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论文编号：	4227
作者编号：	2120102286
上传时间：	2012/6/5 21:42:34
中文题目：	消费者对服务品牌延伸评价的影响因素的实证研究
英文题目：	Factors of Consumers’ Evaluations on Service Brand Extensions---An Empirical Research
指导老师：	许晖
中文关键字：	服务品牌延伸，评价模型，消费者，影响因素
英文关键字：	Service brand extension, Evaluation model, Consumer, Influenced factors
中文摘要：	随着社会的发展，服务业在很多国家逐步成长为国民经济的主导产业。服务的特性使得品牌的建立成为服务企业差异化竞争优势的来源之一，同时，品牌延伸策略也在服务企业中受到青睐。然而，服务品牌延伸有成功的，也有失败的，如何才能规避品牌延伸的风险？如何才能获得消费者更高的评价？服务品牌延伸的消费者评价模型这一课题逐步进入学者们的视野，这一课题不仅具有重要的理论意义，而且具有重要的实践意义。 本文回顾了品牌延伸与服务品牌延伸方面的研究，构建了服务品牌延伸的消费者评价模型，并以中国移动为研究对象，通过一手数据的分析验证了服务品牌延伸的消费者评价模型。本研究具有一定的理论意义实践意义。首先，服务品牌延伸方面的研究不多，以我国为背景的研究更是寥寥无几，本文的研究丰富了服务品牌延伸方面的理论。其次，本文以我国企业为研究对象，构建了服务品牌延伸的消费者评价模型，对我国服务企业的品牌延伸有一定的借鉴意义。 本文首先梳理了品牌延伸和服务品牌延伸的相关研究。其次，构建了服务品牌延伸的消费者评价模型。接着，进行了实证设计和实证检验。最后，本文得出了以下几点结论：在服务品牌延伸中，延伸产品（或服务）匹配度是影响消费者评价延伸的首要因素，匹配度的子维度中，互补性最为重要；原产品的感知质量是影响消费者评价延伸的重要因素，且服务的功能质量比技术质量在延伸评价中的作用更为重要；品牌联想正向影响消费者对延伸的评价，其子维度地位联想和保证联想正向影响消费者对延伸的评价。
英文摘要：	With the development of society, the service industry has gradually become the dominant industry of national economy in many countries. The characteristic of service makes the establishment of brand become one source of competitive advantages, at the same time, brand extension strategy are also popular among service enterprises. However, service brand extension can be successful, it can also be failed, how can we avoid the risks of brand extension? How can we get a higher consumer evaluation? The subject of consumer evaluation model of service brand extensions is gradually attracted scholars, which is not only has important theoretical significance, but also has important practical significance. This thesis reviews the research on brand extensions and service brand extension, then build the consumer evaluation model of service brand extensions. We use China Mobile as the research object and verify the model with primary data. To some extent, the study of this thesis has theoretical significance and practical significance. First of all, researches on service brand extensions are few, and the researches whose backgrounds are China are fewer, this study enriches the theory of service brand extension. Secondly, we use Chinese enterprise as the research object and build the consumer evaluation model of service brand extension, the results of this thesis has reference significance to the brand extensions of Chinese service enterprises to some extent. This thesis first combed the literatures of brand extensions and service brand extensions. Secondly, we build the consumer evaluation model of service brand extension. Then we do the empirical design and test the model. Finally, we draw the following conclusions: The fit between the two involved product classes is the most important factor that influence consumer evaluation of service brand extension, among the sub-dimensions of fit, complementarity is the most important. The perceived quality of original brand is an important factor, and the functional quality is more important than technical quality. Brand associations positively influence consumer evaluations, among the sub-dimensions of brand associations, guarantee associations and status associations positively influence consumer evaluations of service brand extensions.
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