基于消费者行为改变的民族品牌老化研究-企业管理专业论文.docxVIP

摘 摘 要 摘 要 在日益激烈的品牌竞争中，如何有效防止品牌老化已成为民族品牌首要面临的挑 战。若能明确影响民族品牌老化的因素及其影响程度，民族品牌管理者就能有针对性 的采取措施，重塑品牌并防止品牌进一步老化。其中，消费者行为改变是最重要的因 素。因此，民族品牌管理者应站在消费者的角度，把握由消费者行为改变引起的消费 需求改变。这样才能及时调整并跟进市场需求，争取更多的消费者资源，获得更高的 品牌知名度和认知度，在激烈的品牌竞争中立于不败地位。 本文首先在综合国内外学者相关的研究成果的基础上，界定了民族品牌及其老化 的概念、介绍了消费者行为及其对民族品牌老化的影响；其次，构建影响因素指标体 系，即 5 大影响因素及其 22 个测评指标，建立消费者行为改变影响民族品牌老化因 素的测评模型，研究民族品牌老化因素的影响程度；再次，引入系统熵的概念来描述 民族品牌老化，即以 5 大影响因素为自变量的加权法来描述民族品牌老化。最后，选 取民族品牌“两面针”，展开问卷调查，通过数据统计分析和偏最小二乘法作回归计 算得到各影响因素是否产生影响及影响程度，来判断影响某一品牌老化的主要成因， 并且提出了民族品牌老化的应对策略。 实证研究的结果表明，对某一具体的民族品牌（如两面针）而言，消费者价值观 念改变、消费偏好的改变、消费者生活方式改变、消费决策行为的改变以及消费世代 差异的改变对民族品牌老化具有显著影响。 关键词：民族品牌；品牌老化；消费者行为改变 I Ab Abstract Abstract With the competition in brand becoming increasingly fierce, how to effectively prevent brand aging has been the primary challenge faced by national brands. If the managers of national brands make clear the influencing factors of national brand aging and the influencing degree, then they can take specific countermeasures to remodel a brand and prevent its further aging. Among all countermeasures, changes in consumer behavior are the prime factor. Therefore, the managers of national brands should aware the changes in consumer demand caused by the changes in consumer behavior and immediately adjust and follow up market demand to compete for more consumers, gain higher brand recognition and brand awareness, finally make their brands remain invincible though in fierce competition. Based on the related research findings of domestic and overseas scholars, the article first defines the concepts of national brand and national brand aging and introduces consumer behavior and its influence on brand aging; Second, builds influencing factors index system, that is 5 influencing factors and 22 metrics, the article builds the factor model in which changes in consumer behavior influence national brand aging, studies the influencing factors of national brand aging and the influencing degree, and Third, the article introduces the co