Structual Interpretation of a store Brand by the difference of the Structure of Competition

竞争结构差异对商店品牌的结构解读

• 批准号: 12630119
• 负责人: AKAOKA Hiroyuki
• 金额: $ 0.32万
• 依托单位: Mukogawa Women's University
• 依托单位国家: 日本
• 项目类别: Grant-in-Aid for Scientific Research (C)
• 财政年份: 2000
• 资助国家: 日本
• 起止时间: 2000 至 2001
• 项目状态: 已结题
• 来源: https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-12630119/
• 关键词: store brand; fastfood; McDonald; competition; location; structual meaning; ストア・ブランド; ブランドの意味解釈; 競争構造; ブランドの意味構造; 製品カテゴリー

This research applied the focus to the store brand, and discussed the content concerning a formation of the meaning of the brand and the relationship among competing companies.The store brand is "A set of the meaning at the store brand level which is the whole of a shop formed on customer' s perception or plural shops", and the meaning formation to customer's shop is done through the service and the product offered in the shop, the price, the atmosphere of the shop, and the activity of marketing (advertisements etc).However, being decided in a relative relation to other competed shops is also incontrovertible to the evaluation of the product and service in the shop.Then, we investigated whether the difference of the structure of competition gave any influence to the formation of the meaning of the store brand, by assuming the structural meaning of brands as a network which was composed of the core meaning and the fringe meaning, and the structure of competition as the shop location.The fastfood shop (seven companies such as McDonald, Mos Burger, and Mister Donut) was made a case study, and the questionnaire survey was done (Testees are 100 women who live in Kansai and the Kanto area).As a result, it has been understood that the store brand evaluation is high like a lot of fastfood shops which exist in consumer' s living space.Moreover, it was admitted in some degree though a significant result was not statistically obtained for the hypothesis "The content of the meaning of each store brand changed, too, if the combination of rival shop in consumer's living space was different".

本研究将重点放在商店品牌上，讨论了有关品牌含义形成和竞争公司之间关系的内容。商店品牌是“商店品牌层面的含义的集合，是在顾客认知中形成的商店或多个商店的整体”，顾客商店的含义形成是通过商店提供的服务和产品、价格、商店氛围以及营销活动（广告）来完成的。 然而，以与其他竞争店铺的相对关系来决定，对于店铺内的产品和服务的评价也是无可争议的。然后，我们将品牌的结构意义假设为由核心意义和边缘意义组成的网络，将竞争结构假设为店铺位置，考察竞争结构的差异是否对店铺品牌意义的形成产生影响。快餐店（7家公司，如 以麦当劳、Mos Burger、Mister Donut为案例，进行了问卷调查（受试者为居住在关西和关东地区的100名女性）。结果表明，与消费者生活空间中存在的许多快餐店一样，该商店的品牌评价很高。此外，虽然对于“含义的内容”的假设没有统计出显着的结果，但在一定程度上承认了这一点。 如果竞争对手商店在消费者生活空间中的组合不同，那么每个商店品牌的价值也会发生变化”。