基于品牌资产的乳制品品牌价值提升策略研究

发布时间：2018-03-01 12:35

本文关键词： 品牌价值品牌资产模型构建提升策略　出处：《天津商业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着全球经济激烈竞争的白热化程度加强,品牌作为一种新的竞争形式和竞争方法开始受到国内外企业的广泛关注。在现今的经济社会中,品牌的发展突飞猛进,成为企业的一种强有力的竞争武器,而品牌价值的大小也随之成为企业在竞争中得胜的关键因素之一。有效的提升品牌价值,不仅能使企业在竞争中长久不衰,还能使企业在长期的发展中趋于稳定。由于品牌价值依附于品牌资产的存在而存在,因此,将品牌资产作为基础研究品牌价值,对如何提升品牌价值有着重要的作用。本文的研究目的主要是从品牌资产的角度进行分析乳制品品牌价值提升过程中的影响因素,以期通过企业所具有的品牌资产来提升品牌价值,为乳制品品牌价值提升提供有效的、合理的策略方案。针对研究特点,本文采取定性法对国内外有关品牌资产和品牌价值的研究成果进行分析。同时,本文结合定量法开展实证研究。首先根据国内外比较成熟的品牌价值和品牌资产测量量表设计本文实证所需的调查问卷,通过发放调查问卷获取实证研究的一手数据,并运用SPSS 22.0版统计软件对一手数据进行相应的分析,验证理论假设。依照研究结果,本文对乳制品企业如何从品牌资产的角度提升品牌价值提出了相应的策略方案,通过具体的措施帮助企业找到有效的提升途径。首先,本文以管理企业自身的品牌资产为重点,分别从品牌的知名度、忠诚度、形象和感知质量四个维度具体论述如何提升企业的品牌价值。其次,从宏观市场的角度,寻求品牌价值的提升策略,分别从品牌战略、品牌创新和品牌文化三个方面给出品牌价值提升的具体措施。本文的研究紧随品牌营销经济的发展,具有一定的创新性。首先,通过系统梳理品牌价值和品牌资产的相关理论,重新创建更加完善的品牌资产构成模型,探究品牌资产和品牌价值之间的联系和影响程度。其次,通过实证分析论证企业的品牌资产维系品牌价值,并为乳制品品牌价值的提升提供了关键工具。品牌资产是品牌企业的一项必备资产,将其作为切入点进行品牌价值提升策略的研究,可以为企业提供更加有效、更易实施的新策略。同时,还能使企业通过提升策略提高自身的品牌价值,为品牌企业在市场中增强竞争力提供了坚实的基础。
[Abstract]:With the intensification of the fierce competition in the global economy, brand as a new form of competition and competition method began to be widely concerned by domestic and foreign enterprises. In today's economic society, the brand has developed by leaps and bounds. Become a kind of powerful competition weapon of the enterprise, and the size of the brand value also becomes one of the key factors that the enterprise wins in the competition, the effective promotion of the brand value, not only can make the enterprise in the competition in the long run, Because brand value is dependent on the existence of brand equity, brand equity is regarded as the basis of brand value research. The purpose of this paper is to analyze the influencing factors in the promotion of dairy brand value from the perspective of brand equity. In order to promote the brand value through the brand equity of the enterprise, and to provide effective and reasonable strategy for the promotion of dairy brand value, aiming at the characteristics of the research, This paper adopts qualitative method to analyze the research results of brand equity and brand value at home and abroad. First of all, according to the domestic and foreign mature brand value and brand equity measurement scale, the questionnaire is designed to obtain the primary data of the empirical research. According to the results of the research, this paper puts forward the corresponding strategy scheme of how to promote the brand value from the perspective of brand equity in dairy enterprises, using the statistical software of SPSS 22.0 to analyze the primary data and verify the theoretical hypothesis. Through specific measures to help enterprises find an effective way to promote. First, this paper focuses on the management of the enterprise's own brand assets, respectively from the brand awareness, loyalty, The four dimensions of image and perceived quality specifically discuss how to enhance the brand value of enterprises. Secondly, from the perspective of the macro market, to seek the promotion strategy of brand value, respectively from the brand strategy, Brand innovation and brand culture three aspects of specific measures to enhance brand value. This study follows the development of brand marketing economy, with a certain degree of innovation. First, through a systematic combing of brand value and brand equity related theory, To re-establish a more complete brand equity model, explore the relationship between brand equity and brand value and the degree of influence. Secondly, through empirical analysis to demonstrate the brand equity to maintain brand value, Brand equity is a necessary asset for brand enterprises, which can be used as a breakthrough point to study brand value promotion strategy, which can provide more effective for enterprises. At the same time, it also enables enterprises to improve their brand value through upgrading strategies, and provides a solid foundation for brand enterprises to enhance their competitiveness in the market.
【学位授予单位】：天津商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.82

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