基于消费者认知的品牌定位模式研究
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摘要
品牌定位是品牌理论中的一个重要概念,在整个品牌理论体系中占有重要的地位。品牌定位战略及其在营销组合上的落实是建立品牌资产的基础,是决定品牌资产增值与否的关键性问题。本文的研究目的在于探讨品牌定位的基本模型和相关变量,为企业制定品牌定位决策提供一套系统的分析工具,以保证品牌定位的科学性和高效率。论文通过对品牌定位等相关文献的系统回顾,以现代管理理论为背景,具体运用现代市场竞争理论、现代品牌理论、现代心理学理论、现代传播学理论等相关理论和方法,结合对300名大学生和300位消费者的实际调研,对品牌定位的四个基本模型进行了实证分析,提出了整体品牌定位概念、四个基本品牌定位模式以及定位模式的关键结构变量。本文的基本结构如下:
第一章,论述了问题提出、研究的意义、研究方法、主要内容与研究框架。
第二章,品牌定位研究的理论回顾。对国内外学者就定位、品牌定位、品牌定位策略、品牌定位的基本问题、品牌定位研究存在的问题等进行了回顾。
第三章,基于心理认知的消费者品牌知识分析的概念框架。借助认知心理学理论、品牌理论等,构建了一个分析消费者品牌知识结构的概念框架,这个分析框架描述了构成消费者品牌知识的主要部分以及内在逻辑,为分析消费者心目中不同品牌的位置与竞争状况提供了一个心理图框,为消费者心智资源关键要素的提炼、定位模式的研究提供了理论基础。
第四章,四种基本品牌定位模式。在上一章研究的基础上,结合传统营销模式的研究与回顾,进行了实证的研究,探讨了消费者品牌认知的心理地图与核心要素,明确了四种基本的品牌定位模式,为第五章品牌定位模式内部结构的研究打下了基础。
第五章,四种基本品牌定位模式的关键结构要素研究。在综合前人研究的基础上,分别就品类定位模式、价格定位模式、体验定位模式和生活方式定位模式的定义及内部结构的关键变量提出了16个假设。
第六章,基于消费者品牌认知的品牌定位实证研究。通过消费者问卷调查和计算机软件统计分析,对第四章的4种核心品牌定位变量和第五章4种品牌定位模式内部的基本结构变量的16个假设进行了实证研究,探讨并论证了4种定位模式对消费者品牌差异化认知影响系数、权重、相关性以及16项假设的权重、相关性、主成分等。
第七章,结论与展望。在实证研究和整篇论文研究的基础上,对品牌定位模式、每个定位模式中的变量结构、营销上的意义等进行了探讨。指出了本项研究的不足之处和进一步努力的方向。
本文特别对以下三个方面做了大胆尝试,归纳出探索性的研究结论:
1.构建了消费者品牌知识分析的概念模型。在科学论证了“整体品牌定位”概念的基础上,借助当代认知心理学理论提出了消费者品牌知识分析的概念框架,为品牌定位模式的提出提供了理论前提,并采用消费者心理地图法,对消费者的品牌联想关键要素进行了提炼。
2.论证了基于消费者认知的四种基本品牌定位模式。根据消费者品牌知识框架的分析,提出了品类、价格、生活方式、体验四种基于消费者心智资源的营销组合模式。
3.诠释了四种基本品牌定位模式的内部结构和关键结构变量。对四种基本的品牌定位模式的相互关系及其内部关键结构性要素进行了的实证研究,并在实证研究的基础上,提出了相应的营销建议。
Brand Positioning, the most important concept, plays a very important part in the whole system of brand theory. The brand positioning strategy and carrying it out at the marketing mix are the bases for building brand equity and the key step at in creasing brand equity. This dissertation aims at exploring the fundamental model of brand positioning and relative variations that will help the marketing manager make the brand positioning decision by giving a systematic analyzing tool and protect the scientific and effective brand positioning decision. The dissertation first gives a literature review on brand positioning, and then it proposes four models and sixteen variations for brand positioning based on the relevant theories of market competition, brand, psychology, communication, semeiology and makes the conclusion according to the survey research on the 300 university students and 400 consumers. The research dedicates the four models and sixteen variations influencing the form of differential brand cognition of consumers.
The dissertation consists seven chapters as follows:
In chapter one, it introduces the study background, the meaning, frame, research methods and tools.
In chapter two, the relevant literature is reviewed and brand positioning is defined, which provides the foundation for the analysis of the author's viewpoints. On the basis of literature review, the nature of brand and relevant concepts brand positioning are studied. The dissertation also traces the theoretical development of brand positioning, analyzes and comments on the model for brand positioning in foreign countries.
In chapter three, starting with the analysis of nature of brand positioning, it establishes the consumer cognition map and frame of brand association.
In chapter four, the four core variations of brand positioning model are demonstrated based on the consumer's mental.
In chapter five, the dissertation put forward the sixteen hypothesis variations among the four models.
In chapter six, the dissertation makes up the sixteen hypothesis variations and the relationship among them.
In chapter seven, the dissertation gives a discussion about the conclusion and makes a check about the faults on this research and issues for further study. Further more, the dissertation discusses the implementation of the results on the marketing practice.
The innovations of this research are made in the following three aspects:
1 .This dissertation put forward the concept of whole brand positioning, which includes three levels. Based on the whole brand positioning concept, the dissertation establishes the frame of consumer association and the map of consumer mental. It demonstrates the four core factors that influence the forming of consumer's differential cognition about the brand.
