工业品品牌资产构建途径的实证研究

发布时间：2018-01-06 08:27

本文关键词：工业品品牌资产构建途径的实证研究　出处：《南京航空航天大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化的进程加快,商品交易中专业化和创新性水平越来越高,国家间的品牌竞争越来越激烈,品牌和品牌管理的研究领域不仅仅停留在消费品市场,工业品牌作为工业发展的重要动力已经引起了国内外学术界的关注。但很少有学者将这一问题在中国情景下进行研究,探究其原因主要是长期受我国经济体制的影响和束缚。但是与消费者市场类似,品牌资产在工业市场中也是一个关键性的竞争驱动力。本文通过研读工业品牌相关的文献发现,关于工业品牌的探索性的研究已经非常多,但是在中国背景下,关于工业品牌的研究学术界还未开发出一个动态的综合性的模型。20世纪开始,营销学术界纷纷从不同的角度对工业品牌展开研究,在一定程度上取得了比较系统、比较丰富的研究成果。与消费者市场类似,品牌资产在工业市场中也是一个关键性的竞争驱动力。工业购买者愿意支付更高的价格来购买品牌价值相对较强的产品。而且,研究得出品牌资产是买卖双方建立关系的一个基本因素。如何通过控制和管理营销组合活动,来提升中国工业品牌的市场竞争力,本研究具有很重要的实践意义。它能帮助工业企业更好理解哪些市场营销组合因素有利于建立品牌资产的维度,有助于提高公司的市场竞争力进而增加企业财务绩效。因此,要研究工业品牌的构建,首先必须要有一个基础性的概念模型,这个模型要比一直用于消费者市场的更加广泛。其次,这个模型必须能够将工业品与消费品区别开。这个结构关系模型在消费者市场中已经得到了充分的应用,从这些模型中我们得到的理论知识有助于我们理解在生产者市场中,品牌资产是如何让发展和如何影响工业企业市场绩效的。并且笔者在此模型中添加了一些创新性的因素即工业品市场的独特性,最后运用实证研究方法,对模型中的相关关系进行验证。本文的主要结论:渠道绩效、感知价值、促销和支持服务等核心要素都可以直接或间接对品牌资产维度产生影响。总体而言,品牌意识/联想受促销活动的影响最大,感知质量的提升主要受支持服务的影响,支持服务对品牌忠诚同样发挥不可低估的作用。在工业品牌资产的构建过程中,相对于营销组合中的其他因素,感知价值的影响作用相对较小。工业品品牌资产主要由三个维度构成,模型假设的三个因果路径,从品牌意识/品牌形象到感知质量,从感知质量到品牌忠诚,从品牌意识到品牌忠诚得到验证。同时,三个维度品牌意识/联想、感知质量和品牌忠诚能显著正向影响工业品品牌资产。但是,感知质量与品牌意识/联想对工业品牌资产的影响作用要弱于品牌忠诚对工业品牌资产的影响作用。本文中对工业品牌资产的前因变量和结果变量进行研究,本文选取的四个重要的营销组合因素都能显著的影响工业品牌资产,其中支持服务的影响作用最大。
[Abstract]:With the accelerating process of economic globalization, trade specialization and innovation level more and more high, national brand competition more and more intense, research in the field of brand and brand management not only in the consumer market, industrial brand as an important driving force for industrial development at home and abroad has aroused the attention of academic circles. But there are few scholars will study this problem in the China situation, explore the main reason is the long-term impact of China's economic system and constraints. But similar to the consumer market, brand equity in the industrial market is also a key competitive force. This paper through the study of brand related industry, exploratory study about industrial brand has been very much, but in China background, the academic research on industrial brand has not yet developed a comprehensive dynamic model of the.20 world Ji, marketing academics from different perspectives on industrial brand research, made a comparison of the system to a certain extent, abundant research achievements. Similar to the consumer market, brand equity in the industrial market is also a key competitive force. Industrial buyers are willing to pay a higher price to buy the brand the value of the products is relatively strong. Moreover, research that brand equity is a basic factor for the establishment of business relations. How to control and manage the marketing activities, to enhance the market competitiveness of the brand China industry, it has very important practical significance of the research. It can help industrial enterprises to better understand which factors conducive to the marketing mix the establishment of brand equity dimensions, help to improve the company's market competitiveness and increase enterprise financial performance. Therefore, to the construction of the industrial brand, First, there must be a fundamental conceptual model, this model has been used to than the consumer market is more extensive. Secondly, the model must be able to distinguish between industrial products and consumer goods. This relationship model has been fully applied in the consumer market, the theory of knowledge obtained from these models in the US help us understand the producers in the market, the brand assets is how to make the development of industrial enterprises and how to affect the market performance. And the author of this model adds some innovative factors which is unique industrial market. Finally, using empirical research methods to verify the correlation model. The main conclusions of this paper. Channel performance, perceived value, core elements of promotion and support services can directly or indirectly affect brand equity dimensions. Overall, brand awareness / Lenovo Influence of promotional activities, influence perceived quality is mainly affected by the support services, support services also play an important role in brand loyalty. In the construction process of industrial brand equity, compared with other factors in the marketing mix, the effect of perceived value is relatively small. Industrial brand assets mainly by three in three dimensions, a causal path model hypothesis, from brand awareness / brand image and perceived quality, perceived quality and brand loyalty from, from brand awareness to brand loyalty is verified. At the same time, the association of the three dimensions of brand awareness, perceived quality and brand loyalty can positively affect industrial brand assets. However, perception quality and brand awareness / Lenovo effect on industrial brand equity is weaker than the brand loyalty influence on industrial brand equity. The antecedents of brand equity in the industry Variables and result variables are studied. Four important marketing mix factors can significantly affect industrial brand equity, and support services play the most important role.

【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F424

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