顾客体验对轿车品牌资产的影响研究
发布时间：2018-07-31 09:12
【摘要】： 体验经济的兴起带动营销模式的变革,顾客体验越来越成为企业获得竞争优势的新武器。随着轿车市场的竞争日趋同质化,品牌对轿车企业显得至关重要。消费者在消费前、消费中和消费后的体验成为品牌经营的关键。 本文以我国中级轿车市场为对象来研究轿车市场顾客体验的影响因素及对轿车品牌资产的影响。通过对顾客体验、品牌资产、顾客体验对品牌资产的影响等国内外文献的回顾,结合市场调查和深度访谈,基于轿车市场的特点,提出轿车市场顾客体验的影响因素及对轿车品牌资产影响的整体概念模型,并开展了实证研究。本文采用问卷调查法,以随机抽样的方式进行探测性研究和正式研究的数据收集,运用SPSS15.0和AMOS7.0统计软件进行数据分析。 通过研究,本文得出以下主要结论: 1.轿车市场顾客体验主要包括感知体验、情感体验和社会体验。感知体验对情感体验具有正向影响,情感体验对社会体验产生正向影响。影响轿车市场顾客体验的因素主要有产品因素、信誉因素、传播因素、服务因素,其中,传播因素对顾客体验的影响作用最大。 2.轿车品牌资产包含两个维度,即:轿车品牌认知、轿车品牌形象与关系,这两个维度均对轿车品牌资产具有显著的正向影响,其中品牌形象与关系维度的影响作用较大。品牌认知对品牌形象与关系具有正向影响。 3.在顾客体验对轿车品牌资产及其维度的影响中,顾客的情感体验对轿车品牌认知具有显著正向影响,顾客的感知体验、顾客的社会体验对轿车品牌认知维度和轿车品牌形象与关系维度均具有显著正向影响。顾客的感知体验、情感体验和社会体验通过轿车品牌资产的维度间接正向影响轿车品牌资产。相对情感体验,顾客的感知体验和社会体验对轿车品牌资产及其维度具有较大的正向影响。 此外,本文还以正式研究的数据为基础,就人口统计变量对顾客体验、品牌资产及其维度的影响进行了数据分析。 此研究不仅丰富了顾客体验和品牌资产理论,而且对轿车企业的经营管理实践具有巨大的指导意义。
[Abstract]:The rise of experience economy drives the reform of marketing mode, and customer experience is becoming a new weapon for enterprises to gain competitive advantage. With the increasing homogeneity of the competition in the car market, the brand is very important to the car enterprises. Before consumers consume, the experience after consumption and consumption becomes the key of brand management. This paper studies the influencing factors of the customer experience and the influence on the brand equity of the middle class car market in China. Based on the review of domestic and international literature on customer experience, brand equity and the influence of customer experience on brand equity, combined with market research and in-depth interviews, based on the characteristics of the car market, This paper puts forward the overall conceptual model of the influence factors of the customer experience and the influence on the car brand equity in the car market, and carries out an empirical study. In this paper, a questionnaire survey is used to collect the data of exploratory research and formal research by random sampling, and the data analysis is carried out by SPSS15.0 and AMOS7.0 statistical software. The main conclusions are as follows: 1. Car market customer experience mainly includes perceptual experience, emotional experience and social experience. Perceptual experience has positive influence on emotional experience and emotional experience has positive influence on social experience. The main factors influencing customer experience in car market are product factor, credit factor, communication factor and service factor, among which, communication factor has the most influence on customer experience. 2. Car brand equity includes two dimensions, that is, car brand cognition, car brand image and relationship, these two dimensions have a significant positive impact on car brand equity, among which the impact of brand image and relationship dimension is significant. Brand cognition has a positive impact on brand image and relationship. 3. In the impact of customer experience on car brand equity and its dimensions, customer emotional experience has a significant positive impact on car brand cognition. The customer's social experience has significant positive influence on the cognition dimension of car brand and the dimension of brand image and relationship. The perceived experience, emotional experience and social experience of customers influence car brand equity indirectly through the dimension of car brand equity. Relative emotional experience, customer perception experience and social experience have a greater positive impact on car brand equity and its dimensions. In addition, based on the data of formal research, this paper analyzes the impact of demographic variables on customer experience, brand equity and its dimensions. This research not only enriches the customer experience and brand equity theory, but also has great guiding significance to the practice of car business management.
【学位授予单位】：暨南大学
【学位级别】：博士
【学位授予年份】：2009
【分类号】：F274;F426.471
本文编号：2155115
[Abstract]:The rise of experience economy drives the reform of marketing mode, and customer experience is becoming a new weapon for enterprises to gain competitive advantage. With the increasing homogeneity of the competition in the car market, the brand is very important to the car enterprises. Before consumers consume, the experience after consumption and consumption becomes the key of brand management. This paper studies the influencing factors of the customer experience and the influence on the brand equity of the middle class car market in China. Based on the review of domestic and international literature on customer experience, brand equity and the influence of customer experience on brand equity, combined with market research and in-depth interviews, based on the characteristics of the car market, This paper puts forward the overall conceptual model of the influence factors of the customer experience and the influence on the car brand equity in the car market, and carries out an empirical study. In this paper, a questionnaire survey is used to collect the data of exploratory research and formal research by random sampling, and the data analysis is carried out by SPSS15.0 and AMOS7.0 statistical software. The main conclusions are as follows: 1. Car market customer experience mainly includes perceptual experience, emotional experience and social experience. Perceptual experience has positive influence on emotional experience and emotional experience has positive influence on social experience. The main factors influencing customer experience in car market are product factor, credit factor, communication factor and service factor, among which, communication factor has the most influence on customer experience. 2. Car brand equity includes two dimensions, that is, car brand cognition, car brand image and relationship, these two dimensions have a significant positive impact on car brand equity, among which the impact of brand image and relationship dimension is significant. Brand cognition has a positive impact on brand image and relationship. 3. In the impact of customer experience on car brand equity and its dimensions, customer emotional experience has a significant positive impact on car brand cognition. The customer's social experience has significant positive influence on the cognition dimension of car brand and the dimension of brand image and relationship. The perceived experience, emotional experience and social experience of customers influence car brand equity indirectly through the dimension of car brand equity. Relative emotional experience, customer perception experience and social experience have a greater positive impact on car brand equity and its dimensions. In addition, based on the data of formal research, this paper analyzes the impact of demographic variables on customer experience, brand equity and its dimensions. This research not only enriches the customer experience and brand equity theory, but also has great guiding significance to the practice of car business management.
【学位授予单位】：暨南大学
【学位级别】：博士
【学位授予年份】：2009
【分类号】：F274;F426.471
【引证文献】
相关硕士学位论文 前7条
1 卢凤霞;顾客体验对家具品牌形象及品牌忠诚的影响研究[D];江西财经大学;2010年
2 戴洪萍;企业消费者责任、品牌声誉与企业的品牌资产关系研究[D];江西财经大学;2010年
3 崔嘉深;基于顾客参与和体验的服务型制造混合供应链上顾客价值传递机制研究[D];上海交通大学;2011年
4 吴秋蓉;消费体验对零售商品牌资产影响的实证研究[D];暨南大学;2011年
5 蒋雨薇;顾客参与对品牌关系质量的影响机制研究[D];华南理工大学;2011年
6 罗巍;云南非物质文化遗产的品牌资产计量模型研究[D];云南财经大学;2011年
7 李煈;基于顾客体验视角的虚拟社区品牌忠诚研究[D];上海交通大学;2011年
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