【作者】 何奎；

【导师】 赵德志；

【作者基本信息】 辽宁大学 ， 企业管理， 2013， 博士

【摘要】 随着市场经济的发展，商品日益丰富和多元化，带来了物质生产的相对过剩；加上科技的迅速发展，商品的同质化趋势日益明显，这使得市场竞争越来越激烈，企业依靠传统手段已经很难继续获得持续的竞争优势。为了生存和发展，企业开始不断地寻找获取新的竞争优势的源泉。20世纪90年代，人们发现将企业营销的关注点仅仅停留在产品、质量和技术层面上，获取持续竞争优势越来越困难。许多企业开始把目光转移到品牌上，通过建立独特的、难以模仿的品牌来继续保持有利的市场地位。当今世界已经进入品牌竞争的时代，品牌正在成为企业竞争最有力的武器，品牌竞争力也逐渐成为企业综合能力的重要外在表现。品牌竞争力的强弱决定了企业的生存和发展，而品牌竞争力的强弱最终是由顾客决定的。随着顾客品牌意识的不断增强，品牌已经成为其选择商品的重要依据，品牌必须外化为能被顾客感知到的具体利益和价值，才能被接受。这是因为，只有品牌为顾客创造了价值，才能受到欢迎和认可，品牌才能有市场，企业才能有效益，才能在激烈的市场竞争中立于不败之地。改革开放特别是加入世贸组织之后，国外品牌大量涌入国内市场，使得国内品牌的市场份额不断下降，企业面临着生存危机。虽然有一批国内品牌与外国品牌展开了激烈的竞争，通过实施品牌战略，抓住了产业和产品升级的时机，扩大了自己的市场份额，形成一定的品牌优势。但是与国外品牌相比，仍然存在很大的差距，品牌竞争力有待提高。本研究以顾客价值为基本立足点，选择顾客忠诚中介变量和消费动机调节变量对品牌竞争力进行研究。首先对相关变量文献进行综述。其次选择消费类电子产品作为调查对象，通过专家意见法确定了22个评价指标，并形成预测问卷。在正式调研前，对预测问卷中的题项进行了小样本测试，结果删除了2个指标，最终形成含有20个评价指标的调查问卷。对调查获得的数据进行了探索性因子分析和验证性因子分析，构建了包括4个层次20个评价指标的消费类电子产品品牌竞争力评价指标体系，并运用YAAHP0.5.2层次分析软件确定各指标的权重，计算了5个消费类电子产品品牌的竞争力，对该评级指标体系进行验证。再次根据对文献的梳理和变量间的逻辑关系构建了理论研究模型并提出研究假设。最后使用SPSS19.0统计分析软件和AMOS17.0结构方程模型对顾客价值、顾客忠诚、品牌竞争力和消费动机以及各维度之间的关系进行了验证，在数据处理时主要采用了信度分析、独立样本T检验、探索性因子分析、验证性因子分析、相关分析以及回归分析等多种方法，对研究假设进行验证，并提出相应的研究结论。本研究的结构具体安排如下：第一章，绪论。主要阐述了问题的研究背景、研究意义及研究目的与方法，并提出研究的内容、框架、结构与创新之处。第二章，相关文献研究综述。主要对顾客价值、顾客忠诚、品牌竞争力和消费动机的国内外相关文献进行综述。第三章，品牌竞争力评价指标体系的构建。首先选择消费类电子产品作为调查对象，通过专家意见法确定了22个评价指标，并形成预测问卷。其次使用小样本数据对预测问卷进行题项分析，删除2项没有鉴别度的题项，最终形成含有20个评价指标的调查问卷。第三，对调查问卷收集到的数据进行探索性因子分析和验证性因子分析，构建了包括4个层次20个评价指标的消费类电子产品品牌竞争力评价指标体系。第四，使用层次分析法确定各指标的权重，并计算了5个消费类电子产品品牌的竞争力，以验证本研究所构建的评价指标体系。第四章，顾客价值对品牌竞争力影响研究设计。首先构建了本研究的理论研究模型，并根据变量间的逻辑关系提出了研究假设。其次对分析方法予以介绍。第三，对各变量的测量量表形成的依据进行阐述。最后是问卷设计及数据收集整理，样本的描述性统计分析。第五章，顾客价值对品牌竞争力影响实证分析与讨论。首先使用SPSS19.0统计分析软件对各量表进行题项分析，验证题项是否显著。其次对测量量表整体及各分量表进行信度检验。第三，对各分量表进行探索性因子分析，利用降维的思想，通过研究众多变量间的内部依赖关系，探求观测数据中的基本结构，并用少数几个“抽象”变量来表示。第四，对各分量表进行验证性因子分析，检验模型的拟合度是否在可接受的范围内。第五，使用SPSS19.0统计分析软件的相关分析验证变量间的相关性。第六，利用回归分析对研究假设进行逐一验证。最后对分析的结果进行讨论。第六章，研究结论与建议。根据实证分析的结果，得出本文的研究结论，并指出研究的局限性和对未来研究的方向。希望通过本文的研究，可以为企业提高品牌竞争力提供理论依据。更多还原

