老字号的品牌资产影响因素研究

发布时间：2018-01-05 14:17

本文关键词：老字号的品牌资产影响因素研究　出处：《合肥工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：自20世纪90年代以来,品牌资产已经成为国内外专家学者们的重点研究领域,营销学术界也将品牌化定位成顶级研究课题和方向。但是,对于品牌资产的理论研究中依然存在一定的缺口,现有文献主要集中在品牌资产的内涵、评估和构成维度上,而进行品牌资产的来源探究的学者数量就相对较少,还没有形成关于品牌资产动态建立过程的体系化理论。随着经济全球化进程的加快,以及市场竞争日趋激烈,作为在我国经济结构中占重要组成部分的老字号企业,在新的市场环境下已陷入品牌发展困境,一部分老字号企业甚至已经退出市场。老字号企业要想重新焕发活力,在市场竞争中获得优势地位,就必须注重品牌资产的建立。本文通过梳理关于品牌资产理论体系确定了品牌资产是由品牌知名度、感知质量、品牌联想和品牌忠诚四个维度构成,同时综合前人研究成果以及与相关人员进行深度讨论初步了解并确立了餐饮老字号的4C营销组合策略,立足于对品牌资产建立的影响研究基础上,构建了老字号的品牌资产影响因素的研究模型,并以餐饮老字号为例进行实证分析,最终得出实证分析的结论。本文的研究成果对整个老字号行业的品牌管理与经营实践具有一定的启示意义。最后,指出本研究中存在的局限性,并且就未来研究方向进行展望。
[Abstract]:Since 1990s, the brand equity has become the focus of research in the field of domestic and foreign experts and scholars, the academic circles also make marketing brand positioning as topic and direction of top research. However, for a certain gap still exists in the theory of brand equity, the existing literature mainly focuses on the connotation of brand equity evaluation, and dimensions. The number of scholars in exploring the source of brand equity is relatively small, has not formed a system theory about the process of establishing brand equity dynamic. With the acceleration of economic globalization, and market competition is becoming increasingly fierce, as accounted for an important part of the time-honored enterprises in China's economic structure, in the new market environment brand development has fallen into predicament, some time-honored enterprises even have been withdrawn from the market. Time-honored enterprises want to re energize, in market competition to get The establishment of dominant position, we must pay attention to brand equity. By combing the theory system about the assets of the brand brand equity is determined by brand awareness, perceived quality, the four dimensions of brand association and brand loyalty, and comprehensive research and in-depth discussions with relevant personnel and establish a preliminary understanding of 4C marketing combination strategy catering the time-honored, based on the basic effect of brand equity based on constructs a model for the study of the factors of brand equity influence the time-honored, and with time-honored restaurant as an example, finally draw the conclusion of the empirical analysis. It has certain significance on the research results of this paper the time-honored brand management industry with the business practice. Finally, points out the limitations of this study, and the future research direction for the future.

【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2

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