本文關(guān)鍵詞： 城市消費(fèi)者 家用轎車 品牌偏好 結(jié)合分析　出處：《東北大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】：品牌和品牌偏好一直以來(lái)都是國(guó)、內(nèi)外專家學(xué)者研究的熱點(diǎn)。近年來(lái),國(guó)、內(nèi)外專家學(xué)者對(duì)品牌和品牌偏好的研究成果不斷突破、更新,但對(duì)汽車品牌偏好的研究不多,特別是定量研究較少。 本研究以城市消費(fèi)者為樣本,以消費(fèi)者對(duì)家用轎車的品牌偏好為研究對(duì)象,采用實(shí)證研究的方法確定了城市消費(fèi)者購(gòu)買家用轎車的關(guān)鍵屬性；并采用結(jié)合分析法,計(jì)算品牌偏好屬性的重要性權(quán)重和屬性水平的效用值,對(duì)品牌偏好進(jìn)行測(cè)度。 全文由六個(gè)部分構(gòu)成：首先,從汽車產(chǎn)業(yè)現(xiàn)狀和消費(fèi)者品牌認(rèn)知兩個(gè)角度闡述研究背景,從理論意義和實(shí)踐價(jià)值兩個(gè)角度說(shuō)明研究的意義,以及研究的思路和方法；并對(duì)國(guó)、內(nèi)外研究者在品牌、品牌屬性、品牌偏好、汽車品牌偏好屬性和品牌偏好測(cè)量方面的研究成果進(jìn)行綜述,提出本文的研究?jī)?nèi)容。其次,在實(shí)證研究部分,對(duì)以往關(guān)于汽車品牌偏好屬性的研究成果進(jìn)行匯總、梳理,確定了城市消費(fèi)者購(gòu)買家用轎車的12個(gè)候選屬性；采用7級(jí)李克特量表對(duì)城市消費(fèi)者對(duì)12個(gè)候選屬性的關(guān)注度進(jìn)行問(wèn)卷調(diào)查,收集第一手?jǐn)?shù)據(jù),以定量分析和定性分析相結(jié)合的方法確定城市消費(fèi)者購(gòu)買家用轎車的6個(gè)關(guān)鍵屬性；并圍繞6個(gè)關(guān)鍵屬性及其屬性水平進(jìn)行產(chǎn)品模擬,采用9級(jí)李克特量表對(duì)城市消費(fèi)者購(gòu)買實(shí)驗(yàn)產(chǎn)品的可能性進(jìn)行問(wèn)卷調(diào)查,收集第一手?jǐn)?shù)據(jù),利用結(jié)合分析法計(jì)算品牌偏好屬性的重要性權(quán)重和屬性水平的效用值,由此對(duì)城市消費(fèi)者購(gòu)買家用轎車的品牌偏好進(jìn)行測(cè)度。最后,對(duì)研究結(jié)果進(jìn)行解釋,并從管理角度為汽車企業(yè)進(jìn)一步了解城市消費(fèi)者品牌偏好、制定產(chǎn)品研發(fā)和市場(chǎng)營(yíng)銷戰(zhàn)略提出建議。
[Abstract]:Brand and brand preference has always been the focus of domestic and foreign experts and scholars. In recent years, domestic and foreign experts and scholars of brand and brand preference research results have been breaking through and updating. However, there are few researches on automobile brand preference, especially quantitative research. This research takes the urban consumers as the sample, takes the consumer's brand preference to the household car as the research object, uses the empirical research method to determine the key attribute of the urban consumer buying the household car; The importance weight of brand preference attribute and the utility value of attribute level are calculated by combining analysis method to measure brand preference. The full text is composed of six parts: first, from the automotive industry status and consumer brand cognition two angles to elaborate the research background, from the theoretical and practical value of two angles to explain the significance of the study. The train of thought and method of research; And domestic and foreign researchers in the brand, brand attributes, brand preferences, car brand preference attributes and brand preference measurement of research results are summarized, and put forward the research content of this paper. In the part of empirical research, the author summarizes the previous research results on the attribute of automobile brand preference, combs, and determines 12 candidate attributes for urban consumers to buy household cars. A questionnaire survey was conducted on the 12 candidate attributes of urban consumers by using the 7-level Richter scale, and the first-hand data were collected. Using the method of quantitative analysis and qualitative analysis to determine the six key attributes of urban consumers buying household cars; And around the six key attributes and their attributes level of product simulation, using the 9-level Richter scale to the possibility of urban consumers to buy experimental products questionnaire survey, collect first-hand data. This paper calculates the importance weight of brand preference attribute and the utility value of attribute level by combining analysis method, and then measures the brand preference of urban consumers to buy household car. Finally, the research results are explained. From the perspective of management, suggestions are put forward for automobile enterprises to further understand the brand preferences of urban consumers and to formulate product development and marketing strategies.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274;F426.471;F224

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 楊穎;劉申;楊兆仁;;聯(lián)合分析法在賽歐轎車市場(chǎng)應(yīng)用中的實(shí)證研究[J];商場(chǎng)現(xiàn)代化;2006年32期

2 許云蓮;蔣青云;;消費(fèi)者對(duì)大賣場(chǎng)自有品牌的偏好及其影響因素——基于上海市場(chǎng)的實(shí)證研究[J];市場(chǎng)營(yíng)銷導(dǎo)刊;2007年01期

3 呂一林;邱林;張軍;;中國(guó)城市消費(fèi)者汽車消費(fèi)偏好的因素研究[J];吉林省經(jīng)濟(jì)管理干部學(xué)院學(xué)報(bào);2005年06期

4 柯惠新，，保羅·弗悉諾;市場(chǎng)營(yíng)銷研究中的結(jié)合分析法[J];數(shù)理統(tǒng)計(jì)與管理;1994年06期

5 沈浩,柯惠新;結(jié)合分析的原理和應(yīng)用[J];數(shù)理統(tǒng)計(jì)與管理;1998年04期

6 應(yīng)愛(ài)玲;朱金福;;高端教育產(chǎn)品消費(fèi)行為對(duì)品牌偏好的影響研究[J];商業(yè)時(shí)代;2007年15期

7 張銳;張q

本文編號(hào)：1461426