矿泉水品牌感知质量及对顾客满意影响研究

发布时间：2018-02-26 22:25

本文关键词： 感知质量顾客满意矿泉水品牌　出处：《南京财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：我国矿泉水生产企业约1200多家，年销售总额约476.8亿元，年增长25%以上。由于市场增长快，利润高，境内企业和国际跨国企业竞争激烈，矿泉水市场已经进入多寡头市场竞争阶段。在矿泉水这类产品同质化较高的市场中，品牌在竞争中发挥的作用尤为关键。在境外矿泉水品牌和本土矿泉水品牌并行发展中，本土矿泉水品牌究竟处在什么态势？本土矿泉水品牌如果加强品牌战略，应该在品牌建设的什么指标上下工夫？能否通过消费者感知质量和消费者满意角度探索品牌建设路径？能否依据现有品牌感知理论构建量化衡量矿泉水品牌强弱的测定模型？本文选择上述角度对矿泉水品牌感知进行实证研究。本研究扩宽了矿泉水行业的研究视角，为矿泉水企业提供了较为明确的感知质量的提升路径，对其快速提升品牌竞争力，顾客满意，增强竞争优势提供了参考依据。经过专家打分对感知质量五个维度赋权重的结果是有形性最高，占总体权重的51.66%，其次是保证性20.69%，移情性13.62%，可靠性8.03%，最低的是响应性只有6%。对依云、冰露、娃哈哈和农夫山泉四个矿泉水品牌感知质量的比较结果是得分最高的是农夫山泉3.57分，得分第二的是娃哈哈3.27分，位居第三是依云3.14分，排名最低的是冰露3.12分。农夫山泉不仅仅综合排名第一而且感知质量五个维度中每个维度的得分基本处于领先的位置，拥有较绝对的品牌优势。从有形性方面，四个品牌的分差基本在产品质量、产品宣传以及产品价格三个问项中，其他两个问项基本没有差别；在可靠性方面，得分最高的依然是农夫山泉，其次是依云、娃哈哈，最后是冰露，在这里依云超过娃哈哈跻身第二位；在保证性方面，四个品牌在保证性方面的排名是农夫山泉、依云、娃哈哈、冰露，并且四个品牌之间的差距很小，不是很显著；在响应性方面，农夫山泉和其他三个品牌相比只有微弱的优势，没有较大差异；在移情性方面，，四个品牌的排名发生了一些变化，从高到低依次是农夫山泉、冰露、娃哈哈以及依云。本次研究发现，在研究的四个矿泉水品牌中，本土品牌感知质量并没有低于国外品牌的矿泉水，并具有较大的优势。
[Abstract]:There are over 1, 200 mineral water production enterprises in China, with annual sales volume of about 47.68 billion yuan, with an annual increase of more than 25%. Due to the rapid market growth and high profits, domestic enterprises and international multinational enterprises are facing fierce competition. The mineral water market has entered the stage of multi-oligarch market competition. In the market with high homogeneity of mineral water products, brand plays a particularly important role in the competition. In the parallel development of overseas mineral water brand and local mineral water brand, What is the situation of the local mineral water brand? If the local mineral water brand strengthens the brand strategy, what target should be put into the brand construction? Can we explore the path of brand building from the perspective of consumer perceived quality and consumer satisfaction? Can we build a quantitative model to measure the strength of mineral water brand according to the existing brand perception theory? This study broadens the research perspective of mineral water industry, and provides a clear path to improve the perceived quality of mineral water enterprises, so as to improve the brand competitiveness quickly. Customer satisfaction, enhance competitive advantage to provide a reference basis. After experts rated the five dimensions of perceived quality as heavy, the result was the most tangible, accounting for 51.66% of the total weight, followed by assurance 20.6995, empathy 13.62, reliability 8.03, and the lowest was only 66.For Evian, ice dew, The comparison of perceived quality between Wahaha and Farmer Springs showed that the highest score was 3.57, the second was Wahaha 3.27, and the third was Evian 3.14. The lowest ranked was ice dew 3.12. Not only was Farmer Springs ranked first, but also the scores of each of the five dimensions of perceived quality were basically in the leading position, with absolute brand advantages. The difference between the four brands is basically in the three questions of product quality, product promotion and product price. The other two questions are basically no different. In terms of reliability, the highest score is still the Farmer Spring, followed by Evian and Wahaha. Finally, ice dew, where Evian overtook Wahaha as the second place; in terms of assurance, the four brands ranked as Farmer Springs, Evian, Wahaha, Ice Dew, and the gap between the four brands was very small. Not very significant; in terms of responsiveness, Farmer Springs have only a slight advantage over the other three brands, and there is no big difference. In terms of empathy, the ranking of the four brands has changed, from high to low to farmers' spring. Ice dew, Wahaha and Evian. This study found that the perceived quality of local brands is not lower than that of foreign brands, and has a great advantage.
【学位授予单位】：南京财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F274

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