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湘潭大学硕士学位论文企业品牌形象塑造研究姓名:李小军申请学位级别:硕士专业:产业经济学指导教师:任天飞20060501I2050IIABSTRACTSinceitsconceptwasputforwardbyDavidOgilvyinthe1950s,brandimagehasbecomethefocusofthemarketingpersonnel,especiallythebrandmanagers.Brandimageisthemostvaluableintangiblefortuneandoperatingresourceofanenterprise,aswellasamagicweaponfortheenterprisetowininvehementcompetition.Also,abrandimagerelatestothebrandoperationdirectlyanddetermineswhethertheproductsorservicesoftheenterprisecanbeacceptabletoconsumersornot,whichinfluencesthesuccessoftheenterprise.So,moldingthesurgingbrandimagehasimportantstrategicmeaningstoenterprises.Atfirst,Iexpoundontheresearchbackgroundandthecurrentconditionofresearchofbrandimage,definemeaningofbrandandbrandimage;analyzebrandidentity,brandandproductrelationsandbrandimageelements,systematicallysummarizedthepredecessorsresearchofbrandimageandproblemsofresearch.Thenanalyzethesignificanceofmoldingbrandimagefromthreedimensions:consumer,corporation,country.Inconsumeraspect,Ithinkthatthebrandimagecanmeetconsumers'spiritualneeds,thuscanoffertheadditionalvaluebeyondtheproductstoconsumer;Intheaspectofenterprise,mainlytherearethreeeffectsbetweenbrandimageandenterprise:valueeffect,marketeffectandsustainabledevelopmenteffect;Intheaspectofcountry,Iproposethatthebrandimageisakindofrepresentativeofnationalimagesinthecountry.Thenprobeintotherouteofenterprise'sbrandimage-buildingsystematically.Therouteshouldincludebrandorientation,brandimagedesignandbrandimagedissemination.Finally,Ievaluatetheperformanceofenterprises’brandimage-buildinginqualitativeandquantitativeaspects.Inqualitativeaspect,Imainlyadoptthedeepinterviewmethodandprojectingmethod.Inthequantitativeaspect,setupassessmentindexsystemofbrandimage:awarenessdegreeofbrand,goodreputationdegreeofbrand,loyaltydegreeofbrandandanalyzethecourseofthequantitativeassessment.Ihopethereissometheoreticaldirectionsignificancetohelptheenterprisesinourcountrytobuildbrandimageandenhancethecompetitivenessinsomedegreeinthispaper.Keyword:BrandImage;MoldingofBrandImage;Significance;Route;EvaluationofBrandImage11.11.2,(BrandImage)[1],1.2.121.1[2](UniqueSellingPropositionorPoint)(R.Reeves,1961)[3]2(MultiattributeModel)---(Fishbein1996)-(expectancy-valuemodel)[4]3[5](BrandImage)(D.Ogilvy,1948)image4(BielsBrandImageTheory)(Biel1993)/[6]35[7](2001)2.,,80,(BrandEquity),1.1,[8],,,,-,,[9],(KevinLaneKeller1998),[10]41.1:-,,,[8],,,,-,,[9],(KevinLaneKeller1998),[10],,,,2002[11],,,1.23.(1)1999[12](2003),,,:,,,[13](2)20045[14](3)2000[15]2001:,[16]2002[17](4)[18]2001[19]2001[20]2004[21]2005[22]20061.2zzz/zzzzzzzzzzz-zz61.2.21.14702000DDBNeedham(JeriMoore,1988)5()1393[23]2.,2004,,,1005,[24],,,3.2004446,(),(1),(2),7(3)[25]4.2006[26]1.31.41.4.11.4.2892.12.1.1,,,2.12.11955[27]1960[27]1994[28]P1998[29]2001[30]2001[31]102.1.2;1.2.3.4.5.112.22.2.1[32],,[33],,,[34],,,,,(Aaker&Biel),[35][36](Biel)[37],,(Levy),(Reynolds)(Gutman)(Sirgy)(Park)[38]122.2.2132.32.3.1:QSCV2.3.21.=142.=3.153.13.1.13.1.2(A.H.Maslow,1943)16--3.13.13.23.2.11750%-70%3.13.23.12001()689.5220.5650.7217.3IBM527.5190.1424.0185.8350.4179.8346.7172.1325.9169.2300.9153.0252.9150.2228.3150.13.22001()460.00143.55436.00116.21261.00101.36156.67KONKA98.15TCL144.6998.0899981.1655.0667.1049.6564.7344.0660.5943.8755.2937.0518,3.33.43.3)1967199119931994199530244334359.6434.273.4199920002001423.00439.00460.003.2.21.3%40%50%2.3.3.2.32020193.3209010IBM3.3.1[39]3.3.2204.14.1.11.2.213.4.4.1.24.14.11.[40]22AD2.[41]3.KK4.234.2,,,,,;,,4.2.1,,,1.MacIBMDELLCOMPAQ242.ABITINTELCPUAMD3.DELL90PC4.5.(1)(2)(3)254.2.2CIS,4.14.1MIBIVI4.1,MI,80,Forbiddencityisnolongerforbidden,,,,,BI,,,,,VIVIM264.14.24.2123451234561234567123451234564.2.31.,2.,274.34.3.1,,28,,,,,:,,,,,(),,,,,,,,,,,(4.2),,,,,,,,,,4.229,,,,,,,,,,,,,4.3.2,,,,,:,,,:,,,,,,,,,,(),(),,,,(),30(),,,,,4.2,,,,,,,,,,,,,,(),,,,,,,4.34.34.3.3,,,,,,,,,31[42],,,,,,,,[43],,,,,,,4.3.4,,:,,,,,,,,()()(),,32,,,,,,,,,,,,,,,,,4.44.4.1,1.ABBM&M502.?3.Youpressthebutton,wedotherest,334.1.2.3.4.4.1341.(1)(2)(3)(4)(5):(1)(2)(3)352.20801986199536110375.15.1.11.(1)(2)(3)(4)38,2.(1):?39(2)(3)(4)5.1.2405.25.2.11.IBM41:1A,1B,C,%10011×=CBA(5.1)2A,2B,C,%10022×=CBA(5.2)3A,3BC%10033×=CBA(5.3)2.1E1FC%10011×=CFE(5.4)2E2FC%10022×=CFE(5.5)3.(Jacoby.1971),,,,,[44]80%20%(1)4243(2):(3)[45]A,B,C,44100%×=CBA(5.6)I,G,C,100%×=CGI(5.7)Y,P,C,100%×=CPY(5.8).1515432105.15.11234543210100B,1001001∑=bB(5.9)5.2.21.452.3.5.25.2(InHomeinterview)(Mallinterceptinterview):(Inofficeinterview):(Traditionaltelephone):(Centrallocationtelephoneinterview)CATI:(Fullycomputerizedinterview)(Groupself-administeredsurvey):(Drop-offsurvey):(Mallsurvey):464.5.2.347123==4561234849[1]Biel,AlexanderL.HowBrandImageDrivesBrandEquity[J].JournalofAdvertisingResearch,1993,(6):6-12.[2].[M].,199725.[3].[M].,199287.[4]SchiffmanL.G.KanukL.L.Consumebehavior.Prentice-HallInternational,Inc,1996:45-53.[5].[M].,2000105.[6]BielL.Convertingimageintoequity[J].BrandEquityandAdbersing,199311-15.[7].[J].,2001,16(4):19-22.[8]Aaker,JenniferL.DimensionsofBrandPersonality[J].JournalofMarke-ting,1997(34):347-356.[9]
本文标题:企业品牌形象塑造研究
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