企业品牌延伸影响因素的典型相关分析

发布时间：2018-05-26 08:32

本文选题：品牌延伸 + 典型相关分析　；参考：《北京工业大学》2015年硕士论文

【摘要】：随着我国经济的持续发展,企业在市场中的竞争越来越激烈,购买者的消费观念也在不断的发生变化。大多数消费者不再是只看重产品的外观或是服务的实用性,而是综合考虑各方面因素后才做出购买决策。企业需要通过不断的推出新产品来满足消费者多样化的需求。但是这一过程存在的风险和需要花费的成本是巨大的。于是企业决策者们纷纷调整策略,通过提高自身的竞争力来适应经济全球化的趋势。如何使企业在竞争中能够不被淘汰并不断的成长,品牌延伸已成为很多企业保持可持续发展的重要策略之一。目前企业品牌延伸影响因素的研究大多是单一因素对品牌延伸的影响,没有对多种因素的综合影响进行探讨,或对因素间相互影响的描述过于宽泛。为了增加品牌延伸的成功率,企业进行品牌延伸时应该综合考虑各种影响因素。典型相关分析,这是一种研究两组变量之间存在何种相关关系分析方法。它不但可以通过分析得出两组变量之间的相关关系,也可以通过从两组观测变量中抽取起主要作用的公共因子来达到简化数据的目的,并且他还可以进行自变量组对因变量组的预测。典型相关分析可以同时起到因素分析、相关分析回归分析的效果。为此,在研究企业品牌延伸评价指标及其影响因素的基础上,运用典型相关分析方法,通过对问卷调查结果的定量分析,主要结论如下:第一:母品牌因素对企业品牌延伸的影响作用很大。其中的品牌信任和品牌联想两个维度显著影响品牌延伸的效果。第二:营销环境因素对企业品牌延伸具有重要的影响作用。其中营销能力和目标顾客两个维度显著影响品牌延伸效果。第三:消费者因素对企业品牌延伸的影响作用很大。特别是消费者因素里的顾客满意和忠诚与消费者对延伸产品的接受程度两个维度对品牌延伸效果有显著影响。第四:在三个企业品牌延伸影响因素中,消费者因素、营销环境因素、母品牌因素对企业品牌延伸的影响作用逐渐增大。三个因素之间也具有交互影响作用。营销环境因素对母品牌因素具有正面影响,母品牌因素和消费者因素之间存在正向的相关关系。在企业品牌延伸的过程中,充分利用影响品牌延伸的因素,可避免资金、人力等方面的浪费,提高品牌延伸的成功率,达到稳步提高本企业核心竞争力的目的。
[Abstract]:With the continuous development of China's economy, the competition in the market is becoming more and more intense, and the consumer concept of the buyer is changing. Most consumers are no longer only looking at the appearance of the product or the utility of the service, but only after considering all aspects of the factors to make a purchase decision. The products come to meet the diverse needs of the consumer. However, the risks and costs of the process are huge. So the enterprise decision-makers have adjusted their strategies to adapt to the trend of economic globalization by improving their competitiveness. It has become one of the important strategies for many enterprises to maintain sustainable development. At present, most of the research on the influence factors of enterprise brand extension is the effect of single factor on brand extension, not the comprehensive influence on many factors, or the description of the mutual influence between factors is too broad. Brand extension should take into consideration all kinds of influence factors. Canonical correlation analysis, which is a method to analyze the correlation between the two groups of variables. It can not only analyze the correlation between the two groups of variables, but also get the common factors that take the main role from the two groups of observation variables. For the purpose of transforming the data, and he can also carry out the prediction of the dependent variable group by the independent variable group. The canonical correlation analysis can be used to analyze the factors at the same time and to analyze the effect of the regression analysis. On the basis of the study of the brand extension evaluation index and the influencing factors of the enterprise, the results of the typical correlation analysis method are applied to the questionnaire survey results. The main conclusions are as follows: First: the parent brand factor has a great impact on the enterprise brand extension. The two dimensions of brand trust and brand association significantly affect the effect of brand extension. Second: the marketing environment factors have an important effect on the enterprise brand extension. Among them, the marketing ability and the target customer are two dimensions. Third: consumer factors have a great impact on enterprise brand extension. In particular, customer satisfaction and loyalty in consumer factors and consumers' acceptance of extended products have a significant impact on the brand extension effect. Fourth: in the influence factors of the three enterprise brand extension, consumption Factors, marketing environment factors, the influence of the parent brand factors on the enterprise brand extension gradually increase. The three factors also have interaction effect. The marketing environment factors have a positive impact on the parent brand factors, and there is a positive correlation between the parent brand factors and the consumer factors. The use of the factors that affect brand extension can avoid the waste of capital and human resources, improve the success rate of brand extension, and achieve the goal of steadily improving the core competitiveness of the enterprise.
【学位授予单位】：北京工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2

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