零售商商店形象、广告投入与自有品牌溢价支付意愿的关系研究

发布时间：2018-03-20 16:40

  本文选题：自有品牌　切入点：商店形象　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着零售业态的不断变革,发展自有品牌越来越成为零售商差异化竞争、提升对制造商议价能力的重要战略之一。为了塑造更好地企业形象、吸引高端客户和提高利润,零售商自有品牌定位逐渐从传统的低质低价向开发高端型自有品牌转型,如沃尔玛的Sam's Choice,屈臣氏的Watsons Water系列等。高端型自有品牌质量精良,定价也趋同甚至高于主流制造商品牌,但是由于我国自有品牌尤其是高端型自有品牌的发展具有起步晚、发展慢的特点,很多消费者对自有品牌的认知尚且停留在低质低价的状态。如何通过营销策略提升高端型自有品牌产品的感知质量,感知质量的提高能否增强消费者为高端型自有品牌溢价支付的意愿,是自有品牌发展的关键问题,具有非常重要的研究意义和现实意义。本文在文献回顾和理论推导的基础上,以零售商商店形象和广告投入为自变量,自有品牌-制造商品牌感知质量差距为中介变量,消费者自有品牌溢价支付意愿为因变量,消费者自有品牌产品知识为调节变量构建理论模型,借鉴国内外成熟量表进行问卷设计,通过线上和线下的问卷发放共获得有效问卷209份。实证检验的结果表明,商店形象和广告投入二者都会负向影响自有品牌-制制造商感知质量差距,且二者存在交互作用,感知质量差距会负向影响消费者溢价支付意愿,产品知识对前者的关系具有负向调节作用。在此基础之上,我们为零售商自有品牌的发展战略提出了相应的研究建议,并反思了本研究的不足之处,为未来研究提供了一些思路和展望。
[Abstract]:With the constant change of retail business, the development of private brand has become one of the most important strategies for retailers to compete differently and enhance the bargaining power of manufacturers. In order to create a better corporate image, attract high-end customers and increase profits, The positioning of retailer's own brand is gradually changing from the traditional low quality and low price to the development of high-end own brand, such as Wal-Mart 's Sam's Choice, Watsons' Watsons Water series and so on. Pricing tends to be even higher than mainstream manufacturer brands. However, the development of private brands in China, especially high-end brands, has the characteristics of late start and slow development. Many consumers' cognition of their own brand is still in the state of low quality and low price. How to improve the perceived quality of high-end private brand products through marketing strategy, Whether the improvement of perceived quality can enhance consumers' willingness to pay premium for high-end private brands is a key issue in the development of private brands, which is of great significance and practical significance. Taking the retail store image and advertising investment as independent variables, the perceived quality gap between private brand and manufacturer brand as the intermediary variable, the consumer's willingness to pay the premium of its own brand as the dependent variable. The consumer's knowledge of owner-brand products is used as a regulating variable to construct a theoretical model. The questionnaire is designed by using domestic and foreign mature scales for reference. 209 valid questionnaires are obtained through online and offline questionnaire distribution. The empirical results show that 209 questionnaires are valid. Both store image and advertising investment will negatively affect the perceived quality gap between the private brand and manufacturer, and the perceived quality gap will negatively affect the willingness of consumers to pay at a premium, and the perceived quality gap will negatively affect the consumer's willingness to pay at a premium. Product knowledge has a negative effect on the relationship of the former. On this basis, we put forward the corresponding research suggestions for the development strategy of retailers' own brand, and reflect on the shortcomings of this study. It provides some ideas and prospects for future research.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.2;F713.8;F273.2;F713.55
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本文编号：1639943