本文選題：長期導向觀　切入點：品牌情感　出處：《華東師范大學》2008年碩士論文　論文類型：學位論文

【摘要】： 在經(jīng)濟全球化浪潮中,當今的企業(yè)面臨的競爭越來越激烈,而且這種競爭因國內企業(yè)之間以及國內企業(yè)與國際巨頭之間的競爭而呈現(xiàn)出白熱化的狀態(tài)。因此,在近年來,營銷理論與實踐呈現(xiàn)出越來越明顯的顧客中心導向,不少企業(yè)都把顧客忠誠視作吸引和挽留有價值顧客的戰(zhàn)略武器,并希望借此來驅動顧客的采購與非購買行為,實現(xiàn)最大化顧客資產(chǎn)的目標。 而價值觀對個人的思想和行為具有一定的導向或調節(jié)作用,使之指向一定的目標或帶有一定的傾向性。因此,本研究從中西方文化差異的長期導向觀出發(fā),來研究長期導向觀對消費者品牌情感、品牌承諾以及品牌忠誠的調節(jié)作用,并構建了本研究的理論模型。 為了對模型進行驗證,本文以高校學生和教師為對象發(fā)放問卷,收集數(shù)據(jù)后使用層次多元回歸分析法對數(shù)據(jù)進行了分析,結果發(fā)現(xiàn):長期導向觀對應有之情、情感承諾存在正向調節(jié)作用;長期導向觀對真有之情、情感承諾存在正向調節(jié)作用;長期導向觀對情感承諾、行為忠誠存在負向調節(jié)作用。 本研究為本土企業(yè)情感品牌化、為企業(yè)忠誠度營銷提供了一條戰(zhàn)略路徑和工具。本土企業(yè)在實施情感化品牌策略以及在提高忠誠度的時候,應該注意消費者價值觀的作用,可以用消費者長期導向觀高低作為細分變量來細分市場,從而制定不同的營銷策略。
[Abstract]:In the tide of economic globalization, today's enterprises are facing more and more fierce competition, and this kind of competition is becoming more and more intense because of the competition among domestic enterprises and between domestic enterprises and international giants. Therefore, in recent years, Marketing theory and practice show more and more obvious customer-centered orientation. Many enterprises regard customer loyalty as a strategic weapon to attract and retain valuable customers, and hope to drive the purchasing and non-purchasing behavior of customers. Achieve the goal of maximizing customer assets. The values have a certain guiding or regulating effect on the individual's thought and behavior, so that they can point to a certain goal or have a certain tendency. Therefore, this study starts from the long-term guiding view of the cultural differences between China and the West. To study the long-term guidance of consumer brand sentiment, brand commitment and brand loyalty, and build the theoretical model of this study. In order to verify the model, this paper gives out questionnaires to college students and teachers, and analyzes the data with hierarchical multiple regression analysis after collecting the data. Affective commitment has positive regulative effect; long-term guiding view has positive regulating effect on true emotion; Long-term guiding view has negative regulative effect on affective commitment and behavioral loyalty. This study provides a strategic path and tool for local enterprise emotional branding and enterprise loyalty marketing. Local enterprises should pay attention to the role of consumer values when implementing emotional brand strategy and improving loyalty. The long-term view of consumers can be used as a subdivision variable to subdivide the market and make different marketing strategies.
【學位授予單位】：華東師范大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2

【引證文獻】

相關碩士學位論文 前2條

1 尤斌;品牌人格與品牌忠誠的關系研究[D];河南大學;2011年

2 蔡玲新;農(nóng)戶對品牌農(nóng)資產(chǎn)品購買意愿的心理路徑研究[D];華中農(nóng)業(yè)大學;2013年

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本文編號：1617821