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论文编号：	12605
作者编号：	2120192840
上传时间：	2021/6/16 18:15:14
中文题目：	京东商城整合营销传播对品牌形象、品牌情感和品牌忠诚的影响机制研究
英文题目：	Research on How Integrated Marketing Communications of JD Influences its Brand Image, Brand Emotion and Brand Loyalty
指导老师：	申光龍
中文关键字：	整合营销传播；品牌形象；品牌情感；品牌忠诚；顾客感知质量
英文关键字：	Integrated Marketing Communication; Brand Image; Brand Affect; Brand Loyalty; Customer Perception Quality
中文摘要：	在电商平台高速发展的今天，越来越多的消费者习惯并选择优先在线上购物。根据中国国家商务部电子商务司发布的《中国电子商务报告2019》中的数据显示，我国2019年电子商务交易总金额达34.81万亿元，其中线上购物零售额占比超30%，金额为10.63万亿元。垂直类电商、综合类电商、跨境电商和拼购类电商层出不穷，行业内部竞争激烈。 在此背景下，为了帮助京东自营商城探索高效的营销方法、树立鲜明的品牌形象与消费者产生积极情感联系和忠诚关系。作者通过实证研究探索电商平台行业的领军企业－京东，其整合营销传播一致性是如何影响品牌形象的树立，品牌形象又是如何影响品牌情感的产生并最终影响品牌忠诚的建立的。同时引入顾客感知质量作为整合营销传播一致性与品牌形象树立这两者关系的调节变量，考察用户在京东平台进行线上购物时感知到的可靠性、安全性、响应速度、情感投入及有形设施，为京东提出切实的改进建议。本文通过线上线下发放调查问卷并利用SPSS对数据进行统计分析后得出以下结论：整合营销传播一致性对品牌形象的树立起正向影响作用；顾客感知质量在整合营销传播一致性与品牌形象的树立两者之间的关系起调节作用；品牌形象的树立对品牌情感的产生起正向影响作用；品牌情感的产生对品牌忠诚的建立起正向影响作用。 结合数据分析结果与实际市场情况，本文建议京东应该加强营销宣传信息在横向与纵向维度上的一致性，并不断提高产品及服务质量、优化顾客的购物体验，从而使消费者对京东留下深刻的、积极的品牌形象，再逐步转化为对京东这一品牌的积极情感和忠诚承诺。只有这样，京东才能够在作为一个品牌长存于消费者心中，而不仅仅是一个购物平台。
英文摘要：	Nowadays, as E-commerce platforms are in a stage of rapid development, online shopping seems to be an indispensable part of people's daily life.According to E-commerce Report of China 2019 published by National Ministry of Commerce of China, gross volume of trade of E-commerce in 2019 reached ￥34.81 trillion, while online retail sales accounted for over 30% of that.Many sorts of E-commerce platforms have occurred, like cross-border E-commerce platforms, comprehensive E-commerce platforms and so on, which generates fierce competition inside the industry. Under this circumstance, the author utilizes method of empirical research to explore how JD, the leading brand of E-commerce platforms, with the help of Integrated Marketing Communication consistency, builds its brand image and how its brand image influence its brand affect and ultimately exert impact on brand loyalty. At the same time, customer perception quality is introduced as a moderating variable that regulates the relationship between the consistency of integrated marketing communication and brand image establishment, by examining the reliability, safety, response speed, emotional input and physical facilities that users perceive when shopping online on the JD platform. After gathering 290 pieces of data through questionnaire research and statistics analysis, the results show that the consistency of integrated marketing communication exert a positive effect on the establishment of brand image; customer perception quality plays a moderating role in the relationship between the consistency of integrated marketing communication and the establishment of brand image; the establishment of brand image has a positive influence on the generation of brand affect; the generation of brand affect has a positive impact on the establishment of brand loyalty. Therefore, the author suggests that JD should strengthen the consistency of marketing information in both horizontal and vertical dimensions, continuously improve the quality of products and services, optimize the shopping experience of customers, so as to leave a deep and positive brand image for consumers, and then gradually transform it into a positive affect relationship and a loyalty promise of JD.
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