基于Yoo模型的轿车品牌资产研究

发布时间：2018-01-25 01:48

本文关键词： 营销组合策略定价广告投入品牌资产感知质量品牌忠诚品牌意识/联想　出处：《南京财经大学》2008年硕士论文　论文类型：学位论文

【摘要】： 品牌资产是20世纪90年代才兴起的品牌管理内容,对于企业管理者而言,他们非常关注如何经营或建设品牌资产,而品牌资产的经营或建设遵循其固有逻辑。从国内外文献研究来看,品牌资产的源头在于企业营销活动,企业营销策略是促成品牌资产的前提。品牌资产和营销组合策略之间的关系已经成为品牌资产研究的重要内容。对于品牌资产的理论研究和实证研究,都比较重视全面性和普遍性,却忽略了不同行业品牌资产存在的差异性。随着汽车工业对我国GDP贡献比重的不断增加,人们对汽车产业的重视程度越来越高。以前实证研究的行业多为一般消费品生产行业,而较少涉及轿车这种大额实物产品的品牌资产研究,现在将以前的研究结论应用于轿车行业时,并不一定完全适用,还需要做许多的调整。可见,对于从消费者角度出发的轿车品牌资产研究具有重要性和必要性。本文在文献综述的基础上,根据Yoo(2000)模型,通过分别对高、中、低三个轿车品牌档次样本的研究,笔者探讨了营销组合策略是如何对品牌资产维度产生影响,进而作用于品牌资产的内部机理。本研究通过消费者访谈分析,选取定价和广告投入作为构建本研究模型的两个营销组合策略,并提出它们对轿车品牌资产及其维度影响的九个研究假设,接着经过问卷调研,笔者使用了相关和回归分析的统计方法,验证假设并总结出定价和广告投入在不同轿车品牌档次中的运用对其的品牌资产维度产生的影响程度的差异。研究表明轿车制造商和经销商在进行定价和广告决策时,需要考虑品牌档次的针对性问题,两者的合理运用,对于增强轿车的品牌资产有至关重要的作用。
[Abstract]:Brand equity is the content of brand management that arose in 1990s. For enterprise managers, they are very concerned about how to manage or build brand assets. The management or construction of brand equity follows its inherent logic. From the domestic and foreign literature research, the source of brand equity lies in the enterprise marketing activities. Enterprise marketing strategy is the premise to promote brand equity. The relationship between brand equity and marketing portfolio strategy has become an important part of brand equity research. The theoretical and empirical research on brand equity. Both pay more attention to comprehensiveness and universality, but ignore the differences of brand equity in different industries. With the increasing contribution of automobile industry to GDP in China. People pay more and more attention to the automobile industry. Most of the former empirical research industry is the industry of general consumer goods production, but less involved in the research of brand equity of large physical products such as cars. Now the application of previous research conclusions in the car industry, not necessarily fully applicable, but also need to do a lot of adjustments. It is important and necessary for the study of car brand equity from the perspective of consumers. On the basis of literature review, according to Yooqi 2000) model, this paper studies the samples of high, middle and low car brands. The author discusses how the marketing mix strategy has an impact on the dimension of brand equity and then affects the internal mechanism of brand equity. This paper selects pricing and advertising investment as two marketing combination strategies to construct this research model, and puts forward nine research hypotheses of their impact on car brand equity and its dimensions, and then through a questionnaire survey. The author used the statistical methods of correlation and regression analysis. Verify the hypothesis and sum up the differences in the influence of pricing and advertising investment on the dimension of brand equity of different car brands. The research shows that car manufacturers and dealers are making pricing and advertising decisions. Time. It is necessary to consider the pertinence of brand grade. The rational use of both plays an important role in enhancing the brand equity of cars.
【学位授予单位】：南京财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F407.471;F224

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