常州购物中心品牌竞争力评测模型及实证研究

上海交通大学硕士学位论文常州购物中心品牌竞争力评测模型及实证研究姓名：袁鹰申请学位级别：硕士专业：工商管理指导教师：余明阳20080113ANEMPIRICALRESEARCHONTHEMODELOFEVALUATINGTHEBRANDCOMPETITIVEPOWEROFCHANGZHOUSHOPPINGCENTERABSTRACTBrandcompetitivepowerofacorporationcanmeasurethebrandcorepowerandadvantageinthemarketcompetition.Itisoneofthemostimportantfactorsinthecorecompetitionpower.Basedonscientificmarketingconcepts,objectivedataaboutthemarketandthetightmodel,thebrandcompetitivepowercanbemeasuredcorrectlyandeffectively.Facinggoodopportunityandseverecompetition,Changzhoushoppingcenterarenecessarytocorrectlyevaluatetheirbrandcompetitivepowerinordertoenhanceitscorecompetitivepower.Basedontherelevantdomesticandforeigntheoriesandresearchapproaches,theresearchisconductedthroughtheoryanalysis,backgroundofcorporationanalysis,mathematicalcalculation,modelbuildingandempiricalstudy.Afterthein-depthanalysisofthestatusquoofChinesedepartmentstores,theauthorpresentsthedefinitionofthebrandcompetitivepowerofChangzhoushoppingcenter.Havingstudiedtheclassictheoriesofmarketing,theauthorsetsuptheevaluationindexsystem,introducesthefactoranalyticapproach,discussesthemathematicalprinciple,andthenbuildsastructuremodeltoevaluatethebrandcompetitivepower.Inthemodel,factoranalyticapproachistobeusedtodotheevaluationobjectivelyandeffectively.Finally,theauthorcarriesoutastudyinChangzhoushoppingcentertovalidatethemodelandindexsystem.EvaluationmodelandindexsystemareaimedatcorrectlyandeffectivelyevaluatingthebrandcompetitivepowerofChangzhoushoppingcenter.ItisbelievedthatthismodelwillbeofgreathelptothedevelopmentofbrandmarketingmanagementofChangzhoushoppingcenter.KEYWORDS:brandcompetitive,factoranalyticapproach,modeling,empiricalstudy20081152008115MBA1111111LarryLightMBA21121234MBA312121DelphiMethodJackTrout(MichaelE.Porter)PhilipKatlerMBA4DelphiMethod11FIGURE1TheFrameworkOfTheDissertationMBA512212JackTrout(MichaelE.Porter)PhilipKatlerDavidA.Aaker3DelphiMethodVIPMBA45MBA62212111852··190025PhilipKatler1712360006000045WHO-WHAT-HOW1WhoarethecustomersMBA730002Whattomerchandise70%-80%179%77%118%61%6%15%27%50%11%12%20%-30%10%-15%3HowtosaleMBA8212,10%20067641013.7%CEIC2FIGURE2TheAnnualRetailTurnoverOfTheConsumerGoods19941%200644%67.5%MBA9202514.58.760%CEIC3FIGURE3TheRapidGrowthOfChineseUrbanPopulation10%CEIC4FIGURE4TheChangeTendencyOfChineseUrbanAndRuralInhabitants’IncomeMBA10MGI20255.213.3CEIC52000-2006FIGURE5TheChangeTendencyOfChineseUrbanInhabitants’DisposableIncome13%1.6604FIGURE6TheGlobalDistributionAndIncreaseComparisonOfLuxuryConsumptionIn