摘 要
随着市场竞争的日益激烈，品牌形象在企业市场竞争力中的作用愈发凸显。本研究旨在深入探讨品牌形象对企业市场竞争力的影响机制，基于国内外相关理论研究成果，结合中国本土市场特征，以120家制造业上市企业为样本，通过问卷调查、深度访谈和案例分析等多方法交叉验证的方式获取一手数据，并运用结构方程模型进行实证分析。研究发现，良好的品牌形象不仅能够直接提升企业的市场份额和盈利能力，还能间接通过增强顾客忠诚度、优化供应链关系来强化市场竞争力；同时，品牌形象对不同规模和发展阶段的企业影响存在差异性，对于中小企业而言，其正向影响更为显著。
关键词：品牌形象 市场竞争力 品牌认知
Abstract
With the increasingly fierce market competition, the role of brand image in the market competitiveness of enterprises is more prominent. This study aims to explore the influence of brand image on enterprise market competitiveness, based on the relevant theoretical research at home and abroad, combined with the characteristics of the local market, with 120 manufacturing listed companies as samples, through the questionnaire survey, in-depth interviews and case analysis of cross validation method for data, and use the structure equation model for empirical analysis. It is found that a good brand image can not only directly improve the market share and profitability of enterprises, but also indirectly strengthen the market competitiveness by enhancing customer loyalty and optimizing supply chain relationship. At the same time, the brand image has different effects on different sizes and development stages of enterprises, and the positive impact for small and medium-sized enterprises.
Keyword: brand image Market competitiveness Brand cognition
目 录
1绪论 5
1.1研究背景与意义 5
1.2国内外研究现状 5
1.3研究方法与技术路线 5
2品牌形象的构成要素分析 6
2.1品牌标识与视觉形象 6
2.2品牌文化与价值观 7
2.3品牌口碑与顾客感知 7
3品牌形象对企业竞争力的影响机制 8
3.1市场认知度提升路径 8
3.2顾客忠诚度形成机理 9
3.3竞争优势的构建方式 9
4品牌形象塑造策略及其效果评估 10
4.1品牌传播渠道选择 10
4.2品牌营销活动设计 10
4.3品牌形象效果评价体系 11
5结论 12
参考文献 13
致谢 14
随着市场竞争的日益激烈，品牌形象在企业市场竞争力中的作用愈发凸显。本研究旨在深入探讨品牌形象对企业市场竞争力的影响机制，基于国内外相关理论研究成果，结合中国本土市场特征，以120家制造业上市企业为样本，通过问卷调查、深度访谈和案例分析等多方法交叉验证的方式获取一手数据，并运用结构方程模型进行实证分析。研究发现，良好的品牌形象不仅能够直接提升企业的市场份额和盈利能力，还能间接通过增强顾客忠诚度、优化供应链关系来强化市场竞争力；同时，品牌形象对不同规模和发展阶段的企业影响存在差异性，对于中小企业而言，其正向影响更为显著。
关键词：品牌形象 市场竞争力 品牌认知
Abstract
With the increasingly fierce market competition, the role of brand image in the market competitiveness of enterprises is more prominent. This study aims to explore the influence of brand image on enterprise market competitiveness, based on the relevant theoretical research at home and abroad, combined with the characteristics of the local market, with 120 manufacturing listed companies as samples, through the questionnaire survey, in-depth interviews and case analysis of cross validation method for data, and use the structure equation model for empirical analysis. It is found that a good brand image can not only directly improve the market share and profitability of enterprises, but also indirectly strengthen the market competitiveness by enhancing customer loyalty and optimizing supply chain relationship. At the same time, the brand image has different effects on different sizes and development stages of enterprises, and the positive impact for small and medium-sized enterprises.
Keyword: brand image Market competitiveness Brand cognition
目 录
1绪论 5
1.1研究背景与意义 5
1.2国内外研究现状 5
1.3研究方法与技术路线 5
2品牌形象的构成要素分析 6
2.1品牌标识与视觉形象 6
2.2品牌文化与价值观 7
2.3品牌口碑与顾客感知 7
3品牌形象对企业竞争力的影响机制 8
3.1市场认知度提升路径 8
3.2顾客忠诚度形成机理 9
3.3竞争优势的构建方式 9
4品牌形象塑造策略及其效果评估 10
4.1品牌传播渠道选择 10
4.2品牌营销活动设计 10
4.3品牌形象效果评价体系 11
5结论 12
参考文献 13
致谢 14
