瓶装水行业品牌价值与顾客忠诚关系的实证研究

发布时间：2018-08-25 13:03

【摘要】：随着我国经济及技术的快速发展,人们的收入水平以及整体生活质量得到进一步的改善。在此种情形下,我国瓶装水产品市场销售量和销售额也呈现增长趋势。然而,瓶装水行业市场增长快、利润高,吸引了本土和境外跨国企业纷纷加入到瓶装水行业中来,使得瓶装水行业竞争日益激烈。因此,瓶装水企业要想在激烈的竞争环境下赢得比其他竞争对手更高的市场份额,应该意识到加强自身品牌塑造,提高其品牌价值,让消费者在购买和饮用瓶装水过程中获得更多的生理和心理满足,进而让其忠诚于该品牌。同时,企业提升品牌价值的关键在于培养和维护一批忠诚的顾客。另外,瓶装水行业产品同质化程度高、品牌众多,消费者面临瓶装水价格变化时有多种品牌选择,属于价格敏感性较高的产品。受消费者自身消费经验、教育程度、收入水平以及产品特性等因素的影响,消费者对产品价格变化也会作出差异化的反应,即不同消费者的价格敏感性会有所不同,从而影响其对瓶装水品牌价值作出判断,最终影响顾客忠诚度。因此,本文以瓶装水行业的品牌价值为切入点,引入消费者的价格敏感性作为调节变量,寻求影响瓶装水行业顾客忠诚的原因,继而为瓶装水企业制定行之有效的营销策略提供一定的参考依据。本文在查阅大量国内外相关文献的基础上,首先,对品牌价值的含义、构成及测量工具进行梳理与分析,提炼出了瓶装水行业品牌价值的研究维度;其次,对价格敏感性和顾客忠诚以及品牌价值与顾客忠诚的关系研究进行综述,构建出以瓶装水行业品牌价值为自变量、以价格敏感性为调节变量的我国瓶装水行业顾客忠诚的研究模型;再次,根据理论分析提出本文的研究假设并借鉴国外学者的成熟量表设计出本次调查问卷;最后,利用spss17.0软件,对调研数据进行整理分析并对本文研究假设进行检验,根据检验结果为瓶装水企业提供一些营销建议。本文的研究结果表明:(1)瓶装水行业品牌价值各维度能够正向影响顾客的态度忠诚、行为忠诚;(2)价格敏感性对瓶装水行业品牌的情感价值、象征性价值与顾客的态度忠诚、行为忠诚之间均产生负向调节效应;(3)价格敏感性对瓶装水行业品牌的功能价值与顾客的态度忠诚、行为忠诚之间不产生负向调节效应。本文的研究结论能够为瓶装水企业提升顾客忠诚提供理论参考,并弥补了品牌价值、顾客忠诚、价格敏感性之间的关系在瓶装水行业中的研究不足。
[Abstract]:With the rapid development of economy and technology, people's income level and overall quality of life have been further improved. In this case, the market sales and sales of bottled water products in China also show an increasing trend. However, the rapid growth of bottled water market and high profits have attracted local and foreign multinational enterprises to join the bottled water industry, which makes the bottled water industry increasingly competitive. Therefore, in order to win a higher market share than other competitors in a competitive environment, bottled water enterprises should realize that they should strengthen their own brand building and enhance their brand value. Give consumers more physical and psychological satisfaction in the process of buying and drinking bottled water, and then make them loyal to the brand. At the same time, the key to enhance brand value is to cultivate and maintain a group of loyal customers. In addition, the bottled water industry product homogenization degree is high, the brand is numerous, the consumer faces the bottled water price change to have many brand choices, belongs to the price sensitivity high product. Affected by consumer's own consumption experience, educational level, income level and product characteristics, consumers will also react differently to the price changes of products, that is, different consumers will have different price sensitivities. It affects the value of bottled water brand and ultimately affects customer loyalty. Therefore, this paper takes the brand value of bottled water industry as the starting point, introduces the price sensitivity of consumers as a regulating variable, and looks for the reasons that affect the customer loyalty of bottled water industry. Then for bottled water enterprises to establish effective marketing strategies to provide a certain reference basis. On the basis of consulting a large number of domestic and foreign related literature, this paper firstly combs and analyzes the meaning, composition and measuring tools of brand value, and extracts the dimension of brand value of bottled water industry. This paper summarizes the relationship between price sensitivity and customer loyalty and the relationship between brand value and customer loyalty, and constructs an independent variable based on the brand value of bottled water industry. The research model of Chinese bottled water industry customer loyalty based on price sensitivity; thirdly, according to the theoretical analysis, this paper puts forward the research hypotheses and designs the questionnaire based on the mature scale of foreign scholars. Finally, By using spss17.0 software, the investigation data are analyzed and the hypotheses of this paper are tested. According to the test results, some marketing suggestions are provided for bottled water enterprises. The results show that: (1) each dimension of brand value of bottled water industry can positively affect customer's attitude loyalty, behavior loyalty, (2) price sensitivity to the emotional value of bottled water industry brand, symbolic value and customer's attitude loyalty. (3) Price sensitivity has negative adjustment effect on the functional value of bottled water industry brand and customer's attitude loyalty, but there is no negative adjustment effect between behavior loyalty. The conclusions of this paper can provide theoretical reference for bottled water enterprises to promote customer loyalty, and make up for the lack of research on the relationship among brand value, customer loyalty and price sensitivity in bottled water industry.
【学位授予单位】：甘肃政法学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274

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