基于全球化温州鞋业自主品牌认知度和形象创新战略研究
发布时间：2018-08-09 16:04
【摘要】： 本文在全球化的背景下,基于现有成果着重从品牌认知度和品牌形象的角度对温州鞋业的国际化经营进行定性和定量的分析研究。全文主要包括八个章节,可以分为四个大的部分: 第一部分即是本文第一章,主要介绍温州鞋业自主品牌发展背景和研究意义,并提出本文的研究思路、研究框架、研究方法、重难点和创新之处。 第二部分包括第二章至第四章。在对现有品牌研究成果的梳理的基础上分析了温州鞋业自主品牌国际化发展的现状和重要性,最后对温州鞋业自主品牌国际认知度和形象创新进行经济学分析,建立理论基础。 第三部分包括第五章到第七章,是实证部分。第五章利用结构方程模型对贝尔模型进行改良,定量分析温州鞋业国际品牌形象因素结构。第六章利用品牌认知图从性别、年龄和收入水平三个人口学变量的角度对温州鞋业自主品牌国际认知度进行了量化评测。在前两章的基础上,第七章温州鞋业国际品牌和国外同类产品品牌形象进行比较。 第四部分即第八章,是结论部分。研究结果表明,温州鞋业国际品牌形象由企业形象、消费者形象和产品形象三维结构构成,其国际认知度整体上还处于比较低的水平,不同性别、年龄段和收入水平的消费者对温州鞋业的品牌认知度不同,但总体上差异并不显著。与国外同类产品品牌形象相比,两者存在着显著差异。 在此基础上,本文提出了多样化国际品牌创新战略,并在此战略指导下从政府、行业协会和企业三方面提出相应的对策.
[Abstract]:Under the background of globalization, this paper focuses on the qualitative and quantitative analysis and research on the internationalization of Wenzhou shoe industry from the perspective of brand recognition and brand image based on the existing achievements. The full text includes eight chapters, which can be divided into four parts: the first part is the first chapter of this paper, mainly introduces the background and research significance of Wenzhou shoe industry independent brand development, and puts forward the research ideas of this paper. Research framework, research methods, important difficulties and innovations. The second part includes chapter two to chapter four. On the basis of combing the existing brand research results, this paper analyzes the status quo and importance of the internationalization development of Wenzhou shoe independent brand. Finally, it analyzes the international recognition and image innovation of Wenzhou shoe industry and establishes the theoretical basis. The third part includes the fifth chapter to the seventh chapter, is the empirical part. In the fifth chapter, we use the structural equation model to improve Bell's model and analyze the factor structure of Wenzhou shoe industry's international brand image. The sixth chapter uses brand cognition map to quantitatively evaluate the international recognition of Wenzhou shoe industry's independent brand from three demographic variables: gender, age and income level. On the basis of the first two chapters, the seventh chapter compares the international brand of Wenzhou shoe industry with that of similar products abroad. The fourth part, the eighth chapter, is the conclusion part. The results show that the international brand image of Wenzhou shoe industry is composed of enterprise image, consumer image and product image. Consumers of age and income level have different brand recognition of Wenzhou shoe industry, but the difference is not significant. Compared with the brand image of foreign similar products, there is a significant difference between the two. On this basis, this paper puts forward the diversification of international brand innovation strategy, and under the guidance of the strategy from the government, industry associations and enterprises three aspects of the corresponding countermeasures.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.86
本文编号：2174612
[Abstract]:Under the background of globalization, this paper focuses on the qualitative and quantitative analysis and research on the internationalization of Wenzhou shoe industry from the perspective of brand recognition and brand image based on the existing achievements. The full text includes eight chapters, which can be divided into four parts: the first part is the first chapter of this paper, mainly introduces the background and research significance of Wenzhou shoe industry independent brand development, and puts forward the research ideas of this paper. Research framework, research methods, important difficulties and innovations. The second part includes chapter two to chapter four. On the basis of combing the existing brand research results, this paper analyzes the status quo and importance of the internationalization development of Wenzhou shoe independent brand. Finally, it analyzes the international recognition and image innovation of Wenzhou shoe industry and establishes the theoretical basis. The third part includes the fifth chapter to the seventh chapter, is the empirical part. In the fifth chapter, we use the structural equation model to improve Bell's model and analyze the factor structure of Wenzhou shoe industry's international brand image. The sixth chapter uses brand cognition map to quantitatively evaluate the international recognition of Wenzhou shoe industry's independent brand from three demographic variables: gender, age and income level. On the basis of the first two chapters, the seventh chapter compares the international brand of Wenzhou shoe industry with that of similar products abroad. The fourth part, the eighth chapter, is the conclusion part. The results show that the international brand image of Wenzhou shoe industry is composed of enterprise image, consumer image and product image. Consumers of age and income level have different brand recognition of Wenzhou shoe industry, but the difference is not significant. Compared with the brand image of foreign similar products, there is a significant difference between the two. On this basis, this paper puts forward the diversification of international brand innovation strategy, and under the guidance of the strategy from the government, industry associations and enterprises three aspects of the corresponding countermeasures.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.86
【引证文献】
相关硕士学位论文 前3条
1 刘珂呈;湿地公园品牌认知、品牌形象与游客游后行为意向的关系研究[D];浙江大学;2012年
2 吴兆波;澳门消费者茶饮料品牌偏好研究[D];暨南大学;2010年
3 高洪祥;案例研究：广汽集团跨区域扩张战略[D];华南理工大学;2012年
，本文编号：2174612
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