I 摘要 在现代市场竞争中，品牌在营销实践中体现出强势价值而逐渐成为一种新的竞争 形式和竞争方法。由于品牌价值依附于品牌资产而存在，因此，将品牌资产作为研究 对象，不断优化企业品牌资产，全面提升其价值是每个企业发展壮大的必经之路。藤 椒油作为近年来调味料行业的新兴领域，其迅猛的发展势头决定了残酷的市场竞争， 而品牌则是带领企业赢得竞争胜利的有效武器，对企业发展具有重要意义。 品牌资产的丰硕研究成果为本文工作开展提供了有力指导。首先，通过对相关文 献的梳理以及测量模型的比较，选取了BAV模型作为本文测量模型。其次，在访谈 企业管理层和消费者基础上梳理出企业存在的主要问题。最后，选取四位主要竞争对 手作为参照点，借鉴国内外成熟的品牌资产量表编制调查问卷，利用软件进行因子分 析等数据分析工作，清楚掌握了样本企业品牌总资产状况以及眉山、成都不同市场分 区域的品牌资产状况，并分别绘制了品牌总资产及分区域品牌资产矩阵图。 经过测量分析，幺麻子品牌资产总体表现良好，处于市场领导者地位。在分区域 测量中，幺麻子在大本营眉山地区表现强势，是市场的领导者；而在成都地区，幺麻 子则属于新入品牌，品牌实力和品牌地位明显减弱。 根据研究结果，本文对幺麻子在不同市场区域的品牌资产表现分别提出了不同的 管理发展思路，针对在本地外区域知名度不高、忠诚客户不多等一系列问题提出相应 解决措施，对企业今后有效提升品牌资产价值、建立强势品牌提供了参考性意见。由 于研究局限本文未对品牌资产进行长期的跟踪研究，其可能存在动态变化，这也为未 来的深入研究指明了方向。 关键词：顾客品牌资产；品牌资产测量；品牌资产管理；藤椒油 论文类型：专题研究 西南科技大学硕士学位论文 II ABSTRACT Inthemodernmarketcompetition,thebrandembodiesthestrongvalueinthemarketing practiceandgraduallybecomesanewformandmethodofcompetition.Asbrandvalue dependsonbrandequity,itistheonlywayforeveryenterprisetodevelopandgrowby takingbrandequityastheresearchobject,optimizingbrandequityandimprovingitsvalue inanall-roundway.Asanewfieldofseasoningindustryinrecentyears,Tengjiaooil's rapiddevelopmentdeterminesthecruelmarketcompetition,andbrandisaneffective weapontoleadenterprisestowinthecompetition,whichisofgreatsignificancetothe developmentofenterprises. Theabundantresearchresultsofbrandequityprovidestrongguidancefortheworkofthis paper.Firstofall,bycombingtherelevantliteratureandcomparingthemeasurement models,theBAVmodelisselectedasthemeasurementmodelofthispaper.Secondly,on thebasisofinterviewswiththemanagementandconsumers,themainproblemsofthe enterprisearesortedout.Finally,fourmajorcompetitorsareselectedasreferencepoints, andthematurebrandequityscalesathomeandabroadareusedforreferencetoprepare questionnaires,andthesoftwareisusedforfactoranalysisandotherdataanalysiswork,so astoclearlygraspthetotalbrandequitystatusofsampleenterprisesandthebrandequity statusofdifferentmarketsinMeishanandChengdu,andrespectivelydrawthetotalbrand equityandthebrandequitymomentofdifferentregionsArray. Aftermeasurementandanalysis,yaomazibrandequityoverallperformanceisgood,inthe marketleaderposition.Intheregionalmeasurement,yaomaziisthemarketleaderwith strongperformanceinMeishan,thebasecamp,whileinChengdu,yaomaziisanewbrand withobviousweakeningofbrandstrengthandbrandposition. Accordingtotheresearchresults,thispaperputsforwarddifferentmanagementand developmentideasforthebrandequityperformanceofyaomaziindifferentmarketregions, andputsforwardcorrespondingsolutionsforaseriesofproblemssuchaslowvisibilityand lessloyalcustomersinthelocalandforeignregions,whichprovidesreferenceforthe enterprisetoeffectivelyimprovethebrandequityvalueandestablishastrongbrandinthe future.Duetothelimitationsofthestudy,thispaperdoesnotconductalong-term follow-upstudyonbrandequity,whichmayhavedynamicchanges,whichalsopointsout thedirectionforfurtherresearchinthefuture. KEYWORDS：Customerbrandequity;Brandequitymeasurement;Brandequitymanagement;Rattan pepperoil TYPEOFTHESIS：ThematicResearch 西南科技大学硕士学位论文 IV 目录 1绪论........................................................................................................................................1 1.1研究背景.........................................................................................................................1 1.2研究意义.........................................................................................................................1 1.3研究内容和研究方法.....................................................................................................2 1.3.1研究内容...................................................................................................................2 1.3.2研究方法 ................................................................................................................... 2 1.4研究创新.........................................................................................................................3 2文献综述................................................................................................................................4 2.1品牌的概念.....................................................................................................................4 2.2品牌资产理论及相关研究.............................................................................................4 2.2.1品牌资产的概念.......................................................................................................4 2.2.2消费者品牌资产经典模型介绍 ............................................................................... 5 2.2.3国内对品牌资产的研究 ........................................................................................... 8 2.2.4模型比较 ................................................................................................................... 9 2.2.5研究评述 ................................................................................................................... 9 2.3消费者认知...................................................................................................................10 3幺麻子公司品牌资产管理的现状及存在的问题..............................................................11 3.1幺麻子公司概况...........................................................................................................11 3.2幺麻子品牌资产建设现状...........................................................................................11 3.3品牌资产管理存在的问题...........................................................................................14 3.3.1品牌知名度不高 ..................................................................................................... 15 3.3.2品牌忠诚度不强 ..................................................................................................... 15 3.3.3品牌差异性不明显 ................................................................................................. 16 3.3.4品牌关联度较弱 ..................................................................................................... 16 3.3.5产品外观太普通 ..................................................................................................... 17 3.3.6基础保障不到位 ..................................................................................................... 17 4基于BAV模型的样本企业品牌资产测量.......................................................................19 4.1调查研究设计...............................................................................................................19 4.1.1研究对象的选择 ..................................................................................................... 19 目录 V 4.1.2量表选择及问卷设计 ............................................................................................. 20 4.1.3样本分布状况 ......................................................................................................... 20 4.1.4描述性统计分析 ..................................................................................................... 21 4.2量表信效度检验...........................................................................................................22 4.2.1结构效度检验 ........................................................................................