2004MBA1121321419961012MBA12350222212006104060000195520062003VIP5MBA13222(MichaelE.Porter)(MichaelE.Porter)7FIGURE7ADiagramOfCompetitionAmongFivePowers13000050000200622006RMB106RMB46RMB57506%221%273%600003000050000MBA1480%1-223MBA1545MBA1633132:::MBA17:(1)(2)(3)(4)33::1,MBA182345MBA19441411X1X2X3X4X5X6Q1Q2Q3E1E2S=fX1X2X3X4X5X6Q1Q2Q3E1E2SBCBC=FfX1X2X3X4X5X6Q1Q2Q3E1E2412U1U2U3MBA20X1X2X21X22X31X32X33X34UU=U1U2U3U1=X11X12U2=X21X22U3=X31X32X33X34VV=Y1Y2Y3Y4Y1Y2Y3Y4Uii=12341341412MBA213442421POSITIONJackTrout1972MBA22422(MichaelE.Porter)MBA23423PhilipKatler(utilityattributes)(benefits)(values)(culture)(personality)(user)123DavidA.Aaker51brandloyalty2nameawareness3perceivedqualityMBA244brandassociation5108FIGURE8ADiagramofBrandPropertyTheoryVIPVIPCI4z/zzzzz/zzzMBA255DavidA.Aaker6424ERPMBA263VIPCIERPMBA274331431px1x1xpF1F1FmmmpX=AF+FAaijij1ijij2++++=++++=++++=pmpmpppmmmmFaFaFaxFaFaFaxFaFaFaxεεεLLLLL2211222221212112121111ijaMBA28Ai13Aj4AM432ix2ihmFFFL,,21∑==mjijiah122.ixixjFjSjF∑==piijjaS12.2ih),,(21pXXXXL=∑pλλλL≥≥21∑peeeL,,21),,,,(2211mmeeeAλλλL=MBA294339FIGURE9AFlowChartOfEvaluatingTheBrandCompetitivePowerOfChangzhouShoppingCenter4344341MBA304MBAVIP1010101010311104965x17.78.88.09.69.49.4x27.58.47.88.49.28.0CIx37.08.27.88.08.66.8x46.77.88.06.47.26.0VIPx56.58.48.26.86.06.2x66.76.87.47.06.47.6x77.27.28.07.07.26.6x88.78.87.47.48.48.8x97.07.86.66.47.47.6x107.26.47.06.87.07.6x117.87.48.07.48.68.4x128.08.27.27.68.47.8x137.38.27.27.68.28.4x147.75.86.67.08.68.2x156.76.67.27.08.28.0MBA315x168.77.67.89.08.49.2x177.78.06.67.68.08.4x186.37.05.46.86.45.6x196.87.86.07.86.46.4x207.08.67.27.66.87.6x218.07.66.47.26.86.8x227.38.46.86.46.65.6x237.27.66.87.47.08.4x247.89.08.08.27.68.4x258.27.47.68.07.87.8x267.78.46.46.07.67.2x277.36.48.27.68.68.2x287.86.47.48.28.67.8x296.38.27.26.87.66.8x308.29.08.48.28.28.2x317.88.29.08.48.47.443423131SPSS11.06CIVIP1.000.730.34-0.43-0.390.03-0.610.731.000.810.12-0.24-0.51-0.16CI0.340.811.000.590.26-0.570.37-0.430.120.591.000.78-0.200.85MBA326CIVIPVIP-0.39-0.240.260.781.000.210.640.03-0.51-0.57-0.200.211.00-0.03-0.61-0.160.370.850.64-0.031.00-0.020.01-0.30-0.21-0.25-0.23-0.560.190.28-0.010.03-0.05-0.14-0.430.01-0.34-0.73-0.64-0.670.47-0.360.150.27-0.10-0.17-0.600.04-0.100.260.570.31-0.06-0.37-0.75-0.450.700.580.12-0.26-0.29-0.04-0.680.290.25-0.22-0.60-0.94-0.14-0.440.550.520.08-0.29-0.620.12-0.270.44-0.08-0.53-0.98-0.830.22-0.740.580.36-0.15-0.59-0.54-0.18-0.910.280.430.500.030.08-0.69-0.280.300.160.25-0.100.24-0.30-0.340.200.000.080.180.610.21-0.21-0.31-0