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西方品牌名称对品牌个性的影响-为什么中国公司决定在国内市场采用西方品牌战略

作　者: Perrine Duplouich
导　师: 高松
学　校: 华东理工大学
专　业:
关键词: 营销品牌推广产品开发刍议品牌个性商标名称客户行为中国
分类号: F713.56
类　型: 硕士论文
年　份: 2013年
下　载: 8次
引　用: 0次
阅　读: 论文下载

内容摘要

选取一个相关的品牌名字是一种产品发展的基础。许许多多的中国公司决定对他们的产品名采用外国特色的名字并且将西方品牌渗入于品名中,而这些产品只在中国销售。本论文目的是综合分析这些只处在中国的中国公司却选择将自己的品牌打造成西方特色的市场战略,以此吸引他们的客户市场的原因。而且,通过比较两种来自中国的相同产品不同名称,一种只采用中国语言和特色,另一种具有西方特色,论文采用了Aaker(1997)的品牌个性维度量表。这种对比的主要目的是衡量出在中国客户的思想中,适当的西方特色的品牌对于他们购买的个人说服力,以及总结出合理的西方特色的品牌在多大程度上影响着客户的行为和态度。最后,本次的研究中还将探究西方特色的战略是否有着十分积极的影响。为了完成目标,本论文第一部分用于阐述学术文献的研究现状,并且,还将通过对中国公司中的市场总裁们的访问来收集更多的相关信息。第二部分将主要根据一种标准的组合和Aaker(1997)品牌个性维度量表的五个维度,开展对中国消费者的问卷调查,其中,Aaker的模型已经很成功地被运用于消费者行为的众多调查中。因此,Aaker模型的五个维度将会是本次研究中的主要的品牌个性的主要分析因素。

全文目录

Abstract  5-6
摘要  6-7
Table of Contents  7-11
Ⅰ Introduction  11-13
  1.1 Problem Dennition  11
  1.2 Research Signincance  11-12
  1.3 Research o bjectives  12
  1.4 Research Framework  12-13
Ⅱ Theories & Literature Review  13-22
  2.1 Brand Name  13
  2.2 Types of Brand Names  13-14
  2.3 Brand Personality  14-15
  2.4 The Dimensions of Brand Personality by Jennifer Aaker  15-16
  2.5 Brand Image  16-17
  2.6 Brand Awareness  17
  2.7 Brand Identity  17-18
  2.8 Brand Equity  18-20
  2.9 Branding  20
  2.10 Consumer BehavioF  20-21
  2.11 Brand Positioning  21-22
Ⅲ Western Branding in China  22-37
  3.1 Western Branding:A Widely Spread Tool in China  22-26
    3.1.1 Da Vinci  22-23
    3.1.2 Kaltendin  23-24
    3.1.3 Saint Marc  24-25
    3.1.4 Yes PPG! and USA Ton  25
    3.1.5 Qiaodan  25-26
  3.2 How to Make a Chinese Brand Look Western?The Different Strategies  26-31
    3.2.1 Choosing a Western Connoted Brand Name  26-28
    3.2.2 Communicating Like a Western Brand  28-31
  3.3 The Reasons Why Chinese Companies Use Western Branding:Hypothesis  31-37
    3.3.1 Western Brands Are Said to Be More Elegant and Trendy in China  32-33
    3.3.2 Western Brands May Be Exotic For Chinese Consumers  33
    3.3.3 Western Brands are More Difficult to Get  33
    3.3.4 Western Brands Seem to be Upper Class  33
    3.3.5 Western Brands Appear as More Reliable and Safer  33-34
    3.3.6 Buying Western Brands is a Way of Preserving Mianzi  34
    3.3.7 Conclusion  34-37
Ⅳ Empirical Study and Data Analysis on Western Branding  37-72
  4.1 Interview  37-44
    4.1.1 Interviewing Process  37-38
    4.1.2 Interview Results  38-43
      4.1.2.1 Question Number 1  38-41
      4.1.2.2 Question Number 2  41
      4.1.2.3 Question Number 3  41-43
    4.1.3 Conclusions  43-44
  4.2 Questionnaire  44-72
    4.2.1 Applied Methodology  44-45
    4.2.2 Questionnaire Results  45-72
      4.2.2.1 Personal Information Section  45-50
        4.2.2.1.1 Question Number 1  45-46
        4.2.2.1.2 Question Number 2  46-47
        4.2.2.1.3 Question Number 3  47-48
        4.2.2.1.4 Question Number 4  48-50
      4.2.2.2 Brand Personality Section  50-56
        4.2.2.2.1 Question Number 5  50-51
        4.2.2.2.2 Question Number 6  51-52
        4.2.2.2.3 Implications of Questions Number 5 and 6  52-55
          4.2.2.2.3.1 The Effect of the Brand Name "Fleur de Neige" on the SincerityDimension  53-54
          4.2.2.2.3.2 The Effect of the Brand Name "Fleur de Neige" on the CompetenceDimension  54
          4.2.2.2.3.3 The Effect of the Brand Name "Fleur de Neige" on the SophisticationDimension  54
          4.2.2.2.3.4 The Effect of the Brand Name "Fleur de Neige" on the RuggednessDimension  54-55
          4.2.2.2.3.5 The Effect of the Brand Name "Fleur de Neige" on the ExcitementDimension  55
        4.2.2.2.4 Conclusion on the Brand Personality Section  55-56
      4.2.2.3 Customer Behavior Section  56-72
        4.2.2.3.1 Question Number 7  56-58
        4.2.2.3.2 Question Number 8  58-59
        4.2.2.3.3 Question Number 9  59-61
        4.2.2.3.4 Question Number 10  61-62
        4.2.2.3.5 Question Number 11  62-63
        4.2.2.3.6 Question Number 12  63-64
        4.2.2.3.7 Question Number 13  64-65
        4.2.2.3.8 Question Number 14  65-68
        4.2.2.3.9 Question Number 15  68-69
        4.2.2.3.10 Question Number 16  69-71
        4.2.2.3.11 Conclusion on the Customer Behavior Section  71-72
Ⅴ Conclusion and Implications  72-76
  5.1 Summary  72-74
  5.2 Implications  74-76
References  76-81
Appendix  81-94
Acknowledgements  94-95
卷内备考表  95

西方品牌名称对品牌个性的影响-为什么中国公司决定在国内市场采用西方品牌战略

内容摘要

全文目录

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