【作者】 李津；

【导师】 罗永泰；

【作者基本信息】 天津财经大学 ， 企业管理， 2009， 博士

【摘要】 动漫产业的价值增长点是动漫品牌。动漫品牌是通过对原创作品中的经典形象、符号和价值观念进行提炼,赋予品牌的核心内涵,并运用现代传播思想和手段进行品牌传播和推广。通过创建的动漫品牌来扩大品牌知名度,进而通过品牌授权,向动漫衍生产品扩散,使其品牌不断增值。可以说原创动漫作品是其产业链的基础,而动漫品牌是其市场开发的引擎。本文从品牌资产理论的演化逻辑和结构解析着手,探求隐性需求与产出绩效之间的逻辑关系。在对品牌资产相关文献进行回顾和评述之后,寻找研究的空白点和机会。运用焦点组访谈技术和结构建模的方法,从消费者隐性需求出发,探讨其在品牌关系互动和产出绩效之间的关系。最后,建立基于消费者隐性需求的品牌形象识别方法以及品牌资产形成的结构路径,明确进一步研究的主题和方向。本文首先着眼于动漫品牌资产研究的现实背景、理论价值和逻辑框架的分析。本文主要从动漫品牌形象提升的必要性以及品牌资产理论内在逻辑整合的视角出发,分析隐性需求认知在品牌资产测量中的作用。首先分析了动漫产业快速发展的趋势,指出动漫品牌亟待价值提升和实现品牌的溢价效应,分析了动漫品牌动态成长的现实意义。其次,本文对传统的品牌资产理论进行评述和反思,并指出应从品牌资产内在逻辑的演进中,丰富品牌资产测量的内涵,系统分析顾客心智的要素以及隐性需求动机对品牌资产的影响。最后,说明了本文的研究框架和研究的创新之处。在品牌资产形成结构中引入内隐需求变量成为本文关注的焦点。文献研究回顾与评析中首先通过理论回顾,分析了品牌资产测量的四个主要阶段:即基于金融财务绩效、产品市场产出、顾客品牌关系、隐性需求认知等的品牌资产理论,对传统的基于金融财务绩效、产品市场产出和基于消费者的品牌资产理论进行综述。其次,分析新品牌金字塔建构中的相关隐性需求变量以及相关的理论和文献所做出的贡献,系统地分析了隐性需求在品牌资产研究中的发展历程以及关键的影响效果。最后,提出了本文研究的空白点和机会。本文力图结合定性的焦点组技术和定量的结构建模技术,对新品牌资产结构进行诠释。在焦点组访谈中着重勾画品牌隐性需求图谱。本章首先运用焦点组技术,对动漫品牌的隐性需求元素进行识别,并根据参与者的特征进行描述性统计分析。其次,针对显性需求和隐性需求消费者的配比样本,进行探索性分析;再次,提出隐性需求与传统品牌资产影响因素的逻辑模型,以及调研样本的选择,进行初步的模型设计。最后,考察了现有消费者和潜在消费者对于动漫产品的隐性需求动机差异,通过因子分析和纯化分析,进行结构产品的隐性需求动机差异和结构建模,并对实证分析的结果进行检验。在相关研究的基础上,本文加强了基于内隐需求的品牌资产形成机制研究及对未来研究方向进行展望。首先,分析提升品牌资产价值的途径以及不同调节因素对于品牌资产的影响。文章在末尾分析了消费者隐性需求研究对于品牌资产理论的贡献,并对立足于动漫产业的独特需求,实现品牌资产理论的创新具有重要借鉴意义。最后,指出了文章研究的局限以及未来需要进一研究的问题。更多还原

【Abstract】 The article starts from evolution of logic and analysis of structure of brand asset theory to seek the logical relationship of implicit demand and output performance. It tries to find out a gap and chance of the research after reviewing and a commentary of a series of documents about brand asset theory. It uses the approach of technology of focus group interviews and structural modeling and starts from implicit demand of consumers to discuss the relationship between the interaction of brand relationship and output effects. Lastly it builds up identification methods of brand images and structural route of formation of brand asset basis of consumer implicit demand and clear and definite the further theme and direction of the research.The background, theoretical value and logic framework of cartoon brand. Firstly, it starts from the necessity of promotion of anime brand image and the viewpoint of integration of the internal logic of brand asset theory to analyze the function of implicit demand cognition in the measurement of brand asset. It analyzes the fast development trend of animation industry and points out that it needs to promote the value of animation brand and realize premium effect of brand and analyzes the realistic meaning of dynamic pullulation of animation brand. Secondly, it comments and introspects the traditional brand asset theory and point out that it should enrich the cultivation of brand asset measurement and systematically analyze the essential factor of consumers’mentality and implicit demand motive’influence on brand asset. Lastly,it explains the frame and innovation of the article.Implicit demand has been introduced into structure of brand asset. It retrospects the theory and analyzes four main phases of brand asset measurement: financial performance, product market output, consumer brand relationship and implicit demand cognitive. Secondly, it summarizes traditional brand asset theory basis of financial performance and product market output. Thirdly, it analyzes influence of systematic analysis of implicit demand cognition on the development process of brand asset research. Lastly,it points out the gap and chances of the research.Interpretation to structure of brand asset by quanlity Focus Group interviews and quantity Structure equation model. Firstly, this chapter discerns the element for implicit demand of cartoon brands by focus technology. Descriptive statistical analysis is done according to the characteristics of participants. Secondly, this chapter brings forward the SEM of influencing factors of implicit demand and traditional brand equity and the choice of research sample. Thirdly this chapter analyzes to explore according explicit and implicit needs of consumers demand ratio samples. Finally it brings forward the lack of brand equity research and research opportunities of brand equity and image positioning based on the cognitive implicit demands.Mechanism analysis of the formation of brand equity animation based on implicit demand. This chapter studies the differences in motivation from existing consumers between potential consumers to animation products. It studies the differences in motivation and structure modeling of structural products through factor analysis and analysis of purification. Secondly, it analyzes the relationship between the different elements of brand and equity and the way of improving the brand image and enhancing the brand value of the assets. Finally, it explores the impact from the different factors to brand equity. Thirdly, it has an important reference to achieve the innovation about the theory of brand equity based on the unique needs of anime industry. Finally, it points out the limitations of the article and the future problem needed to study further.更多还原