand domain; Referring to the original scale in the literature, the loyalty psychology of mobile phone brand domain in three aspects of cognition, attitude and behavior of the target consumers was studied. And by using the joint analysis method, the weight factors and their levels when consumers choose and purchase mobile phone products are combined into a number of simulated mobile phone product schemes through orthogonal design. The utility value and important degree of each attribute level are analyzed from the result of consumer selection. The method of not directly applying the Richter scale to the users can effectively avoid the large deviation caused by the negative effects of excessive discrimination and uncertainty on the evaluation factors in the scoring process. To complete the construction of multiple brand loyalty model, and the comprehensive study of mobile phone design oriented. The results show the validity of the multiple brand loyalty model. The fragmented mobile phone consumer group is organized into four types of multiple brand loyalty consumer groups. The consumption view and consumption behavior are compared. And analyze the weight factors of the overall design of the three representative brands to maintain loyal consumers. When the enterprise carries on the new product research and development, it can grasp the consumer's choice between the many purchase factors, formulate the multiple brand loyalty strategy from the product level, have the strength to enhance the brand competitiveness.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.6
【参考文献】
相关期刊论文 前3条
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3 孙祥,陈毅文;消费行为研究中的联合分析法[J];心理科学进展;2005年01期
，本文编号：2326023
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