消费者视角下提升品牌资产价值策略研究——基于品牌大米消费者感知成本的实证分析  

Research on Strategies for Improving Brand Equity Value from the Perspective of Consumers——An Empirical Analysis Based on Consumers’ Perceived Cost of Brand Rice

作　　者：于晓秋[1] 王欢 

机构地区：[1]黑龙江八一农垦大学理学院 [2]黑龙江八一农垦大学经济管理学院

出　　处：《价格理论与实践》2020年第3期127-130,共4页Price:Theory & Practice

基　　金：国家社会科学基金项目“基于‘粮安工程’的供应链视角下粮食质量安全的影响因素及预警研究”(编号:19BJY036);校研究生创新科研项目课题“消费者视角下大米品牌资产提升策略研究”(编号:YJSCX2019-Y88)。

摘　　要：面对市场激烈的品牌竞争,提升品牌资产价值是企业抢占市场份额的重要策略选择。本文基于消费者视角,以品牌大米为例,实证分析提升品牌资产价值的影响因素。同时,研究提高品牌资产价值的优化策略。研究发现:价格促销形式、产品质量及零售商形象与品牌资产价值间存在显著的正向影响;感知成本在影响因素与品牌资产价值间具有部分中介效应。生产经营企业只有满足消费者需求,降低消费者感知成本、提高产品质量、完善价格促销形式、改善零售商形象,才可以有效提升企业品牌资产价值,提升企业品牌的市场竞争力与影响力。Facing fierce brand competition in the market, enhancing the value of brand equity is an important strategic choice for companies to seize market share.This article is based on the consumer perspective.Take brand rice as an example to analyze the influencing factors that enhance the value of brand equity.At the same time,research on optimization strategies to increase the value of brand equity.The research found that there is a significant positive impact between the form of price promotion, product quality, retailer image and brand equity value.Perceived cost has a partial mediating effect between influencing factors and brand equity value.Only by satisfying consumer needs, reducing consumer perceived costs, improving product quality, improving price promotion forms, and improving retailer image, production and operation enterprises can effectively enhance the value of corporate brand equity and enhance the market competitiveness and influence of corporate brands.

关 键 词：品牌经济 品牌建设 品牌资产价值 感知成本 营销策略 

分 类 号：F326.11[经济管理—产业经济] F323.5