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论文编号：	5302
作者编号：	2120112413
上传时间：	2013/6/6 10:57:11
中文题目：	基于大学生视角快速消费品品牌延伸影响因素的实证研究
英文题目：	The empirical research of Brand extension influential factors of FMCG in the markets of college students
指导老师：	韩德昌
中文关键字：	品牌延伸,品牌联想,品牌知名度,品牌忠诚度
英文关键字：	Brand extension,Brand association,Brand awareness,Brand loyalty
中文摘要：	自从品牌延伸的概念被提出来，在近20多年的时间里，众多国内外的专家学者都将目光转向了这一研究领域，因为品牌延伸的价值已经在实践中得到验证。世界上诸多成功的品牌延伸案例也极大地丰富了这一领域的理论研究，反之亦然，一些重要理论模型的验证为企业决策层提供了理论参考。本文聚焦于三个不同方面作为研究对象：大学生市场、快速消费品、众多影响因素整合后的品牌延伸。三个研究角度的有效结合，为本文的研究框架指明了方向。在引言部分，介绍了大学生群体的规模以及蕴含的巨大消费潜力和快速消费品行业的现状以及已有品牌延伸的成功案例。在文献综述部分，主要对品牌延伸、品牌延伸评价、品牌延伸评价的影响因素以及品牌延伸评价的理论模型作了归纳梳理。在整合多重影响因素后，构建了本研究的理论评价模型，并且利用实证研究的方法验证模型和假设检验，试图探求大学生消费者对品牌延伸评价的影响因素的贡献程度。本文选取了同属于快速消费品行业的日化行业和饮料行业中的两个领先品牌“高露洁”牙膏品牌和“娃哈哈”饮料品牌作为母品牌。在预调查分析的基础上，选取了洗发水和乳制品两个品类分别作为“高露洁”品牌和“娃哈哈”品牌的延伸产品。根据本研究得出的研究结论，笔者认为从事快速消费品生产与销售的企业必须通过提升自身核心竞争力，在产品质量无懈可击的基础上通过营销努力赢得大学生消费群体的关注与喜爱，让大学生对企业的核心品牌产生品牌忠诚和品牌联想。只有这样才能保证企业在不同发展阶段进行品牌延伸时，都能一如既往地利用大学生消费者对企业核心品牌已建立的感知质量、品牌忠诚、品牌联想对延伸产品进行积极正向的评价，以此转化为购买力并产生持续良好的循环效果。具体措施可从以下几方面中展开：（1）提升核心品牌产品的质量；（2）促进顾客对于企业核心品牌忠诚度的提高；（3）树立正面品牌形象，建立品牌联想度；（4）制定品牌营销策略，扩大品牌知名度。
英文摘要：	Since the concept of brand extension is proposed, in nearly 20 years of time, many experts and scholars at domestic and abroad are turning to researches of this field because the value of brand extension has been verified in practice. Many successful cases of brand extension in the world also greatly enriched the theoretical research in this area. Vice versa, the validation of some important theoretical models provides a theoretical reference for decision-making executives. This article focuses on three sub-fields as research objects: the market of college students, fast moving consumer goods and brand extension after integrating many influential factors. The effective integration of the three perspectives pointed out the direction of the framework for this study. In the introduction section, this article introduced the size of the student population and their tremendous potential of consuming；Furthermore, this article introduced the status quo of the fast moving consumer goods industry and the existing success stories of brand extension. In the literature review section, this article summarized brand extension, the evaluation of brand extension and factors influencing evaluation of brand extension as well as the theoretical model of evaluation on brand extension. After the integration of multiple influencing factors, this article builds a theoretical evaluation model that is tested by empirical research and hypothesis testing, trying to explore the degree of contribution of consumers of college students to factors influencing the evaluation of brand extension. This paper selected two leading brands: "Colgate" toothpaste belonging to daily chemical industry and "Wahaha" belonging to beverage industry as parent brands. On the basis of pre-survey analysis the shampoo and dairy category, respectively, are selected as the extension products of "Colgate" brand and "Wahaha" brand. Based on the conclusions of this article, I believe that companies engaged in the production and sale of fast moving consumer goods must enhance their core competitiveness. Only on the basis of perfect product quality and through marketing efforts, they can win the attention and love of the consumers of college students, making them have brand loyalty and brand association on core brand. Only in this way, enterprises in different stages of development carrying out brand extension, can continue to use the consumers of students’ established perceived quality of the enterprise's core brand, brand loyalty and brand association to produce positive evaluation of the extension products which transforms into purchasing power and produces good circulation effect. Specific measures can be carried out from the following aspects:(1)Improve the quality of the core products;(2)Promote the customers’ brand loyalty for core brand;(3)Establish a positive brand image, build brand association;(4)The development of brand marketing strategy to expand brand awareness.
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