功能性饮料品牌资产研究

发布时间：2018-04-09 04:26

本文选题：消费者　切入点：功能性饮料　出处：《西南财经大学》2008年硕士论文

【摘要】：随着我国经济的持续高速发展,国民越来越重视自己和家人的身体健康,于是具有科学调整营养成分的功能性饮料应运而生。眼下全球饮料年总产量超过3000亿升,功能性饮料已经真正突现为增长速度最快的饮料品种。鉴于成都地区功能性饮料市场激烈地竞争现的状况,本文旨在研究成都地区饮料市场上9个主要功能性饮料品牌的品牌资产状况。在总结了国内外各种对品牌资产研究方法的基础上,本文选择了从品牌与消费者的关系这一角度入手对品牌资产进行研究。品牌资产是一个多元化的现代营销概念,可以从诸如财务数据、市场竞争力、消费者关系等多角度来诠释。国内企业在评估品牌资产时,往往仅偏重财务角度,特别是是关注于品牌的销售收入,而对消费者的影响作用重视度不足。然而,品牌之所以有价值,恰恰是因为品牌对消费者有价值。国际现代品牌理论也特别强调,品牌是一个以消费者为中心的概念,一个品牌如果没有给消费者带来功能和情感等方面的利益,品牌就没有价值可言。一个品牌之所以能够强大是因为它与消费者之间的良好关系,才能不断地为企业带来利润,这也是能从财务角度评估品牌资产的基础。因此,本文从品牌与消费者之间的关系这一角度进行品牌资产的研究。本文在总结了各种基于消费者的品牌资产评估方法和模型之后,运用了国际市场调研集团(RI)的品牌资产引擎模型,并在模型框架的基础上,综合考虑了功能性饮料产品的自身特点,建立了评估功能性饮料品牌资产的品牌资产引擎模型;并运用该模型对成都地区9个主要的功能性饮料品牌资产进行了评估。本文主要分为六章,第一章“绪论”。为问题提出与文献综述部分,主要包括研究意义和目的以及研究思路。第二章“品牌资产极其评估方法”。主要是对品牌资产模型与方法进行全面的比较研究,对国内外学者和机构提出的品牌资产评估方法进行分类总结,并深入分析各种方法的优缺点,从而选择一个最适合的基于消费者的品牌资产评估方法——品牌资产引擎模型。第三章“品牌与消费者之间的关系研究”。对品牌与消费者关系进行分析,主要研究消费者品牌态度形成过程和消费者品牌选择过程。第四章“功能性饮料品牌资产构成因素分析”。对功能性品牌资产指标体系的研究,构建评估功能性饮料品牌资产的功能性饮料品牌资产引擎模型,利用层次分析法,确定品牌资产引擎模型的权重,并进一步确定各指标对功能性饮料品牌资产的贡献,从而找到消费者感知的品牌资产真正的驱动因素。第五章“成都地区功能性饮料品牌资产实证研究”。对成都功能性饮料市场各品牌进行实证分析,研究各功能性饮料品牌资产的状况。第六章提出对饮料制品公司的品牌管理和营销建议。
[Abstract]:With the sustained and rapid economic development of our country, people pay more and more attention to the health of themselves and their families.At present, the global total annual production of beverages more than 300 billion liters, functional drinks have really emerged as the fastest growing beverage varieties.In view of the fierce competition in the functional beverage market in Chengdu, this paper aims to study the brand equity of 9 major functional beverage brands in the beverage market in Chengdu.On the basis of summarizing the research methods of brand equity at home and abroad, this paper chooses to study brand equity from the perspective of the relationship between brand and consumers.Brand equity is a diversified modern marketing concept, which can be interpreted from a variety of perspectives, such as financial data, market competitiveness, consumer relations, and so on.When domestic enterprises evaluate brand equity, they tend to focus only on the financial angle, especially on the sales income of the brand, while the influence on consumers is not paid enough attention to.However, the brand is valuable precisely because the brand is valuable to consumers.International modern brand theory also emphasizes that brand is a consumer-centered concept. If a brand does not bring consumers the benefits of function and emotion, the brand has no value to speak of.A brand can be strong because of its good relationship with consumers, which can constantly bring profit to the enterprise, which is also the basis of evaluating brand equity from the financial point of view.Therefore, this paper studies brand equity from the perspective of the relationship between brand and consumers.After summing up various methods and models of brand equity evaluation based on consumers, this paper uses the brand equity engine model of international market research group ri, and based on the framework of the model,Considering the characteristics of functional beverage products, a brand equity engine model for evaluating functional beverage brand equity is established, and nine main functional beverage brand assets in Chengdu area are evaluated by this model.This paper is divided into six chapters, the first chapter is introduction.Put forward for the problem and literature review part, including the significance and purpose of the research and research ideas.The second chapter is "Brand equity and its evaluation method".It mainly makes a comprehensive comparative study on brand equity models and methods, classifies and summarizes the brand equity evaluation methods proposed by scholars and institutions at home and abroad, and analyzes the advantages and disadvantages of various methods.Thus, we choose the most suitable brand equity evaluation method based on consumer-brand equity engine model.The third chapter is about the relationship between brand and consumer.This paper analyzes the relationship between brand and consumer, mainly studies the forming process of consumer brand attitude and the process of consumer brand selection.Chapter four: analysis of the factors of Brand assets of functional Beverage.This paper studies the index system of functional brand equity, constructs the functional beverage brand equity engine model to evaluate the functional beverage brand equity, and determines the weight of the brand equity engine model by using the Analytic hierarchy process (AHP).Furthermore, the contribution of each index to brand equity of functional beverage is determined to find out the real driving factors of brand equity perceived by consumers.Chapter five: an empirical study on Brand Capital of functional Beverage in Chengdu area.This paper makes an empirical analysis of each brand in Chengdu functional beverage market, and studies the status of each functional beverage brand asset.The sixth chapter puts forward the brand management and marketing suggestion to the beverage products company.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.82

【引证文献】