基于消费者的品牌形象构建研究
发布时间：2019-04-26 22:25
【摘要】： 二十一世纪的市场竞争主要是品牌的竞争,而品牌背后的竞争是品牌形象的竞争。品牌形象建设是增强消费者对品牌的满意度和忠诚度,提升品牌资产价值的前提和基础,是品牌资产的驱动要素。在品牌形象建设过程中,需要考虑到消费者这一变量,一个得不到消费者认同的品牌是不可能在消费者心目中留有深刻印象,更不可能继续存活在市场中,而且随着企业间竞争的加剧和全球化的迅猛发展,消费者的角色发生了重大变化,从以前纯粹的被动接受者转为现在企业的合作者和价值的缔造者,也就是说消费者的地位正变得比任何时候都重要。所以,本文将选择消费者的角度对品牌形象进行研究。 本文从品牌、品牌形象的基础理论出发,通过对国内外相关理论研究成果的比较、梳理,从理论上确立了品牌、品牌形象的内涵。从品牌构成角度出发,以消费者作为变量,提出了基于消费者的品牌形象构建模型及假设。针对假设问题,运用李克特五级量表法设计出调查问卷,并通过抽样调查对兰州市消费者进行问卷调查,经过对问卷的收回与整理,运用统计分析软件SPSS13.0进行数据分析与处理,证明假设的真实性、可靠性、普遍性,并依据结果进行模型检验。最后指出本项研究的创新点、难点以及未来研究方向,以期为企业进行品牌形象塑造提供参考依据。
[Abstract]:The market competition in the 21 century is mainly the competition of the brand, and the competition behind the brand is the competition of the brand image. The construction of brand image is the premise and foundation of enhancing consumer's satisfaction and loyalty to brand and promoting the value of brand equity, and is the driving factor of brand equity. In the process of brand image construction, it is necessary to take into account the variable of consumer. A brand that is not recognized by consumers is impossible to be impressed in consumers' minds, let alone to survive in the market. And with the intensification of competition among enterprises and the rapid development of globalization, the role of consumers has changed greatly, from a purely passive recipient to a cooperator and value creator of today's enterprises. In other words, the status of consumers is becoming more important than ever. Therefore, this paper will choose the perspective of consumers to study the brand image. Starting from the basic theory of brand and brand image, by comparing and combing the related theoretical research results at home and abroad, this paper establishes the connotation of brand and brand image in theory. From the point of view of brand composition, this paper puts forward the model and hypothesis of brand image construction based on consumers. In order to solve the hypothetical problem, a questionnaire was designed by using the Likert five-level scale method, and a sample survey was conducted to investigate the consumers in Lanzhou, and the questionnaire was collected and sorted out through the collection and arrangement of the questionnaire. The statistical analysis software SPSS13.0 is used to analyze and process the data to prove the authenticity, reliability and universality of the hypothesis, and to test the model according to the results. Finally, the paper points out the innovation, difficulty and future research direction of this research, in order to provide reference basis for enterprises to build brand image.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
本文编号：2466443
[Abstract]:The market competition in the 21 century is mainly the competition of the brand, and the competition behind the brand is the competition of the brand image. The construction of brand image is the premise and foundation of enhancing consumer's satisfaction and loyalty to brand and promoting the value of brand equity, and is the driving factor of brand equity. In the process of brand image construction, it is necessary to take into account the variable of consumer. A brand that is not recognized by consumers is impossible to be impressed in consumers' minds, let alone to survive in the market. And with the intensification of competition among enterprises and the rapid development of globalization, the role of consumers has changed greatly, from a purely passive recipient to a cooperator and value creator of today's enterprises. In other words, the status of consumers is becoming more important than ever. Therefore, this paper will choose the perspective of consumers to study the brand image. Starting from the basic theory of brand and brand image, by comparing and combing the related theoretical research results at home and abroad, this paper establishes the connotation of brand and brand image in theory. From the point of view of brand composition, this paper puts forward the model and hypothesis of brand image construction based on consumers. In order to solve the hypothetical problem, a questionnaire was designed by using the Likert five-level scale method, and a sample survey was conducted to investigate the consumers in Lanzhou, and the questionnaire was collected and sorted out through the collection and arrangement of the questionnaire. The statistical analysis software SPSS13.0 is used to analyze and process the data to prove the authenticity, reliability and universality of the hypothesis, and to test the model according to the results. Finally, the paper points out the innovation, difficulty and future research direction of this research, in order to provide reference basis for enterprises to build brand image.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
【引证文献】
相关期刊论文 前1条
1 白晓玉;;产品召回对品牌形象的影响研究——以我国轿车产品为例[J];中国市场;2011年23期
相关硕士学位论文 前6条
1 宿鲁杰;基于消费者感知的运动服装品牌形象模型的研究[D];浙江理工大学;2010年
2 魏媛;上海地区中式服装品牌形象模型构建及对比研究[D];东华大学;2009年
3 阮彩霞;品牌童装风格形象认同度研究[D];东华大学;2010年
4 韩璐;广告艺术化对品牌价值提升的意义[D];吉林大学;2011年
5 周明;中国互联网企业品牌延伸、消费者评价与品牌形象的关系研究[D];浙江大学;2012年
6 王鹏;李宁品牌形象对大学生购买行为倾向影响的实证研究[D];福建师范大学;2012年
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