【作者】 赵文；

【导师】 何佳讯；

【作者基本信息】 华东师范大学 ， 企业管理， 2007， 硕士

【摘要】 工业品市场是个非常庞大的市场,与消费品市场不同,工业品市场在需求、购买等方面都存在着独特的特点,在这两个市场上,品牌传递的价值同等重要。与学术界对消费品品牌管理的丰富研究及品牌在工业品市场上的卓越表现而言,对工业品牌的研究相当匮乏。自上世纪七十年代开始,西方学者开始了对工业品牌的初步研究,他们从不同的角度对工业品牌进行了研究,但只有极少学者对工业品品牌资产进行了研究。品牌资产是品牌研究的核心,品牌资产维度是品牌资产的来源,工业品的品牌资产来源是什么?如何通过对各维度的控制提升中国工业品品牌资产的价值?为我国工业品品牌的建设提供理论指导意义,相关研究显得尤为重要。本文将品牌资产理论与工业品品牌管理理论的最新研究成果相结合,同时运用组织购买行为、工业品营销等要关研究成果,分析了工业品品牌资产的主要构建维度,提出了工业品品牌资产构建维度的各部分。同时运用定性研究方法,对提出的各维度在中国服装辅料行业和纺织机械行业的实践进行了验证。本文研究得出了以下主要结论:1、工业品牌资产维度与消费品品牌资产维度存在质的相同点,都体现在品牌知名度、品牌联想、感知价值、品牌忠诚度几个方面。其最大的不同在于其先行因素的不同,主要体现在不同的先行因素对品牌资产的影响力不同,进而影响到各个维度在品牌资产中发挥的作用有所不同。2、购买特征、购买者特征是工业品市场区别于消费品市场的关键因素,这两个特征构成了工业品品牌资产各维度的调节变量,也可以说是工业品品牌区别于消费品品牌的关键因素。3、公司、品质、服务、来源地是工业品品牌资产维度中感知价值与品牌联想的先行因素,品牌元素、传播途径、轰动事件是品牌认知的先行因素,品牌忠诚是品牌认知、感知价值与品牌联想合力的结果,四个部分共同构筑了工业品的品牌资产。更多还原

【Abstract】 Contrast with the consumer marketing, there are unique characteristics of demanding and purchasing in the industrial marketing. But in these two marketing, the delivery of brand value is very important. Although there is abundant study about consumer brand management and brand has excellent performance in industrial marketing, the study about industrial brand is not so much About thirties years ago, academician began study industrial brand form different views. But the study about industrial brand equity is almost equal to zero. Brand equity is the core of brand management. The dimensions of brand equity is the sources of brand equity. What is the sources of industrial brand equity? How to increase the value of Chinese industrial brand equity by controlling its dimensions? It is very important to make related study in order to give guideline to the practice.This dissertation emphasized on the study of the major dimensions of industrial brand equity, and by the study to the antecedents of the industrial brand equity an integrated model of the dimensions of industrial brand equity is deduced. The study referred to theories of brand equity and purchasing behavior of organization purchasing characters in industrial market. And in the dissertation the newest studies fruit of industrial brand equity were adopted. Using empirical methods, the study made a investigation to the antecedents of the dimensions of industrial brand equity. Such viewpoints were concluded due to the study:1. In fact, the dimensions of industrial brand equity and consumer brand equity are same in some aspects. Brand awareness, perceived value, brand association and brand loyalty are the major dimensions of them. But the most difference between brand equity dimensions of consumable products and industrial products lies in their antecedents. They have different force on the performance of brand equity, consequently they will affect the function of every dimension of industrial brand equity.2. The characteristics of purchasing and buyers are the key factor of industrial marketing which different with consumer marketing. These two characteristics are also variables which can adjust the importance of different dimensions of industrial brand equity.3. Company, quality, service, place of origin are all antecedents of perceived value and brand association. Brand elements, transmit ways, front-page incidents are all predisposing factors of brand recognition. Brand loyalty is the resultant force of brand recognition, perceived value and brand association. These four dimensions build industrial brand equity.更多还原