【作者】 王贵明；

【导师】 卫海英；

【作者基本信息】 暨南大学 ， 工商管理， 2002， 硕士

【摘要】 本文在对100家大中型企业的调查基础上，通过数理统计方法，分析了国内企业品牌资产状况。在品牌资产各组成要素中，应用主成分分析和因子分析方法，提取了五个品牌资产最重要的构成因子，首次提出品牌资产最重要的因子是品牌地位和顾客认知价值，其次为品牌形象、品牌创新能力和市场执行能力；根据品牌资产的构成因子，运用聚类分析法，对调查企业的品牌资产类型进行了分类，按照品牌构成属性将企业分为领导型、成熟型、务实型、顾客导向型和创新型品牌企业；在对企业品牌策略分析基础上，运用相关分析和线形回归方法，求导形成品牌的重要策略因子，提出建立品牌资产最重要的策略因子是推广策略，其次为市场分化策略、市场延伸策略和进入市场时机。运用非参数检验法，比较不同的品牌类型所采取的品牌策略差异。本研究具有较高的学术研究价值和创新意义，为企业进行品牌决策和品牌管理提供了科学依据。更多还原

【Abstract】 Based on the survey of 100 enterprises, brand equities were studied with Statistic Software tools. According to present situation of brand equity, for the first time, five important brand equity factors were extracted from brand features by applications of Principal Component Analysis and Factor Analysis methods, they were brand status, Customer-recognized value, brand image, brand creative abilities and brand executive abilities; on the same time, Five types of brand equity were divided with K-means Cluster methods on the base of five brand factors, they were Leading Brand, Matured or Ripe Brand, Concrete Brand, Customer-based Brand and Creative Brand.In order to extract brand equity strategy , Correlation and Linear Regression Analysis Methods were used, as a result of analysis, four strategies were put forwarded including Brand Marketing Strategy, Marketing Dividing Strategy, Marketing Stretching Strategy and Marketing Entrance Time, applying Nonparametric Tests and Duncan tests, five brand equities were also differed in many aspects. The program present high-level research value and provided scientific basis for brand manager to make brand planning and brand management.更多还原