店铺形象对顾客品牌认知度影响的实证研究

发布时间：2018-05-28 12:52

本文选题：店铺形象 + 品牌认知　；参考：《东北财经大学》2010年硕士论文

【摘要】：实践证明,顾客的品牌认知度的高低关系到企业对顾客的吸引、维系与保留,影响到企业的顾客竞争力。消费者的品牌认知度可以给企业一种强烈的信号,就是他或她将忠于该企业还是抛弃该企业,而顾客品牌认知度的复杂性决定了其一般不被轻易量化测量。尽管企业为提高顾客的品牌认知度采用了很多办法,各种形式的广告、花样翻新的促销手段,却收效甚微。广告的巨额费用极大降低了企业的利润空间,促销手段的同质化,对顾客的吸引力日渐消弱。随着顾客消费观念的变化和消费水平的提高,顾客的品牌认知度已经不仅仅取决于顾客对商品本身的认可以及对广告和企业促销的反应,价格、服务、便利性等因素也对顾客的品牌认知产生重要影响。国内外学者的研究表明,以上诸因素属于企业店铺形象的维度,基于此而产生了本文的店铺形象对顾客品牌认知度影响的实证研究。本文采用问卷调查法以及数据分析等方法对长沙四家百货商店进行了调查研究,利用SPSS16对所取得的调查数据进行描述性统计分析、项目分析、因子分析,回归分析,建立了店铺形象对顾客品牌认知度影响的模型。本文总共分为为五大部分,包括绪论、文献综述、研究设计、数据分析、结论和营销启示。本文首先对所研究的问题进行了阐述,在总结了前人研究成果的基础上提出了本文的研究模型,在实际中然后选取长沙四家百货商店——东方百联、新世界百货、平和堂、王府井作为目标调查商场,对光临这四家商场的顾客采用了随机抽样的方法进行问卷调查,并结合相关数据分析技术,研究了店铺形象和顾客品牌认知度之间的关系。本文认为：店铺形象整体对品牌认知有着显著地影响,细分各个变量可以发现：店铺形象中的商品因子、价格因子、服务因子是对品牌认知各个维度影响较大的三个因子,在本文的四组回归分析当中它们分别被引入了三次,说明这三类因子的作用较大,而氛围因子和便利性因子在本文的回归分析当中出现了两次,相比较前面的三类因子,作用弱于它们。本文的创新之处在于,以往对店铺形象的研究侧重于店铺形象维度的研究或者侧重于店铺形象对顾客忠诚和购买意向的研究,对品牌资产的另外一个重要方面——品牌认知度的影响研究则是比较少,本文的写作也正是基于此目的,期望从中发现发现两者之间的具体关系,丰富店铺形象和品牌认知度的研究。提出店铺形象对顾客品牌认知度作用机理的研究模型,在以往的研究中比较少见,并且选择百货商店进行实证研究,增强了文章的针对性和现实意义。
[Abstract]:Practice has proved that the level of customer brand awareness is related to the enterprise to attract, maintain and retain customers, and affect the customer competitiveness of enterprises. The consumer's brand awareness can give a strong signal that he or she will be loyal to the enterprise or abandon the enterprise, and the complexity of customer brand awareness determines that it is not easily quantified. Although the enterprise has adopted many methods to improve the customer's brand recognition, the various forms of advertisement, the promotion method of the pattern renovation, but has little effect. The huge cost of advertising greatly reduces the profit space of the enterprise, the homogeneity of the means of promotion, and the weakening of the attraction to the customers. With the change of customer's consumption concept and the improvement of consumption level, the customer's brand recognition is not only dependent on the customer's recognition of the goods itself and the reaction to advertising and enterprise promotion, price, service, etc. Convenience and other factors also have an important impact on the brand awareness of customers. The research of domestic and foreign scholars shows that the above factors belong to the dimension of the enterprise store image, based on which the empirical study on the influence of the store image on the customer brand recognition is made. In this paper, four department stores in Changsha were investigated by questionnaire survey and data analysis, and descriptive statistical analysis, item analysis, factor analysis and regression analysis were carried out with SPSS16. The model of the effect of store image on customer brand recognition is established. This paper is divided into five parts, including introduction, literature review, research design, data analysis, conclusions and marketing inspiration. In this paper, the research model is put forward on the basis of summarizing the previous research results. In practice, four department stores in Changsha-Dongfang Bailian, New World Department Store, Peace Hall, are selected. Wangfujing is the target of the shopping mall. The random sampling method is used to investigate the relationship between the store image and the brand recognition. This paper holds that the store image as a whole has a significant impact on brand cognition, and it can be found that the commodity factor, price factor and service factor in store image are the three factors that have great influence on the brand cognition. In the four groups of regression analysis in this paper, they were introduced three times respectively, which shows that these three kinds of factors play a more important role, while the atmosphere factor and convenience factor appear twice in the regression analysis in this paper, comparing the former three kinds of factors. The effect is weaker than theirs. The innovation of this paper lies in the fact that the previous researches on store image focused on the dimension of store image or on store image's loyalty to customers and purchase intention. There are few studies on the influence of brand recognition, another important aspect of brand equity, and the purpose of this paper is to find out the concrete relationship between them. Rich store image and brand awareness research. This paper puts forward a research model of the mechanism of store image on customer brand recognition, which is rare in the past, and chooses department store for empirical research, which enhances the pertinence and practical significance of the article.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274

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