品牌体验、信任与满意

本文探讨了消费者品牌体验对消费者品牌满意的影响,同时探讨了消费者品牌体验各维度之间的关系。品牌信任在消费者品牌体验对消费者品牌满意的影响中起中介作用。本文采用了结构方程模型。建议企业多增加品牌体验的措施以增加消费者的品牌体验,从而提升消费者对品牌的满意度。     

China top brand strategy and innovation

The Chinese economy appears the double-restraint characteristic at present stage including mainly resources restraint and market restraint. With the policy of reform and opening up, and especially after accelerating the two fundamental changes put forward by central government, the transformation of the economic growth mode achieved positive progress in China. There was still no brand from China mainland belonging to the 100 top world valuable brands according to Business Weekly of America in 2006. By 2007, a total of 1957 China top brand, 10 world famous China top brand are awarded in china to form a powerful enterprise group. But how to assess a brand is still troublesome. This paper shows the evolution of the policy and discusses the dilemma expecting the advice from the domestic and abroad.     

虚拟品牌社区成员参与的影响机制研究——基于畅快体验的视角

虚拟品牌社区是一个有效的传播平台,也是企业顾客关系管理的有效途径,而促进社区参与是虚拟品牌社区成功运营和发展的重要前提.基于体验的视角,建立包含社区价值、畅快体验、品牌认同的社区成员参与的影响机制模型,并对虚拟品牌社区成员参与的动机进行实证研究,得出结论:互动价值对社区参与有积极的影响作用;畅快体验在互动价值对社区参与...     

在做大商业品牌中正确处理六个关系

本文分析了入世后,上海企业家在做大商业品牌中,应正确处理好的六个关系,以及有关的述评。     

品牌竞争提升制造业能级的路径探究

随着越来越多的国际品牌登陆中国,国内本土制造业品牌是逐渐被兼并,还是收购其他企业壮大实力谋求更大的发展,已成为一个很现实的问题.制造业企业可以通过塑造品牌竞争力,提升制造创新能力、促进制造品牌规模优势发展,实现制造企业向现代企业制度转型,打造具有地域特色的区域制造业品牌和国际品牌,从而提升制造业能级.根据品牌竞争和制造...     

中国自主品牌汽车发展战略探讨

伴随着经济危机的发展,全球汽车市场发生了深刻变化。中国自主品牌汽车不仅面对着巨大的挑战,而且有了更多的机遇。通过对自主品牌汽车进行SWOT分析,分别从市场、技术、品牌和服务四方面提出自主品牌汽车的发展战略。     

网络游戏消费者行为的品牌经济分析——基于对“偷菜”游戏的分析

网络游戏偷菜在短时间内迅速流行,广大网民对其趋之若鹜。本文从品牌经济学角度分析网络游戏偷菜快速流行的内在原因,找到其目标顾客,构建需求和消费者行为模型,论证其品牌的内在驱动力,最后通过品牌持续度模型,证明该游戏品牌会持久存在。     

连锁品牌空间定位模型及经济分析

本文通过建立引入连锁品牌空间定位系数、价格、选择成本的需求函数,并以此模型解释了连锁品牌空间定位的决策是通过空间定位系数和品牌信用度共同作用而实现的。同时对连锁品牌空间定位问题分为同一连锁品牌不同商圈、同一连锁品牌同一商圈、不同连锁品牌同一商圈这三种情况进行了解释分析,并对一些现实进行了论证。在理论分析的基础上,本文提出了连锁品牌空间定位的空间定位系数—品牌信用度二维模型,并分别从选择高空间定位系数商圈和提高品牌信用度建设方面为现实中的连锁品牌提供了相应的策略。     

Perceived trade-off between education and sports career: evidence from professional football

To explore the attitudes towards risky career choices of young people in highly competitive environments, we surveyed almost 1000 football players in the youth academies of German professional clubs (Bundesliga), who must generally decide early in their careers whether or not to risk quitting school to focus solely on a professional football career. Based on the survey responses, we empirically analysed which factors influence these youths’ tendencies to choose a high-risk career option over a lower risk one. Our results seem to indicate that such risk taking in competitive environments can be explained by potential benefits expected from this decision, as well as judgments about the likelihood of achieving the desired career. Risk attitudes towards career choices vary by differences in individuals’ estimates of the potential benefits and in particular, in their own assessments of the likelihood of success, which is an important driver of risk acceptance. We also found that opportunity cost considerations influence risk acceptance: the better the low-risk option, the less willing the individual to give it up for a high-risk alternative. In addition, both national origin and level of cultural integration play a role in attitudes towards risky career choices, with reductions in the latter increasing the risk premium of quitting school.     

零售品牌形象构成要素实证研究

良好的品牌形象可以降低消费者购物过程中感知的风险,从而提高其满意度和忠诚度,作为一种独特的竞争优势,它又可以使企业获得强大的品牌资产,并为品牌延伸提供了依据.笔者试图通过问卷调查,从消费者的视角识别出零售品牌形象的主要构成要素.研究发现,零售品牌形象是一个多维的概念,它主要由31个指标构成并可以划分为7个纬度.与国际零售品牌相比,本土零售品牌的名称更容易为消费者记忆与传播,消费者对本土零售品牌名称的认知明显高于国际零售品牌.