本文選題：液態(tài)奶 + 品牌形象��； 參考：《內(nèi)蒙古財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：隨著經(jīng)濟(jì)社會(huì)的發(fā)展,近年來,乳制品行業(yè)的勢(shì)頭發(fā)展迅猛,逐漸成為了我國發(fā)展最快的行業(yè)之一。一方面,液態(tài)奶作為乳制品的第一大品類,消費(fèi)者對(duì)其的消費(fèi)偏好較其他乳制品要高很多,消費(fèi)總量也在不斷上升,市場(chǎng)前景廣闊。另一方面,由于生產(chǎn)者眾多導(dǎo)致的該市場(chǎng)競爭也日趨白熱化,行業(yè)平均利潤也呈下降趨勢(shì)。該市場(chǎng)的競爭模式已經(jīng)從產(chǎn)品時(shí)代過渡到了品牌時(shí)代,品牌成為了各大企業(yè)的核心競爭力。在此背景下,本研究以液態(tài)奶消費(fèi)者為研究對(duì)象,在回顧國內(nèi)外學(xué)者有關(guān)品牌形象模型研究的基礎(chǔ)上,以貝爾模型為基礎(chǔ),結(jié)合行業(yè)的具體特點(diǎn),通過加入營銷形象到品牌形象中來,使得本研究的品牌形象的維度更豐富,更全面。同時(shí),將顧客感知價(jià)值這一中介變量加入,創(chuàng)建了一個(gè)“品牌形象——顧客感知價(jià)值——消費(fèi)者購買意愿”這樣一個(gè)新的路徑來研究三者之間的作用機(jī)理。通過利用spss17.0及其他分析軟件對(duì)實(shí)際調(diào)查收回的數(shù)據(jù)進(jìn)行分析,最終不僅驗(yàn)證了品牌形象新維度劃分的正確性,同時(shí)驗(yàn)證了新路徑下,品牌形象、顧客感知價(jià)值、消費(fèi)者購買意愿三者之間存在的影響關(guān)系。最后,本文針對(duì)研究結(jié)論,對(duì)液態(tài)奶行業(yè)的發(fā)展提出自己的一些建議和啟示,指出本研究可能存在的創(chuàng)新點(diǎn),并對(duì)本文的研究局限做出說明,提出今后的研究展望。
[Abstract]:With the development of economy and society, the dairy industry has developed rapidly in recent years, and has gradually become one of the fastest growing industries in China. On the one hand, liquid milk as the largest category of dairy products, consumers' consumption preference is much higher than other dairy products, the total amount of consumption is also rising, the market prospects are broad. On the other hand, the market competition due to the large number of producers is becoming more and more intense, and the average profit of the industry is also decreasing. The competition mode of this market has already transitioned from the product age to the brand era, and the brand has become the core competitiveness of each big enterprise. Under this background, this research takes the liquid milk consumer as the research object, on the basis of reviewing the domestic and foreign scholars' research about brand image model, taking Bell model as the foundation, combining the specific characteristics of the industry. By adding marketing image to brand image, the dimension of brand image in this study is richer and more comprehensive. At the same time, by adding customer perceived value as an intermediary variable, a new path of "brand image-customer perceived value-consumer purchase intention" is created to study the mechanism between them. By using spss17.0 and other analysis software to analyze the data collected from the actual investigation, it not only verifies the correctness of the new dimension division of brand image, but also verifies the brand image and customer perceived value under the new path. The relationship between consumers' willingness to buy. Finally, based on the conclusion of the study, this paper puts forward some suggestions and enlightenment to the development of liquid milk industry, points out the possible innovation points of this study, and explains the limitations of this research, and puts forward the future research prospects.
【學(xué)位授予單位】：內(nèi)蒙古財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.82;F273.2;F713.55

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