基于消费者认知的OEM企业自主品牌认同度研究

发布时间：2018-04-05 13:04

本文选题：代工企业　切入点：自主品牌　出处：《深圳大学》2017年硕士论文

【摘要】：OEM(Original Equipment Manufacturer),俗称代工(生产),是自改革开放以来,我国制造型企业的主要生产模式,这种生产模式导致代工企业对跨国公司依赖性强,产品附加值、利润低,企业竞争力弱。目前,越来越多的代工企业意识到建立和发展自主品牌的重要性,并逐步建立了自主品牌。然而,在营销实务中,代工企业的自主品牌与其代工品牌之间还存在很大差距。代工企业如何引导消费者选择自己的品牌,如何提高消费者的对自主品牌的认同度?消费者的品牌价值认知是否会影响其对自主品牌的认同度,哪一方面的因素对品牌认同度的影响更大,是本文的研究方向。本文通过查阅关于代工企业转型升级、品牌价值认知、品牌态度、品牌认同度等理论知识,并以代工企业为背景,将本文所要研究的品牌价值认知与品牌态度、品牌认同度联系起来,建立了代工企业自主品牌认同度概念模型。并以“安踏”和“耐克”品牌为调研样本,以问卷调查的方式获取第一手资料,在回收的250份问卷的基础上进行数据分析,探究消费者对于OEM企业自主品牌与代工品牌的认同度差异点,为代工企业提高消费者对自主品牌的认同度提供建议。
[Abstract]:OEM(Original Equipment manufacture, commonly known as contract manufacture, is the main production mode of manufacturing enterprises in China since the reform and opening up. This mode of production leads to strong dependence on multinational companies, high value-added products, low profit and weak competitiveness of enterprises.At present, more and more contract enterprises realize the importance of establishing and developing independent brands, and gradually establish independent brands.However, in marketing practice, there is still a big gap between the independent brand and the contract brand.How to guide the consumers to choose their own brands and how to improve the consumers' recognition of their own brands?The research direction of this paper is whether the consumer's brand value cognition will affect the recognition degree of the independent brand and which factor has a greater influence on the brand identity degree.Through consulting the theoretical knowledge about the transformation and upgrading of contract enterprises, brand value cognition, brand attitude, brand identity degree and so on, and taking the contract enterprise as the background, this article will study the brand value cognition and brand attitude.The concept model of independent brand identity of contract manufacturing enterprises is established.And "Anta" and "Nike" brand as research samples, with the method of questionnaire survey to obtain first-hand information, on the basis of 250 questionnaires collected to carry out data analysis,This paper probes into the difference of the consumer's identity degree between the independent brand of OEM enterprise and the brand of contract industry, and provides suggestions for the contract industry enterprise to improve the identity degree of the consumer to the independent brand.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F425;F273.2

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