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论文编号：	5367
作者编号：	2120112414
上传时间：	2013/6/6 22:15:02
中文题目：	营销投入与要素品牌权益的关系研究 ——基于消费者视角
英文题目：	Research on Relationship between Marketing Spending and Equity of Ingredient Brand Based on the Perspective of Consumers
指导老师：	李桂华
中文关键字：	营销投入;要素品牌权益;结构方程模型
英文关键字：	Marketing Spending; Equity of Ingredient Brand; Structural Equation Modeling
中文摘要：	随着经济的发展，企业所面临的市场竞争环境更加复杂，而其竞争的强度也愈加强烈。品牌因能影响消费者的购买决策，其在企业竞争中的地位日益提高。品牌化在消费者市场上为企业赢得的价值是有目共睹的，然而在组织市场大多数要素产品供应商只针对最终产品供应商进行营销，而很少直接向最终消费者进行营销，因此面临着产品无人知晓以及被替代的风险。而且，这使得其在最终产品供应商的关系中也是很被动的。虽然要素产品供应商并不直接为消费者提供最终消费品，但是要素品牌在消费者进行购买决策时的影响却是显著的。因此，随着组织市场中竞争的加剧，要素产品供应商也逐渐开始意识到品牌化的重要性，迫切地需要消费者识别自己的企业、产品或服务，开始采取营销策略针对最终消费者开展营销活动。 本研究是基于消费者视角对营销投入与要素品牌权益的关系进行研究。通过文献回顾以及结合要素产品的特殊性开发了营销投入与品牌权益的量表，从品牌标识、广告支出以及公共关系三个方面构建了营销投入的维度。于此同时，从品牌知晓度、感知质量以及溢价支付意愿三个方面对要素品牌权益的维度进行构建。在此基础上，构建了营销投入与要素品牌权益的结构方程模型，并通过实证对模型进行验证。随后,通过组间对比分析对不同类型要素品牌的营销投入与品牌权益间的关系进行对比检验。 在实证研究中，运用AMOS17.0对样本数据进行分析，研究结果显示，品牌标识、广告支出以及公共关系对要素品牌知晓度有显著影响。品牌标识、广告支出对要素品牌感知质量有显著影响。公共关系对要素品牌溢价支付意愿有显著影响。但是，品牌标识以及广告支出对要素品牌溢价支付意愿的影响不显著，公共关系对要素品牌的感知质量的影响不显著。同时，组间分析的研究结果显示，运用不同的要素品牌分类数据对原有假设进行检验，在基础模型中获得验证的路径关系也都得到了验证。除此之外，品牌标识对溢价支付意愿的影响在可直接销售组别得到数据支持，而广告支出对溢价支付意愿的影响在不可直接销售组别也得到数据支持。
英文摘要：	With the development of economy, the competition which enterprises are facing in the market is more and more complex, and the strength of the competition has become even more intense. Brand can influence consumers' purchase decisions, so its position in the enterprises has improved. In the consumer market, the value of enterprises' brand is conspicuous. However, in the organization market, most of the ingredient suppliers only focus on marketing to the final product suppliers and rarely directly marketing to the final consumers, so ingredient suppliers face the risk of being unknowed and being replaced, which makes ingredient suppliers really passive in the relationship with the final product suppliers. Ingredient suppliers don't directly provide the final consumer with products, but the brand of ingredient influences consumers significantly while consumers do purchase decision. Therefore, with the more and more fierce competition in organization market, ingredient suppliers gradually begin to realize the importance of branding, and ingredient suppliers need urgently to let consumers identify their enterprises, products or services, so they start to take marketing strategies to attract the final consumers. This study explores the relationship between marketing spending and equity of ingredient brand from the perspective of consumers. Through the review of literature as well as a combination of the special nature of ingredient, this study develops a scale about marketing spending and equity of ingredient brand. Marketing spending includes brand identity, advertising spending and public relations. At the same time, equity of ingredient brand consists of brand awareness, perceived quality and purchase intention of premium. On this basis, this study builds a structural equation modeling about the relationship between the marketing spending and equity of ingredient brand, and at last the model is empirical verified. Subsequently, by multi-group comparisons, the relationship of different types of ingredient brand has also been verified. In empirical research, this study uses the software of AMOS17.0 to analyze sample data. The results show that brand identity, advertising spending and public relations have a positive effect on brand awareness. At the same time, brand identity, advertising spending have a significant impact on the perceived quality of ingredient brand. Public relations have a significant impact on purchase intention of premium. However, brand identity and advertising spending don’t have a significant impact on purchase intention of premium. At the same time, public relations don’t have a significant effect on perceived quality of ingredient brand. The results of multi-group comparisons show that when using data from different types of ingredient brand, the basis model is also applicative. In addition, when using data from the ingredient group can be selled in consumer market directly, brand identity has a significant impact on purchase intention of premium. At the same time, when using data from the ingredient group can’t be selled in consumer market directly, advertising spending has a significant impact on purchase intention of premium.
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