發(fā)布時(shí)間：2018-04-29 14:05

  本文選題：仿冒奢侈品購(gòu)買者 + 品牌溢價(jià)��； 參考：《哈爾濱工業(yè)大學(xué)》2013年碩士論文

【摘要】：隨著中國(guó)經(jīng)濟(jì)不斷地發(fā)展，人們的生活水平也伴隨發(fā)展起來(lái)，使得人們的生活概念和生活方式有很大的變化。一般的產(chǎn)品不能滿足消費(fèi)者的追求，他們追求奢侈品牌。目前奢侈品面臨了很大的困擾，不僅是品牌競(jìng)爭(zhēng)對(duì)手還有仿冒品，仿冒品的問(wèn)題不僅侵犯了知識(shí)產(chǎn)權(quán)法，損壞了國(guó)家生產(chǎn)的名譽(yù)以及影響了國(guó)產(chǎn)的發(fā)展，很多人認(rèn)為奢侈品與仿冒品之間很明顯地自己有市場(chǎng)定位，可是仿冒品對(duì)使用真品的購(gòu)買者也造成了不良的影響。因此，除了經(jīng)濟(jì)有關(guān)條件之外，品牌也應(yīng)該考慮其他方案為了對(duì)待仿冒品。 為了品牌能夠創(chuàng)造有效的營(yíng)銷策略，本論文通過(guò)很多參考文獻(xiàn)得知了很多相關(guān)仿冒購(gòu)買者的行為、購(gòu)買動(dòng)機(jī)與購(gòu)買意愿的流程以及購(gòu)買仿冒品的相關(guān)因素，得知了仿冒品有利有弊，仿冒品雖然造成不良的影響，它還存在好的方面，很多研究者的研究結(jié)果指出了經(jīng)歷購(gòu)買過(guò)仿冒品有傾向購(gòu)買真品的機(jī)會(huì)，為了更加了解仿冒購(gòu)買者對(duì)品牌價(jià)值有如何觀念，本研究使用品牌溢價(jià)的理論包括品牌知名度、感知價(jià)值、感知質(zhì)量、品牌聯(lián)想和品牌忠誠(chéng)度的五個(gè)變量進(jìn)行衡量仿冒消費(fèi)者的品牌忠誠(chéng)影響因素，并且選取了皮包與名牌包包的仿冒品之類，然后通過(guò)問(wèn)卷調(diào)查方式來(lái)收集數(shù)據(jù)，回收的358份問(wèn)卷調(diào)查，運(yùn)用SPSS軟件進(jìn)行分析數(shù)據(jù)，運(yùn)用了測(cè)量問(wèn)卷信度分析方法、測(cè)量各變量的KMO值和巴特球體檢驗(yàn)分析、因素分、相關(guān)分析與回歸分析，發(fā)現(xiàn)仿冒奢侈品購(gòu)買者對(duì)品牌存在忠誠(chéng)度。品牌溢價(jià)核心理論的的變量包括品牌知名度、感知價(jià)值、感知質(zhì)量及品牌聯(lián)想在仿冒消費(fèi)者的角度來(lái)說(shuō)是對(duì)品牌忠誠(chéng)度有影響的，，最有顯著的因素是感知社會(huì)價(jià)值，其次是品牌聯(lián)想、品牌知名度與最后是感知實(shí)物質(zhì)量，這可以說(shuō)明仿冒消費(fèi)者因奢侈品的品牌價(jià)值帶動(dòng)豐富的價(jià)值而吸引他們購(gòu)買，可是感知價(jià)值的程度沒(méi)有達(dá)到愿意支付溢價(jià)的程度，或者購(gòu)買行為的過(guò)程中產(chǎn)生了影響變量使消費(fèi)者選擇消費(fèi)了仿冒品，可是他們對(duì)品牌的深情是存在忠誠(chéng)度。
[Abstract]:With the continuous development of Chinese economy, people's living standard also develops, which makes people's life concept and life style change greatly. The average product cannot satisfy the consumer's pursuit, they pursue the luxury brand. At present, luxury goods are facing great difficulties, not only for brand competitors but also for counterfeit goods. The problem of counterfeit goods not only infringes on intellectual property laws, damages the reputation of national production, and affects the development of domestic production. Many people believe that there is a clear market position between luxury and counterfeit goods, but counterfeiting also has a negative impact on buyers of genuine goods. Therefore, in addition to economic conditions, brands should also consider other options to deal with counterfeit goods. In order to create an effective marketing strategy, this paper has learned a lot about the behavior of counterfeiting buyers, the process of purchase motivation and purchase intention, and the factors related to the purchase of counterfeit goods through a lot of references. Having learned that counterfeit goods have advantages and disadvantages, and that counterfeiting products have a negative impact, they still have good aspects. Many researchers have pointed out that they have experienced the opportunity of buying fake goods that have a tendency to buy genuine goods. In order to understand how counterfeiting buyers think about brand value, this study uses the theory of brand premium including brand awareness, perceived value, perceived quality. Five variables of brand association and brand loyalty were used to measure the influence factors of brand loyalty of counterfeit consumers, and the fake products of leather bag and brand name bag were selected, and then the data were collected by questionnaire. Three hundred and fifty-eight questionnaires were collected, and the data were analyzed by SPSS software. The reliability analysis method was used to measure the KMO value of each variable and Bart sphere test analysis, factor score, correlation analysis and regression analysis. Found that counterfeit luxury buyers have loyalty to the brand. The variables of the core theory of brand premium include brand awareness, perceived value, perceived quality and brand association, which have an impact on brand loyalty from the perspective of counterfeit consumers, and the most significant factor is perceived social value. The second is brand association, brand awareness and, finally, perceived physical quality, which shows that fake consumers attract them to buy because of the rich value driven by the brand value of luxury goods. But the perceived value does not reach the level of willing to pay a premium, or the process of buying the process of influence variables made consumers choose to consume counterfeit goods, but their deep affection for the brand is the existence of loyalty.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.56;F723

【參考文獻(xiàn)】

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本文編號(hào)：1820249