积分联盟战略对基于顾客的品牌资产影响研究

发布时间：2018-02-03 20:51

本文关键词： 航空公司积分联盟竞争优势品牌资产案例研究　出处：《西安工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：积分联盟是一种新型的联盟战略,它是以企业联盟和消费者加盟为基础的一种新型营销战略联盟模式,是高级形态的战略联盟。伴随着全球经济一体化的快速发展,世界范围内的航空公司纷纷呈现出加入国际航空积分联盟的新趋势。航空公司选择实施积分联盟战略能够获得什么样的竞争优势?由于几乎所有的企业都需要营销来销售他们的产品或服务,理解顾客的需求和要求并设计产品方案来满足他们,是成功营销的核心所在,顾客对企业营销活动的差异化反应大都是在对这个企业的品牌的所知、所感、所见所闻后产生的。顾客视角品牌资产的概念专注于顾客的认知和情感过程,强调了品牌资产的价值来源于顾客的行为和态度。航空公司实施积分联盟战略是否以及怎样影响航空公司基于顾客视角的品牌资产的,这些问题在学术界都有待深入,需要进一步的研究。本文为了更准确和全面的研究现实中的一些问题,将理论和现实结合起来研究积分联盟对基于顾客的品牌资产的影响,用理论解释现实问题,用现实问题印证理论的正确性。本文将航空公司选择积分联盟这一战略和企业的主要战略管理理论：竞争位势理论、资源和动力能力理论联系起来,用战略理论所对应的机制即企业战略管理逻辑：定位逻辑、杠杆逻辑和机会逻辑来解释航空公司联盟后对基于顾客的品牌资产带来的影响。由于从实证研究的视角很难直接解释航空公司实施积分联盟战略对基于顾客的品牌资产的影响,所以本研究间接的通过积分联盟使航空公司获得的竞争优势来研究航空公司实施积分联盟战略是怎样影响其基于顾客的品牌资产的。研究结果表明,航空公司选择积分联盟战略能够使航空公司获得相同的竞争优势有：建立全球无缝衔接、代码共享、扩大积分和兑换渠道、建立次级品牌联想、提供顾客较高的感知质量和感知价值。从定位逻辑的角度考虑,航空公司需要在激烈的行业全球化的发展过程中,找准自己的优势位势——建立全球无缝衔接,走国际化道路,将自己的服务更好的延伸到世界范围内,这样才能在全球航空业的竞争中立于不败之地。从杠杆逻辑的角度考虑,航空公司加入积分联盟能够通过代码共享、扩大积分和兑换渠道以及建立顾客次级品牌联想,使航空公司能够更好地聚集有价值的资源并充分利用、使其价值最大化；从机会逻辑的角度考虑,航空公司加入积分联盟能够使航空公司在满足入盟标准以及为应对竞争需求不断提升自身的时候,不断的提高自身的管理水平和服务水平,并且要不断的向联盟成员学习,从而更好的服务顾客。航空公司加入联盟所获得的这些竞争优势都能提高顾客对航空公司的认知或者提高顾客的实际感知,较高的认知和感知使顾客对航空公司品牌产生正面的判断,进而使顾客对航空公司产生态度依附、行为忠诚和主动介入等积极的态度和行为,这种积极的态度和行为即顾客和航空公司品牌之间达到了一种共鸣,当顾客和航空公司的品牌产生共鸣时,其对航空公司的品牌及营销活动都会有积极的反映,这样也就建立了积极的基于顾客的品牌资产。本文通过研究航空公司选择积分联盟战略所带来的竞争优势来研究积分联盟战略对基于顾客的品牌资产的影响,这样可以更好地让人们了解近年来各个航空公司不断加入联盟这一现象,也为想加入联盟的航空公司的管理者提供一些理论上的参考。
[Abstract]:Integral alliance is a kind of new strategic alliance, it is a kind of new marketing mode of strategic alliance enterprise alliance and consumers to join as the foundation, is the advanced form of strategic alliance. With the rapid development of global economic integration, the world's airlines are showing a new trend to join the international airline alliance. To obtain what kind of competitive advantage of strategic alliance implementation of integral airline? Because almost all businesses need marketing to sell their products or services, understand customer needs and requirements and product design scheme to meet them, is the core of successful marketing of different response customers for the enterprise marketing activities mostly in this sense of enterprise brand knowledge, the concept of customer. What one sees and hears from Perspective of brand equity focus on customer's cognitive and emotional processes, strong The value of brand assets is derived from the customers' behaviors and attitudes. Whether Airlines implement integral alliance strategy and how they affect the brand equity of airlines based on customers' perspective need to be further studied in academic circles.
In this paper, some problems in order to more accurate and comprehensive research in the reality, the theoretical and practical combination of integral alliance influence on customer based brand equity, explain the problems with the theory, prove the correctness of the theory with practical problems. This paper will choose the main airline alliance which is an integral strategic management theory and business strategy competitive potential theory, resource and dynamic link mechanism with the corresponding ability theory, strategic theory is the enterprise strategic management logic: positioning logic, logic and logic to explain the opportunity to leverage the airline alliance on the impact of customer assets brought based on the perspective of empirical research. Since it is difficult to directly explain the airline the implementation of integral strategic alliance on customer based brand equity, competitive advantages, so this study indirectly through integral Alliance make Airlines get The trend is to study how the airline's implementation of the integrated alliance strategy affects its customer based brand assets.
The results of the study show that can make Airlines get the same competitive advantage have integral strategic alliances: the establishment of the global airline code sharing, seamless integration and expand exchange channels, establish a secondary brand association, perceived quality and perceived price to provide customers a higher value. Considering the positioning of the logical point of view, the airlines need to the development process of globalization in the fierce industry, identify their potential advantages -- the establishment of global seamless, take the road of internationalization, will own better service extends to the world, so as to be in an invincible position in the global aviation industry competition. Considering the leverage of the logical point of view, the airline alliance can add points through code sharing. To expand the integration and exchange channels and establish customer sub brand Lenovo, the airlines are better able to gather valuable resources and fully Use the maximum value; considering the opportunity the logical point of view, the airline joined integral alliance can make airlines to meet the entry criteria and to cope with the competition needs to constantly improve their own time, constantly improve their own management level and service level, and continue to learn to the members of the league, so as to better serve the customers to join the alliance. The airline acquired these competitive advantages can improve the customer on the airline's cognitive or improve the actual customer perceived the higher cognition and perception of the customer airline brand produced a positive attitude and judgment, so that customers have attachment to airlines, behavior loyalty and positive attitude and active intervention the behavior of a resonance is achieved between a positive attitude and behavior of the customer and the airline brand, when customers and airlines brand Production Co When it strikes, it will have a positive reflection on the brand and marketing activities of the airline, thus establishing a positive brand based asset based on the customer.
This article studies the integral strategic alliance of customer based brand equity through the study of airline alliance strategy choice integral brought competitive advantage, so you can better let people know in recent years the various airlines continue to join the union of this phenomenon, and also provide some theoretical reference for want to join airline alliance management.

【学位授予单位】：西安工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F562.6;F274;F273.2

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