2.The dissertation proposes the four brand positioning models based on the consumer's mental. All of these four brand positioning models influencing the consumer's brand cognition include: brand category positioning, brand price positioning, brand experience positioning and brand lifestyle positioning.
3.The dissertation advances the sixteen variations, which constructs the four brand positioning models and proofs the relationship among them. In the end, the dissertation demonstrates the sixteen variations hypothesis and discusses the implementation of the discoveries.
第一章,论述了问题提出、研究的意义、研究方法、主要内容与研究框架。
第二章,品牌定位研究的理论回顾。对国内外学者就定位、品牌定位、品牌定位策略、品牌定位的基本问题、品牌定位研究存在的问题等进行了回顾。
第三章,基于心理认知的消费者品牌知识分析的概念框架。借助认知心理学理论、品牌理论等,构建了一个分析消费者品牌知识结构的概念框架,这个分析框架描述了构成消费者品牌知识的主要部分以及内在逻辑,为分析消费者心目中不同品牌的位置与竞争状况提供了一个心理图框,为消费者心智资源关键要素的提炼、定位模式的研究提供了理论基础。
第四章,四种基本品牌定位模式。在上一章研究的基础上,结合传统营销模式的研究与回顾,进行了实证的研究,探讨了消费者品牌认知的心理地图与核心要素,明确了四种基本的品牌定位模式,为第五章品牌定位模式内部结构的研究打下了基础。
第五章,四种基本品牌定位模式的关键结构要素研究。在综合前人研究的基础上,分别就品类定位模式、价格定位模式、体验定位模式和生活方式定位模式的定义及内部结构的关键变量提出了16个假设。
第六章,基于消费者品牌认知的品牌定位实证研究。通过消费者问卷调查和计算机软件统计分析,对第四章的4种核心品牌定位变量和第五章4种品牌定位模式内部的基本结构变量的16个假设进行了实证研究,探讨并论证了4种定位模式对消费者品牌差异化认知影响系数、权重、相关性以及16项假设的权重、相关性、主成分等。
第七章,结论与展望。在实证研究和整篇论文研究的基础上,对品牌定位模式、每个定位模式中的变量结构、营销上的意义等进行了探讨。指出了本项研究的不足之处和进一步努力的方向。
本文特别对以下三个方面做了大胆尝试,归纳出探索性的研究结论:
1.构建了消费者品牌知识分析的概念模型。在科学论证了“整体品牌定位”概念的基础上,借助当代认知心理学理论提出了消费者品牌知识分析的概念框架,为品牌定位模式的提出提供了理论前提,并采用消费者心理地图法,对消费者的品牌联想关键要素进行了提炼。
2.论证了基于消费者认知的四种基本品牌定位模式。根据消费者品牌知识框架的分析,提出了品类、价格、生活方式、体验四种基于消费者心智资源的营销组合模式。
3.诠释了四种基本品牌定位模式的内部结构和关键结构变量。对四种基本的品牌定位模式的相互关系及其内部关键结构性要素进行了的实证研究,并在实证研究的基础上,提出了相应的营销建议。
Brand Positioning, the most important concept, plays a very important part in the whole system of brand theory. The brand positioning strategy and carrying it out at the marketing mix are the bases for building brand equity and the key step at in creasing brand equity. This dissertation aims at exploring the fundamental model of brand positioning and relative variations that will help the marketing manager make the brand positioning decision by giving a systematic analyzing tool and protect the scientific and effective brand positioning decision. The dissertation first gives a literature review on brand positioning, and then it proposes four models and sixteen variations for brand positioning based on the relevant theories of market competition, brand, psychology, communication, semeiology and makes the conclusion according to the survey research on the 300 university students and 400 consumers. The research dedicates the four models and sixteen variations influencing the form of differential brand cognition of consumers.
The dissertation consists seven chapters as follows:
In chapter one, it introduces the study background, the meaning, frame, research methods and tools.
In chapter two, the relevant literature is reviewed and brand positioning is defined, which provides the foundation for the analysis of the author's viewpoints. On the basis of literature review, the nature of brand and relevant concepts brand positioning are studied. The dissertation also traces the theoretical development of brand positioning, analyzes and comments on the model for brand positioning in foreign countries.
In chapter three, starting with the analysis of nature of brand positioning, it establishes the consumer cognition map and frame of brand association.
In chapter four, the four core variations of brand positioning model are demonstrated based on the consumer's mental.
In chapter five, the dissertation put forward the sixteen hypothesis variations among the four models.
In chapter six, the dissertation makes up the sixteen hypothesis variations and the relationship among them.
In chapter seven, the dissertation gives a discussion about the conclusion and makes a check about the faults on this research and issues for further study. Further more, the dissertation discusses the implementation of the results on the marketing practice.
The innovations of this research are made in the following three aspects:
1 .This dissertation put forward the concept of whole brand positioning, which includes three levels. Based on the whole brand positioning concept, the dissertation establishes the frame of consumer association and the map of consumer mental. It demonstrates the four core factors that influence the forming of consumer's differential cognition about the brand.
2.The dissertation proposes the four brand positioning models based on the consumer's mental. All of these four brand positioning models influencing the consumer's brand cognition include: brand category positioning, brand price positioning, brand experience positioning and brand lifestyle positioning.
3.The dissertation advances the sixteen variations, which constructs the four brand positioning models and proofs the relationship among them. In the end, the dissertation demonstrates the sixteen variations hypothesis and discusses the implementation of the discoveries.
引文
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