終端渠道對服裝品牌資產(chǎn)影響的研究——以面子意識為調(diào)節(jié)變量.pdf

1、浙江理工大學(xué)碩士學(xué)位論文終端渠道對服裝品牌資產(chǎn)影響的研究以面子意識為調(diào)節(jié)變量姓名：宋凱申請學(xué)位級別：碩士專業(yè)：服裝設(shè)計與工程指導(dǎo)教師：季曉芬20120220終端染道對服裝66牌資產(chǎn)影響的研究——以面了意漢為調(diào)：W變量TheStudyAboutthemechanismofthegarmentbrandequityinfluencedbytheterminalchannels——FaceConsciousnessforModeratingv

2、ariablesAbstractRecently，theproblemabouthowthegamentbrandscanbettermeetthemarketneeds，andenhancetheirbrandvaluebecomemoreattractivePracticeshowsthatattentiontotheterminalchannelsanditsreasonabledesignandmanagementforente

3、rprisescancreateastrongcompetitiveadvantageand“Winningthechannel，terminalisking’’areacceptedbymorecompaniesAtthesametime，Diversifiedconsumerdemandisthetrend，beguntofocusontomeetthepsychologicalneedsandBrandcangiveconsume

4、rsthefeeloftrusting，andtheculturewouldhelptoenhancetheiridentityItismoreeasilytoachievethebrandvaluefromculturalperspectivetobuildtheterminalchannels，andgettwicetheresultwithhalftheeffortbyusingtheintangibleculturalfacto

5、rsinfluencetheconsumerAtpresent，althoughresearchesabouttheterminalchannelandbrandassethavemadesomeachievements，theculturalelementsiseasilytobeignored，SOthisstudyhasitstheoreticalandpracticalmeaningsCombinedwithmarketingm

6、anagement，brandmanagement，culturaleconomicsandconsumerbehaviorthisstudyadoptsthemethodologyofquantitativeandqualitative，toanalyzehowterminalchannelaffectsbrandassetThisstudyaimstostrengthenconsumers’identificationtobrand

7、，setupgoodbrandimages，andincreasesthemarketcompetitivethroughthedevelopmentofterminalchannel。Thebasicidea：onthebasisofanalyzinghowterminalchannelaffectsbrandasset，thestudypresentsanadjustmentfunctionoffaceawarenessthroug

8、htheprocessingofsortingdata，whichincludingbrandassets，terminalchannelandfaceawarenessThenonthebasisoftheformerresearches，thestudypresentsastudymodelwhichwillexplainthathowterminalchannelaffectsbrandassetSPSSisusedtotestt

9、hestudymodelandthreeconclusionsaredrawnasfollows：(1)TheancillaryfacilitiesofterminalchannelonlyhavearelativestronginfluenceonbrandawarenessandassociationdimensionTerminalchannelitselfanditsservicesbothhavepositiveeffecto