本文選題：品牌忠誠　切入點：行為忠誠　出處：《西南交通大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 伴隨著激烈的市場競爭,消費(fèi)者的的消費(fèi)行為更加理性化,品牌轉(zhuǎn)換行為日趨頻繁,許多企業(yè)面臨的問題是消費(fèi)者的流失以及市場份額的下降。如何培育和維護(hù)忠誠的消費(fèi)者群體已經(jīng)成為企業(yè)市場制勝的重要問題。 本論文在吸收前人研究成果的基礎(chǔ)上,針對中學(xué)培訓(xùn)市場,從消費(fèi)者的消費(fèi)心理及行為探討品牌忠誠的形成機(jī)理,構(gòu)建出中學(xué)培訓(xùn)市場品牌忠誠的影響因素模型,從企業(yè)和消費(fèi)者兩個方面提出相關(guān)理論假設(shè);以成都地區(qū)范圍內(nèi)參與中學(xué)培訓(xùn)的中學(xué)生為問卷調(diào)查對象,收集數(shù)據(jù),利用SPSS15.0統(tǒng)計軟件進(jìn)行數(shù)據(jù)分析,實證檢驗各種影響因素與品牌忠誠的關(guān)系,最后確認(rèn)實證數(shù)據(jù)對于研究模型和相關(guān)假設(shè)的支持程度。 對于中學(xué)培訓(xùn)機(jī)構(gòu),影響其品牌忠誠的因素主要包括兩個方面:一是企業(yè)營銷因素,即中學(xué)培訓(xùn)企業(yè)自身的一些因素,主要是中學(xué)培訓(xùn)機(jī)構(gòu)課程產(chǎn)品的產(chǎn)品品質(zhì)、服務(wù)質(zhì)量方面,包括有形性、可信賴性、響應(yīng)性、安全可靠性、體諒性五個方面,以及培訓(xùn)機(jī)構(gòu)的環(huán)境氛圍,這些影響因素對于品牌忠誠都是正向影響;另外,企業(yè)進(jìn)行的市場促銷活動對品牌忠誠會產(chǎn)生一定的負(fù)向影響。二是消費(fèi)者個人因素,包括兩個方面:中學(xué)培訓(xùn)企業(yè)的消費(fèi)者——即中學(xué)生對于相關(guān)群體的重視程度,對品牌忠誠會產(chǎn)生正向影響;人口統(tǒng)計特征中,中學(xué)生中的女生會比男生具有更高的品牌忠誠,家長收入越高的中學(xué)生,其品牌忠誠也越高。 根據(jù)實證分析的結(jié)果,在結(jié)論部分,論文對中學(xué)培訓(xùn)行業(yè)的企業(yè)提出了相關(guān)建議,并對該課題的進(jìn)一步研究提出了展望和建議。
[Abstract]:With the fierce market competition, consumer consumption behavior is more rational, brand switching behavior is becoming more frequent. The problems faced by many enterprises are the loss of consumers and the decline of market share. How to cultivate and maintain loyal consumer groups has become an important issue for enterprises to win the market. On the basis of absorbing the previous research results, this paper discusses the forming mechanism of brand loyalty from consumer's consumer psychology and behavior in view of the middle school training market, and constructs a model of influencing factors of brand loyalty in middle school training market. This paper puts forward the related theoretical hypotheses from two aspects of enterprises and consumers, taking the middle school students who participate in the middle school training in Chengdu area as the survey objects, collecting the data and using the SPSS15.0 statistical software to carry on the data analysis. Empirical test of the relationship between various factors and brand loyalty, and finally confirm the empirical data for the research model and related assumptions support. For middle school training institutions, the factors influencing their brand loyalty mainly include two aspects: one is enterprise marketing factor, that is, some factors of middle school training enterprises themselves, mainly the product quality of curriculum products of middle school training institutions. The quality of service, including tangible, reliable, responsive, safe and reliable, considerate, and the environment of the training institutions, these factors are positive impact on brand loyalty; The marketing activities carried out by enterprises have a certain negative impact on brand loyalty. The second is the consumer's personal factors, including two aspects: the high school training enterprise's consumers-that is, the middle school students' attention to the related groups. In demographic characteristics, female students in middle school have higher brand loyalty than boys, and the higher the parents' income, the higher their brand loyalty. According to the results of the empirical analysis, in the conclusion part, the paper puts forward the relevant suggestions to the enterprises in the middle school training industry, and puts forward the prospects and suggestions for the further study of this subject.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2;G630

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 蘭文巧;服務(wù)營銷組合對民辦高校品牌資產(chǎn)的影響研究[D];遼寧大學(xué);2012年

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本文編號：1558413