基于消费者视角的服务业品牌延伸评价的影响因素研究

发布时间：2018-08-31 10:30

【摘要】：面对消费者市场变化多端的需求以及同行竞争者的崛起与追赶,越来越多的企业为了保持活力与长远的发展,决定不再局限于原有的经营领域,而是将眼界放在了更宽更广的市场。企业利用母品牌发布新产品是一个吸引人的成长战略,这种品牌延伸战略借助母品牌的市场地位与稳定的号召力,有效减少了营销费用,节约了企业的资源,降低了新产品入市的风险,同时有助于新产品迅速获得消费者的认可及巩固母品牌的地位。在不同行业成功运用品牌延伸策略延伸到其他领域的企业数不胜数,然而品牌延伸策略并不是对每个企业都适用,一旦延伸没有获得消费者的认可,甚至会造成母品牌的品牌稀释,产生严重的损失。所以弄清楚消费者主要是基于哪些因素来进行品牌延伸评价的以及各因素的影响程度如何,就显得尤为重要。本文选择了服务业中的大型连锁超市作为研究对象,在AK模型的基础上,通过阅读大量的中外文献,构建出了从消费者视角出发的影响品牌延伸评价的新的假设模型,模型中的影响因素包含消费者对母品牌的感知质量、延伸产品与母品牌产品之间的感知相似度、品牌忠诚、消费者的创新意识这四个变量,旨在通过实证研究这四个影响因素对家乐福延伸到物流和餐饮领域的品牌延伸评价的影响。本文利用SPSS statistics17.0对收集回来的调查问卷的数据进行了相关分析和回归分析,得出的结论是：母品牌的感知质量、感知相似度、品牌忠诚、创新意识都对品牌延伸评价具有显著正向影响,其中感知相似度的影响程度最大。最后本文提出了关于企业进行品牌延伸的建议。企业在决定开展品牌延伸前,应该立足于现状,考虑是否具备延伸的能力以及如何有效利用品牌延伸评价的影响因素来进行品牌延伸。
[Abstract]:In the face of the ever-changing demands of the consumer market and the rise and catch-up of competitors, more and more enterprises have decided not to limit themselves to the original business areas in order to maintain their vitality and long-term development. Instead, they put their horizons in a broader and broader market. It is an attractive growth strategy for enterprises to release new products by using their parent brand. This brand extension strategy can effectively reduce the marketing expenses and save the resources of the enterprise by virtue of the market position and stable appeal of the mother brand. It reduces the risk of new products entering the market, and helps new products to gain the recognition of consumers and consolidate the status of parent brand. The successful use of brand extension strategy in different industries to extend to other areas of the number of enterprises, but brand extension strategy is not applicable to every enterprise, once the extension has not been recognized by consumers, Even will cause the brand dilution of the mother brand, resulting in serious losses. Therefore, it is very important to find out which factors are the main factors to evaluate the brand extension and the influence of each factor. This paper chooses the large chain supermarkets in the service industry as the research object, on the basis of the AK model, through reading a lot of Chinese and foreign literature, it constructs a new hypothetical model to influence the brand extension evaluation from the perspective of consumers. The influencing factors in the model include the perceived quality of the consumer to the parent brand, the perceived similarity between the extended product and the product of the parent brand, brand loyalty, and the consumer's consciousness of innovation. The purpose of this paper is to study the impact of these four factors on the brand extension evaluation of Carrefour in the field of logistics and catering. Based on the correlation analysis and regression analysis of the questionnaire data collected by SPSS statistics17.0, the conclusions are as follows: the perceived quality, perceived similarity, brand loyalty of the parent brand. Innovation consciousness has a significant positive impact on brand extension evaluation, in which perceived similarity has the greatest impact. Finally, this paper puts forward some suggestions on brand extension. Before the enterprise decides to carry out brand extension, it should base itself on the status quo and consider whether it has the ability to extend and how to make effective use of the influencing factors of brand extension evaluation to carry out brand extension.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

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