购物中心品牌形象对消费者购买意向的影响研究

发布时间：2018-04-19 18:57

本文选题：购物中心 + 品牌形象　；参考：《华南理工大学》2013年硕士论文

【摘要】：作为世界上最古老的行业之一，房地产行业在我国起步较晚，但发展迅速，经过三十多年的发展，已经成为我国国民经济重要产业部门，推动工业化、城市化和现代化的进展。市场经济的不断成熟，以及近年房地产调控政策的不断出台给住宅地产的发展造成诸多限制，于是很多传统住宅地产商纷纷转战商业地产，优胜劣汰、适者生存的市场规律在商业地产中迅速得到印证。火爆的商业地产和良好的商业氛围也加剧了购物中心的竞争，对购物中心业态选择、细分市场甄别、品牌形象建设等一系列问题提出了很高的要求。由于品牌形象不明确等因素的影响，购物中心出现了高空置率和高退租率的现象，导致大量社会资源浪费。造成该现象的主要原因是开发商在项目前期仅依靠以往开发经验，对商业地产的投资、商业、地产三重属性理解浅薄，品牌形象定位不准确。如何在激烈的竞争中脱颖而出就成为商业地产商要解决的首要问题。地产是资金密集型行业，前期投资大，，动辄上亿。同时，商业地产多采取租赁形式，漫长的资金回收期更是加剧了资金压力。因此，亟需建立独特的品牌形象，减少后期改造和二次招商成本。国内关于购物中心品牌形象的研究比较少，国外关于这方面的研究相对成熟一些，本研究在国内外相关研究的基础上，构建相应模型并进行实证分析。本研究从购物中心定义、分类、特点和发展历史入手，结合品牌形象和消费者购买意向相关研究成果，分析购物中心品牌形象对消费者购买意向的影响，旨在找出品牌形象、行为态度、主观规范、感知行为控制和消费者购买意向的关系，指导购物中心品牌形象建设工作，提升企业综合竞争力。经研究证实：购物中心品牌形象对消费者行为态度和主观规范具有显著正向影响；品牌形象、行为态度、主观规范、感知行为控制都对消费者购买意向有显著正向影响。
[Abstract]:As one of the oldest industries in the world, the real estate industry started late in China, but developed rapidly. After more than 30 years of development, the real estate industry has become an important industrial sector of our national economy, promoting industrialization, urbanization and the progress of modernization. With the maturity of the market economy and the continuous introduction of real estate regulation and control policies in recent years, the development of residential real estate has been restricted. As a result, many traditional residential real estate developers have turned to commercial real estate one after another, killing the fittest and the fittest. The market law of survival of the fittest is quickly proved in commercial real estate. The hot commercial real estate and the good commercial atmosphere also aggravate the competition of the shopping center, put forward the very high request to a series of problems, such as the shopping center form choice, the market segmentation screening, the brand image construction and so on. Because of the unclear brand image and other factors, the shopping center appeared the phenomenon of high vacancy rate and high rent-retreating rate, which led to a large amount of social resources waste. The main reason for this phenomenon is that the developers only rely on the previous development experience in the early stage of the project, understand the triple attributes of commercial real estate investment, commerce and real estate, and the positioning of brand image is not accurate. How to stand out in the fierce competition has become the most important problem to be solved by commercial real estate developers. Real estate is a capital-intensive industry, early investment is large, easily hundreds of millions. At the same time, commercial real estate more leasing form, the long period of capital recovery is exacerbated by capital pressure. Therefore, there is an urgent need to establish a unique brand image, reduce the later transformation and secondary investment costs. The domestic research on the brand image of shopping center is relatively few, the foreign research on this aspect is relatively mature, this study is based on the domestic and foreign related research, and builds the corresponding model and carries on the empirical analysis. This study starts with the definition, classification, characteristics and development history of shopping center, combines the research results of brand image and consumer purchase intention, analyzes the influence of shopping center brand image on consumer purchase intention, in order to find out brand image. The relationship between behavior attitude, subjective norm, perceived behavior control and consumers' purchase intention can guide the building of brand image of shopping center and enhance the comprehensive competitiveness of enterprises. It has been proved that the brand image of shopping center has significant positive influence on consumer behavior attitude and subjective norm, and brand image, behavior attitude, subjective norm and perceived behavior control have significant positive influence on consumer purchase intention.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.23

【参考文献】