【作者】 魏文忠；

【导师】 张喜民；

【作者基本信息】 山东大学 ， 企业管理， 2007， 硕士

【摘要】 零售业作为国民经济发展中的一个重要部门，与人民的日常生活息息相关。近年来，随着国际著名零售品牌大举进军中国市场，本土零售企业的发展既有机遇也有挑战。本土零售企业要想在与国际零售品牌的同台竞技中获胜，必须积极研究消费者的心理及行为特征，满足其需求变化，尤其要在其心目中塑造良好的品牌形象。强势的品牌形象可以降低消费者购物过程中感知的风险，从而提高其满意度和忠诚度。作为一种独特的竞争优势，它又可以使企业获得强大的品牌资产，并为品牌延伸提供了依据。目前关于品牌形象的研究主要以有形产品为例进行的，而对服务行业的研究相对不足；而且从研究方法上看，学者们主要是通过文献研究识别出品牌形象的主要构成要素，同时这些研究多以理论分析为主，缺少实证检验。形象是存在于消费者的心智中的，只有通过实证研究才能真正了解在消费者的眼中品牌形象究竟由哪些要素构成以及对于消费者来说哪些形象要素更为重要。本项研究希望通过对消费者的调查，对零售品牌形象的要素结构进行定量研究，并构建出零售品牌形象模型和测试量表，以期为本土零售品牌形象的塑造与管理提供参考借鉴。本项研究通过对消费者的小组座谈以及对济南、青岛、烟台和威海四地消费者的问卷调查，从消费者的视角识别出了零售品牌形象的构成要素。通过对调查数据的统计分析，发现零售品牌形象是一个多维的概念，主要可以划分为“设施设备”、“商品品质”、“有形展示”、“商品价格"、“建筑装饰”、“购物便利”和“商店氛围”七个纬度。这些形象纬度之间存在着密切的联系，其中，消费者对“商品品质与服务质量”的感知与“设施设备”、“有形展示”和“建筑装饰”之间存在显著的正向相关性；而消费者对“商品价格”的感知则与“设施设备”的易用性、“商品品质与服务质量”以及“有形展示”形象之间存在显著的正向相关性。调查结果还表明，与国际零售品牌相比，本土零售品牌的名称更容易为消费者记忆与传播，消费者对本土零售品牌名称的认知明显地高于国际零售品牌。我们构建的零售品牌形象量表具有较高的信度和效度本文的创新之处在于采用规范的实证研究，从消费者的视角探究出零售品牌形象的构成要素，从而进一步丰富和发展了品牌形象理论；构建了零售品牌形象模型和测试量表，可以为本土零售企业品牌管理实践提供参考价值。更多还原

【Abstract】 As an important sector of national economy, the retail industry is closely related with people’s daily life. In recent years, the world’s leading retail brands enter the China market in a big way, which bring opportunities for local retailers as well as challenges. To take an active part in the competition, it is necessary for the local retail enterprises to study the consumer’s behaviors actively, working hard to meet their changing needs and wants, especially trying to create a favorable brand image in their minds.Strong brand image can reduce the risk perception of consumers during their shopping process, and thus to improve their satisfaction and loyalty. As an important competitive advantage, a good brand image can bring strong brand equity and provide a basis for the brand extension. At present, most of the studies on the brand image take tangible products as an example, and only few of them are about the service sector. Moreover, from the research methods perspective, we found that most of the scholars have identified the components of brand image mainly through literature review; this may lead to the omission of some of the important image factors. Image lay in consumers’ minds; only by empirical research can we identify the component of brand image and the important factors. This study aimed to identify the constructs of the retail brand image from the consumer’s perspective, develop the retail brand image model and a retail brand scale which may do some help to the brand building and management.We had a focus group interview and conducted a questionnaire survey in Jinan, Qingdao, Yantai and Weihai. Based on the statistical analysis of the survey data, we found that the retail brand image is a multidimensional concept, which is composed of "equipments" , "product quality" and "presentation", " prices" and "architecture" , "convenience" and "atmosphere". We also found that there are close links among these dimensions. For example, the consumer’s perception of "product quality" has a significant positive correlation with "equipment" , "architecture" and "presentation" ; while "equipment", "product quality" and "presentation" have significant positive correlation with the perception of consumer’s "prices". The findings also show that compared with international retail brand names, local retail brand names have a higher awareness.The innovation herein mainly includes: we identify the components of retail brand image from the consumer perspective by a standard empirical research, the findings can be considered as supplementary to the brand theory. At the same time, we develop a retail brand image model and a retail brand image scale, which may do some help for the brand building and management of local retail enterprises.更多还原