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论文编号：	10160
作者编号：	2120162759
上传时间：	2018/6/10 19:58:35
中文题目：	老字号真实性对品牌认同的影响研究——顾客体验的调节作用
英文题目：	Research on the Influence of Time-honored Brand Authenticity on Brand Identity——The Moderating Effect of Customer Experience
指导老师：	刘建华
中文关键字：	老字号；品牌真实性；品牌认同；顾客体验
英文关键字：	Time-honored Brand；Brand Authenticity；Brand Identity；Customer Experience
中文摘要：	老字号是我国特有的商业文化现象，具有巨大的文化价值和品牌价值。近年兴起的国货风潮助推以百雀羚、稻香村为代表的老字号成功回归市场，这些重获消费者认同的老字号具有怎样的共性特质？品牌老化的老字号又该怎样处理传承与创新的问题？ 为响应国家“振兴老字号工程”的号召，促进老字号顺应消费需求新变化和“互联网＋”新趋势，本文通过查阅文献，了解到老字号是典型的真实性蓄水池，诉求真实性不但可以激活老字号的经典价值，还能帮助消费者展示自我独特形象，强化消费者对老字号的认同。此外，本文结合市场观察发现，新零售和消费升级的潮流让品牌更加重视“顾客体验”的价值，这正是百雀羚、稻香村等老字号品牌焕发活力的关键因素之一。 本文基于品牌激活理论中“传承”与“创新”两条线索，以“真实性”作为老字号保持正宗、坚守传承的根基，以“顾客体验”作为老字号重焕生机与活力的关键，基于品牌真实性理论和认同理论，探究老字号真实性对品牌认同的影响，以及顾客体验在二者关系中的调节作用。 本文采用实证分析的研究方法，以线上调研方式收集调研数据，利用描述性统计、信度与效度分析、回归分析等数据处理方法检验研究假设。实证分析结果表明：(1)老字号真实性（原真实、建构真实、自我真实）对品牌认同具有正向影响作用，即老字号真实性越高，消费者对品牌的认同感越强；(2)顾客体验对老字号真实性与品牌认同的关系具有调节作用。 本文希望通过开展提升消费者对老字号品牌认同的研究，为解决老字号传承与创新的平衡问题提供参考，让更多消费者认可老字号，强化国货意识，提升文化自信。
英文摘要：	The time-honored brands are the unique commercial culture phenomenon in China. They have great cultural value and brand value. The popularity of China-made goods boost the time-honored brands represented by Pehchaolin and Daoxiangcun into the young market. What are the common characteristics of these time-honored brands that regain consumers’ identity? How should the other time-honored brands deal with the problem of inheritance and innovation? In response to the national project “Develop the Time-honored Brands”, this paper learns that the time-honored brands are the typical example of authenticity. Appealing authenticity can not only activate the classic value of the time-honored brands, but also help consumers to display their own unique image and strengthen their recognition. In addition, the trend of New Retail and consumption upgrading has made brands pay more attention to the value of customer experience. This is one of the key factors for the time-honored brands such as Pehchaolin and Daoxiangcun to achieve brand revitalization. This paper combines two clues of inheritance and innovation based on Brand Revitalization Theory, regarding “authenticity” as the foundation and “customer experience” as the key, to explore the effect between “authenticity” and “brand identity” with the moderating effect of “customer experience” based on the Brand Authenticity Theory and Recognition Theory. The study uses the empirical research methods and does descriptive statistics analysis, reliability and analysis, and regression analysis to test hypotheses. The empirical analysis results show: (1) The authenticity of the time-honored brands has a positive effect on brand identity; (2)The three dimensions of the authenticity (original authenticity, constructive authenticity and self-authenticity) have a positive effect on brand identity; (3) Customer experience has a moderating effect on the relationship between the authenticity and brand identity. This paper plan to solve the problem of balance between inheritance and innovation by researching on promoting brand identity of Time-honored Brand. It will make more consumers recognize Time-honored brand and strengthen the awareness of China-made goods with enhancing cultural confidence.
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