基于奶制品行业的品牌延伸绩效影响结构模型与实证研究

发布时间：2018-07-28 15:57

【摘要】：当前,市场竞争促使品牌战略的重要性不断增加,国际市场的竞争已经演变成品牌之争。企业纷纷进行品牌延伸以强化自身品牌竞争优势,保持品牌长期活力。品牌延伸也已经成为学术界关注的一个重点。但是现有的研究很少讨论品牌延伸的绩效,很少对影响品牌延伸绩效的指标进行分析,对品牌延伸绩效的研究仍存在诸多问题。因此,研究品牌延伸绩效具有重要的理论意义和实践意义。本研究在综合前人研究成果的基础上,在中国的文化及消费背景下,以乳制品行业为目标研究对象,以Reddy的三要素研究模型为基础,引入一个新的自变量(信息因素)和调节变量(消费者因素)。研究通过大范围问卷调查的方式搜集数据,用皮尔森相关系数来检验模型的自变量和因变量之间的相关性,用M-WU检验和K-W检验来判别消费者各因素对其他各要素的重要性的认知是否存在显著性差异,通过判别分析来研究各变量对品牌延伸绩效贡献的大小最后得出研究结论。研究发现,因变量与各自变量间存在显著的相关关系,但是这种显著的相关关系并没有体现在四个自变量的所有维度和条目上,并且具有不同人口变量特征的消费者在各影响变量的认知上存在差异性。本研究还说明了各变量在品牌延伸绩效中的重要性各不相同。最后本研究从消费者人口统计特征角度对研究结果差异进行了相应阐述,并为企业营销实践提出了若干启示和建议。
[Abstract]:At present, market competition promotes the increasing importance of brand strategy, and international market competition has evolved into brand contention. Enterprises have to carry out brand extension to strengthen their own brand competitive advantage, to maintain the long-term vitality of the brand. Brand extension has also become a focus of academic attention. However, the existing research rarely discusses the performance of brand extension, rarely analyzes the indicators that affect brand extension performance, and there are still many problems in the research of brand extension performance. Therefore, the study of brand extension performance has important theoretical and practical significance. On the basis of synthesizing the previous research results and under the background of Chinese culture and consumption, this study takes the dairy industry as the target research object, and based on the three-factor research model of Reddy. Introduce a new independent variable (information factor) and adjustment variable (consumer factor). The study collected data through a large-scale questionnaire survey, and used Pearson correlation coefficient to test the correlation between independent variables and dependent variables of the model. M-WU test and K-W test are used to judge whether there is significant difference in the importance of other factors to consumers. Finally, the conclusion is drawn by discriminant analysis to study the contribution of each variable to brand extension performance. The study found that there was a significant correlation between dependent variables and independent variables, but this significant correlation was not reflected in all dimensions and items of the four independent variables. Moreover, consumers with different demographic variables are different in their cognition. This study also shows that the importance of each variable in brand extension performance is different. In the end, the paper expounds the difference of the research results from the perspective of consumer demographics, and puts forward some enlightenment and suggestions for the enterprise marketing practice.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.82;F224

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