品牌结构选择的关键因素方法及其应用研究

上海交通大学硕士学位论文品牌结构选择的关键因素方法及其应用研究姓名：黄肖鹤申请学位级别：硕士专业：企业管理指导教师：顾锋2006010112ABSTRACT3RESEARCHONKEYFACTORMETHODANDAPPLICATIONOFBRANDSTRUCTURESELECTIONABSTRACTWiththedevelopmentofeconomicsandtechnology,thedifferencesinqualityandcostofproductsaredecreasingandthepricecompetenceinenterprisesbecomeskeener.Thesolecompetenceinpricenotonlydecreasestheprofitofenterprise,butalsoinfluencesthelong-termdevelopmentofenterprise.So,moreandmoreenterprisesturntoapplytheoutsidefeaturessuchasbrandstructureandbrandimagetomakethedifferencesbetweenproductsandachievetheobjectivethatsegmentsthemarketandincreasesthesales.Properbrandstructurehelpstheenterprisestoclassifythedemandsofconsumersaccordingtothedifferentbrandsandavoidthesolepricecompetence.Therefore,theresearchofthethesishasimportanttheoreticalandpracticalmeaninginenhancingthemanagementlevelandcompetenceadvantageofenterprises.ThethesisfirststatesthebackgroundandtheorybasisoftheABSTRACT4research,andtherelatedfactorsthatinfluencebrandstructureselectionexplicitly,basedontheresearchliteratures.Thethesisthengivesthemethodoffindingthekeyfactorsofbrandstructureselection.Atlast,usingthedatafrommarketsurvey,thethesisshowstheapplicationofthemethodandverifiesitsfeasibility.ChapterOnestatesthebackgroundandmeaningoftheresearch.ChapterTwo,basedonthesummaryoftheresearchliteratures,pointsoutthelackofthestandardofbrandstructureselectionandquantitativeresearch,andputsforwardthekeyfactormethodofselectingbrandstructure.InChapterThree,basedontheresearchathomeandabroad,thethesisusestherelatedtheories,suchasPorter’sfivecompetencepowers,valuechainandconsumers’psychology,toanalyzethecorrespondingfactorsthatinfluencebrandstructureselectionexplicitlyinmarketcompetence,enterpriseabilityandconsumers’cognition.InChapterFour,thethesisdepictsthekeyfactormethodofbrandstructureselectionindetail.Themethodtransformseachrelatedfactortospecificproblem,makespre-investigationtorevealthebasicmarketinformation,appliesaggregationanalysistosegmentthemarket,designstwoproperbrandstructuresaccordingtotheresultofpre-investigation,andputsforwardtwodimensions,satisfactionandimportance,measuringtheconsumers’evaluationtobrandstructure.Thenaccordingtotheresearchliteratures,themethoddesignsaconsumerevaluationformulatobrandABSTRACT5structure,decideswhichbrandstructureisbetterforthemarketaccordingtothedataresult,andappliesprincipalcomponentsanalysistofindthekeyfactorswhichinfluencesthebrandstructuremostfromlotsofrelatedfactors.ChapterFive,takingtheDailyNecessityIndustryasanexample,usesthemethodtodesignaquestionnairetosurvey,analyze,process,andputitintotheformulatoverifytheformula.Theresultshowsthatthesekeyfactorsreallyworkinshowingtheevaluationresults,andthefeasibility,whichshowsthatthemethodreachestheobjective,helpingtheenterprisesmakeproperdecisionofbrandstructurewithalowcost.Atlast,thethesismakesaconclusionofthewholeresearch,givesoutthekeypointofresearchsteps,andputsforwardthecontentsoffurtherresearchinmethodofresearch,featuresofsample,timeandspace,anddesignofsurvey.KEYWORDS:Brand,BrandStructure,KeyFactorMethod,MarketSegmentation,PrincipleComponents3200601154þ“”200601152006011511.1P&GL’OREALHRLANCOMEBIOTHERM22090AakerKellerOlins1.231-11-1Figure1-1TheStructureoftheDissertation42.120905NOKIA“”[1]2.21BrandStructureOlins(1989)MonolithicEndorsed6Branded[2]AndreasStrebinger2003[3]thetheoryofstrategicbrandconceptsthetheoryofinformationprocessingtypologyofbrandstructurestrategies2004[4]42004[5]2004[6]BarwiseRobertson1992[7]Aaker(1996)[8]Kapferer(1997)[9]Keller(1998[10]SusanP.Douglas,C.SamuelCraig,EdwinJ.Nijssen2001[11]Rajagopal, RomuloSanchez2004[12]SylvieLaforet,JohnSaunders1994[13]7furtivebrand1999Olins[14]2BrandRelationshipBlackstone1992[15]1995Blackstone[16]Mundkur1997[17]412MunizGuinn2001BrandCommunityBiel1999Fournier20014[18]3BrandArchitectureAakerErichJoachimsthaler(2000)[19]marketfragmentationbrandassetbrandrelationshipspectrumhouseofbrandsendorsedbrandssubbrandsbrandedhouse4BrandPortfoliosMercerManagementConsulting2002[20]brandportfolios1234Aaker(2004)[21]812strongbrand34PeterA.Dacin,DanielC.Smith1994[22]5BrandExtensionBoush(1987)Bridges(1990)AakerKeller(1990)HerrFarquhar(1990),ParkMilberg(1990)“”“”Daniel,SmithPark(1992):ReddyHolakBhat(1994)[23]AakerKeller1990107OLS[24]“”“”AakerKeller[25]Tauber276[26]SmithandPark(1992)AakerKeller3[27]DavidBoushLoken(1991)9“”“”[28]SmithAndrewsParkSrinivasanBroniarczykAlba“”[29]2003[30]6BrandBuildingGoad(1999[31])KotlerAngLeongTan2003[32]Parrott2001[33]Rabano2000[34]Temporal2001[35]Jacob1993[36]SchmittPan1994[37]SchutteCiarlante1998[38])KerinMahajanVaradarajan1990Rubin1990123[39]DavidA.Aaker,ErichJoachimsthaler1999[41]globalbrandleadership12acommonglobalbrand-planningprocess342000[40]2004[42]107BrandLoyaltyRaj.S.P(1985)[43]Oliver(1999)[44]ReichheldandTeal(1996)[45]4~6925%~50%O’BrienandJones(1995)[46]Olive(1997)[47]GaneshAmoldReynolds(2000)[48]8Gallraith,1967[49]Solow,1967[50]2.311122.412133.1143.1.13.3[51]3.1.2115LVCHANELCD2ONLYONLY16317OMO(Tide)“”184Clairol3.23.2.119·MichaelE.Porter19851995——·Jeff