信用卡行业品牌延伸效用评估
发布时间：2019-06-26 23:24
【摘要】： 品牌延伸是品牌管理、特别是发展品牌资产的重要组成部分,也是中国市场开拓中应用广泛的营销策略和工具。跨行业品牌延伸是目前业界比较盛行的一种品牌营销策略。企业如何才能成功地进行品牌延伸?企业品牌延伸对顾客满意的影响如何?这是我们要思考的问题。根据对建行信用卡消费者的问卷调查,我们从研究消费者心理的角度出发,用顾客满意度研究对银行成功进行品牌延伸的效用进行了评估分析。 “品牌经济”时代的到来,品牌越来越受到企业及消费者的重视,消费者品牌消费的意识日益增强,对品牌的要求不断提高;品牌已经成为企业竞争的焦点和有力手段,企业也希望通过成功的品牌运作获取更高的收益。另一方面,由于技术的进步,产品的生命周期日益缩短,再加上激烈的竞争,使得企业建设一个新品牌所需的投入和风险越来越大。在这种情况下,品牌延伸为企业提供了一个很好的选择,通过品牌延伸,企业可以实现业务的多元化,有效规避创立新品牌时的巨大开支和难以被消费者在短时间内接受等问题。而且,企业可以通过品牌延伸进一步增值品牌资产价值。品牌延伸带来的种种好处使得众多的企业趋之若鹜,企业界也有很多成功进行品牌延伸的案例。
[Abstract]:Brand extension is an important part of brand management, especially the development of brand equity, and it is also a widely used marketing strategy and tool in China's market development. Cross-industry brand extension is a popular brand marketing strategy in the industry at present. How can an enterprise successfully extend its brand? What is the influence of enterprise brand extension on customer satisfaction? This is the question we have to think about. According to the questionnaire survey of CCB credit card consumers, from the perspective of consumer psychology, we use customer satisfaction research to evaluate and analyze the effectiveness of bank brand extension. With the advent of the era of "brand economy", brands are paid more and more attention by enterprises and consumers, the awareness of consumers' brand consumption is increasing day by day, and the requirements for brands are constantly improved. Brands have become the focus and powerful means of enterprise competition, and enterprises also hope to obtain higher benefits through successful brand operation. On the other hand, due to the progress of technology, the life cycle of products is shortened day by day, coupled with fierce competition, enterprises need more and more investment and risk to build a new brand. In this case, brand extension provides a good choice for enterprises. Through brand extension, enterprises can realize business diversification, effectively avoid the huge expenses when creating new brands and are difficult to be accepted by consumers in a short period of time. Moreover, enterprises can further increase the value of brand equity through brand extension. The benefits of brand extension make many enterprises flock to it, and the business community also has a lot of successful cases of brand extension.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F832.2
[Abstract]:Brand extension is an important part of brand management, especially the development of brand equity, and it is also a widely used marketing strategy and tool in China's market development. Cross-industry brand extension is a popular brand marketing strategy in the industry at present. How can an enterprise successfully extend its brand? What is the influence of enterprise brand extension on customer satisfaction? This is the question we have to think about. According to the questionnaire survey of CCB credit card consumers, from the perspective of consumer psychology, we use customer satisfaction research to evaluate and analyze the effectiveness of bank brand extension. With the advent of the era of "brand economy", brands are paid more and more attention by enterprises and consumers, the awareness of consumers' brand consumption is increasing day by day, and the requirements for brands are constantly improved. Brands have become the focus and powerful means of enterprise competition, and enterprises also hope to obtain higher benefits through successful brand operation. On the other hand, due to the progress of technology, the life cycle of products is shortened day by day, coupled with fierce competition, enterprises need more and more investment and risk to build a new brand. In this case, brand extension provides a good choice for enterprises. Through brand extension, enterprises can realize business diversification, effectively avoid the huge expenses when creating new brands and are difficult to be accepted by consumers in a short period of time. Moreover, enterprises can further increase the value of brand equity through brand extension. The benefits of brand extension make many enterprises flock to it, and the business community also has a lot of successful cases of brand extension.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F832.2
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