|
In today 's society , the customer 's brand awareness is growing, not only the value of the product cost , and the pursuit of spiritual satisfaction in the process of purchase and consumer products , the brand has become the core elements of the customer to select products . Competition among enterprises become more brand competition , brand competitiveness has gradually become the most important manifestation of a comprehensive competitiveness of enterprises . Therefore , in-depth study of the competitiveness of the brand has important practical significance , increasingly subject to the attention of businesses and academics . This article from the perspective of the customer value to study the competitiveness of the brand , using a combination of qualitative and quantitative analysis , trying to answer why and how customer value gaining access to brand competitiveness , the core issue of the Strategic Management . The thesis is divided into five chapters . The first chapter of the research background , significance , research methods and brand competitiveness research status ; Chapter II through the analysis and evaluation of customer value theory , to redefine the meaning of customer value and focuses from the influencing factors of brand choice , the summary of the driving factors of customer value ; Chapter III on the basis of analysis of the competitiveness of the traditional brand metrics defective , built from the perspective of consumer behavior tendencies brand competitiveness metrics system , followed by products from the system three angles , multidimensional competition , enterprise resource to demonstrate the relationship between customer value and brand competitiveness , build a brand competitiveness model based on customer value ; Chapter exploratory customer value terms set based on select laptops individual buyers as the empirical object survey line statistical analysis of the sample data using SPSS 16.0 software , through pre-testing , formal testing , data analysis, reliability analysis, validity analysis, regression analysis of the six steps , the empirical relationship between customer value and brand competitiveness . Papers last chapter from the point of view of the customer value points to improve brand competitiveness strategy , and supported by case analysis .
|