基于品牌权益的我国运动鞋品牌竞争力评价研究

发布时间：2018-04-07 18:34

本文选题：品牌权益　切入点：品牌竞争力　出处：《兰州理工大学》2013年硕士论文

【摘要】：我国已经成为世界上最大的运动鞋生产国、出口国和消费国之一。我国运动鞋产量占全球运动鞋总产量的60%以上,但运动鞋生产发展仍是以数量型增长为主。迄今为止,我国众多运动鞋类制造企业还没能打造出一个既个性鲜明又能拨动消费者心弦的高知名度、美誉度、忠诚度的国际强势品牌,主要原因在于缺乏品牌竞争力优势。因此,分析我国运动鞋类企业目前的品牌竞争力现状,准确定位我国运动鞋类企业品牌竞争力,着力提高我国运动鞋类企业品牌竞争力是当务之急。品牌竞争力是企业的品牌拥有或领先其他竞争对手的独特能力。品牌竞争力的强弱在于品牌满足消费者需求的能力,从而在扩大市场份额,获取高额利润方面强于竞争对手。品牌权益是顾客愿意为自己钟爱的品牌支付超过产品本身的额外费用,是为企业以往在品牌方面所作的营销努力而产生的赋予产品或服务的附加价值。它是侧重于从消费者角度出发对品牌价值的理解,同时又是品牌竞争力的具体体现。本文从基于顾客的品牌权益出发,结合品牌竞争力中围绕企业如何通过研究消费者心理来提升品牌形象、建立品牌忠诚度的相关指标,综合提炼形成本文研究视角下的品牌竞争力评价指标体系,包括4个一级指标(品牌忠诚度、品牌联想度、品牌美誉度、品牌知名度),6个二级指标(消费者评价、品牌共鸣、消费者感觉、品牌形象、品牌显著性、品牌绩效)及24个三级指标。依据指标体系设计调研问卷,对我国运动鞋类品牌竞争力现状进行消费者问卷调查。运用模糊层次分析法对调研数据进行处理,从评价结果中得出我国运动鞋类品牌竞争力大小的现状排名及影响品牌竞争力大小的各相关因素的强弱排名,即影响品牌竞争力最强的是消费者对该品牌的感觉,其余因素(品牌绩效、品牌形象、品牌共鸣、消费者评价、品牌显著性)的重要性依次递减。最后根据对品牌竞争力中各影响因素的分析,为提升我国运动鞋类品牌竞争力提供有针对性的建议与对策。
[Abstract]:China has become the world's largest sports shoes producer, exporter and consumer one of the countries.The production of sports shoes in China accounts for more than 60% of the total output of sports shoes in the world, but the production and development of sports shoes is still mainly based on quantitative growth.Up to now, many sports shoes manufacturers in our country have not been able to create a strong international brand, which is not only distinctive in personality but also in the heart of consumers. The main reason lies in the lack of brand competitive advantage.Therefore, it is urgent to analyze the current situation of brand competitiveness of sports shoes enterprises in our country, to accurately locate the brand competitiveness of sports shoes enterprises in China, and to focus on improving the brand competitiveness of sports shoes enterprises in our country.Brand competitiveness is the unique ability of an enterprise's brand to own or lead other competitors.The strength of brand competitiveness lies in the ability of the brand to meet the needs of consumers, which is stronger than its competitors in expanding market share and obtaining high profits.Brand equity is the extra cost that customers are willing to pay for their beloved brands in excess of the product itself. It is the added value of the product or service that the enterprise has made in the past brand marketing efforts.It is focused on the understanding of brand value from the perspective of consumers, but also the specific embodiment of brand competitiveness.Based on the brand rights and interests of the customer, this paper focuses on how to improve the brand image and establish the brand loyalty index by studying the consumer psychology in the brand competitiveness.The evaluation index system of brand competitiveness is formed from the angle of view of this paper, including four first-level indexes (brand loyalty, brand association, brand reputation, brand popularity, six second-level indicators (consumer evaluation, brand resonance).Consumer perception, brand image, brand significance, brand performance) and 24 three-level indicators.According to the index system, the questionnaire is designed to investigate the competitive status of sports shoes brand in China.Using the fuzzy analytic hierarchy process (AHP) to process the investigation data, the present situation ranking of the competitive power of sports shoes brand in China and the rank of the relative factors influencing the competitiveness of the brand are obtained from the evaluation results.In other words, the most important factors (brand performance, brand image, brand resonance, consumer evaluation and brand significance) affect the competitiveness of the brand is the consumer's perception of the brand, and the importance of the other factors (brand performance, brand image, brand resonance, consumer evaluation, brand significance) decreases in turn.Finally, according to the analysis of the influencing factors of brand competitiveness, it provides some suggestions and countermeasures for improving the brand competitiveness of sports shoes in China.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86

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