【作者】 杨俊；

【导师】 夏永林；

【作者基本信息】 西安电子科技大学 ， 技术经济及管理， 2009， 硕士

【摘要】 自20世纪80年代品牌资产引入营销领域以来,对品牌资产相关方面的研究已成为一种新的营销理论并在学术界和企业界得到了广泛深入地研究与应用。国内外学者一般从财务角度、市场角度、顾客角度来研究品牌资产。但是,只有品牌得到顾客的认可,在顾客心中占有一定的位置,才能形成品牌资产。所以,顾客角度是品牌资产形成的原因,而财务角度、市场角度都是品牌资产的最终表现。本文将选择从顾客角度对品牌资产进行研究。在顾客角度方面,品牌忠诚又是本文研究的着力点。本文尝试以现有的品牌价值评估方法的成果作为理论依据,以品牌忠诚度为切入点,根据企业对品牌忠诚所关心的侧重点不同,结合品牌价值评估的实际案例进行分析及运用,并注重定量化指标与定性化指标的有机结合,使品牌价值的评估的方法具有有效性。本文根据企业对品牌忠诚所关心的侧重点不同,对现有品牌忠诚测量评价做改进,主要从消费者层面、企业营销层面以及竞争层面三方面入手进行品牌忠诚度测量与评价。提取8个指标,分别是:品牌认知,品牌联想,品牌满意度,品牌知名度,品牌品质形象,品牌竞争力,品牌保持率,品牌转移率。其后,依据这些指标构建品牌忠诚度因子指标体系,运用AHP方法建立判断矩阵,测算品牌忠诚度因子,再借用范秀成教授的品牌资产价值公式对品牌资产价值进行测算。目的在于通过对现阶段品牌价值评估方法的集中研究,提出并改进基于消费者品牌忠诚度评估品牌资产价值的方法并使其得以应用,因为在研究品牌忠诚测量与评价时提取了新的指标,这也算是一种新的探索。在案例研究方面,本文选用高新技术产品中的联想台式电脑为研究对象,利用文章新的思路对“联想”品牌价值进行评估。从联想电脑的市场表现来看,其评估结果是可接受的。更多还原

【Abstract】 Since the brand equity was introduced into marketing from the 1980s,the brand equity has obtained the thorough study and application as one kind of new marketing theory in the academic and the enterprise. The domestic and foreign scholars generally study the brand equity from three angles: financial angle, market angle, customer angle. Only when the brand has been recognized by customers, and holds the certain position in customer’s heart, then may form the brand equity. So the customer angle is the reason of forming the brand equity and the other two angles are the final display of the brand equity. The paper will choose the customer angle to study the brand equity. The brand loyalty is the important integrant part that influences the brand equity. This article attempts to assess the existing methods of brand equity as a theoretical basis for the outcome to brand loyalty as the breakthrough point, according to business to brand loyalty different focus of concern, combined with brand equity assessment of the actual cases, conducting analysis and use of, and pay attention to quantitative and qualitative indicators of the organic combination of indicators, so that the brand equity assessment of the effectiveness of the method.According to the business of brand loyalty are concerned about a different focus, mainly from the consumer level, enterprise level as well as the level of competition for brand loyalty measurement and evaluation. Extracted eight elements, they are divided into: Perceived Quality, Brand Association, Brand Satisfaction, Name Awareness and Brand Image of quality, Brand Competitiveness, Brand Maintain Rate, Brand Transfer Rate. Design for brand loyalty factor system, use the AHP method to determine the establishment of Matrix, use the brand equity value of Professor Fan Xiucheng for calculation. The paper is aimed to constitute certain method based on brand loyalty, could be given proper consideration after study on current methods. After analyzing computer market of China, select“Lenovo computer”as there search object. Use the brand evaluation method based on brand loyalty degree to evaluate it actually. From the market representation of“Lenovo computer”, the result is acceptable.更多还原