【Abstract】 With the development of market economy, the commodity is increasingly rich anddiversified, which make the material production of relative surplus. Coupled with rapiddevelopment of science and technology, the goods homogenization is increasinglyobvious, which lead to fierce market competition. It is difficult for enterprises tocontinue to obtain a sustainable competitive advantage on traditional methods. In orderto survive and develop, enterprises are constantly looking for competitive advantagesource. In the1990s, it found that the concerns of corporate marketing were merelyproduct quality and technical level, and it was more difficult to obtain sustainablecompetitive advantage. Many companies began to shift attention to brand and maintain afavorable market position through the creation of a unique brand, which was difficult toimitate. The world has entered the area of brand competition now. The brand isbecoming the most powerful weapon of the enterprise competition. The brandcompetitiveness is important outward manifestation of the comprehensive ability.The strength of the brand competitiveness determined ultimately by the customerdetermines the survival and development of enterprises. With the growing awareness ofcustomer brand, the brand has been an important basis for their choice of goods. Thebrand must be externalized as specific interests and values perceived customer in orderto be accepted. It is because that welcomed and recognized market brand creates valuefor customers, by which enterprises can cost-effective and be invincible in the fiercemarket competition.Reform and opening up, especially after the accession to the WTO, foreign brandsinflux to the domestic market and decline market share of the domestic brands. Theenterprises face a crisis of survival. Although there are fierce competition between anumber of domestic brands and foreign brands, some domestic brands seize the chanceof the industry and product upgrades, and expand their market share and the formationof a certain brand. But compared with foreign brands, there are still a large gap betweenthe brand competitiveness, which needs to be improved.Based on the customer value, this paper selects customer loyalty as mediating variables and consumer motivation as adjustment variables of brand competitiveness.First, review relevant variables literature. Secondly, select consumer electronics surveyidentified22evaluations by expert advice to form the forecast questionnaire. Beforeresearch on the prediction questionnaire items, it is a small sample test that resultsremoved two indicators; the final formation of the official questionnaire contains20evaluations. Exploratory factor analysis and confirmatory factor analysis of the data isobtained by the investigation, which builds20evaluation includes four levels ofconsumer electronics brand competitiveness evaluation index system. It calculates thecompetitiveness of five consumer electronics brands to verify the rating index system byYAAHP0.5.2level weights analysis software. Next, based on the logical relationshipbetween the literature comb and variable, the paper builds theoretical model andproposes hypothesis. Finally, with SPSS19.0statistical analysis software andAMOS17.0structural equation model of customer value, customer loyalty, brandcompetitiveness, consumer motivation and each dimension of the relationship, thevalidation and reliability analysis is mainly used in the processing of the data,independent samples T-test, exploratory factor analysis, confirmatory factor analysis,correlation analysis and regression analysis, a variety of methods are used to verify thehypothesis, and the corresponding conclusions.The structure of this study is organized as follows:The first chapter is introduction. It mainly expounds the problems of the researchbackground, research significance, research purpose and method, research content,framework, structure and innovation.The second chapter reviewed the relevant literature research. Mainly on customervalue, customer loyalty, brand competitiveness and consumer motivation of the relatedliterature at home and abroad were reviewed.The third chapter is the brand competitiveness evaluation index construction. First,it selects consumer electronics as investigation object through the method of expertopinion.22evaluation indexes are determined, which form a questionnaire. Second, ituses a small sample data to predict the questionnaire item analysis, and deletes the twounidentified item of degrees, which eventually form contains20evaluation index of thequestionnaire. Third, the questionnaire collects data on exploratory factor analysis and confirmatory factor analysis, including four levels constructed evaluation index of20consumer electronics brand competitiveness evaluation index system. Fourth, it uses theanalytic hierarchy process to determine the weight of each index, and calculates thecompetitiveness of the five consumer electronics brand to verify the research institute ofbuilding evaluation index system.The fourth chapter is the customer value influence on brand competitivenessresearch design. First, it builds a theoretical model of this study according to the logicalrelationship among variables research hypotheses. Second, analysis method isintroduced. Third, it forms the measurement of each variable scale. Finally is thequestionnaire design, data collection and sample descriptive statistical analysis.The fifth chapter is empirical analysis and discussion of customer value on brandcompetitiveness. First is using SPSS19.0statistical analysis software on eachquestionnaire item analysis to verify that the question whether the significant. Second isoverall measurement scale and subscale reliability testing. Each subscale exploratoryfactor analysis is used to reduce the ideological dimension through the study of internaldependencies among the large number of variables to explore the basic structure of theobservational data with a few "abstract" variables to represent. Fourth, confirmatoryfactor analysis for each subscale test model is fit in within the acceptable range. Fifth isusing correlation analysis of the correlation between the authentication variable by theSPSS19.0statistical analysis software. Sixth, using of regression analysis verify theresearch assumptions one by one. Finally, the results of the analysis are discussed.The sixth chapter is the research conclusion and the suggestion. According to theresult of empirical analysis, this paper lists research conclusion, and points out thelimitation of the study and directions for future research.From the research of this article, it could provide theoretical basis for enterprises toenhance brand competitiveness.更多还原