本文選題：手機(jī)　切入點(diǎn)：品牌聯(lián)想　出處：《大連理工大學(xué)》2009年碩士論文

【摘要】： 隨著生活水平的日益提高,手機(jī)已經(jīng)成為人們?nèi)粘Ｉ畹谋匦杵?同時(shí)消費(fèi)者在購買手機(jī)的過程中對于品牌的關(guān)注程度也越來越高。不同的手機(jī)品牌會在消費(fèi)者中產(chǎn)生不同的聯(lián)想內(nèi)容,這些聯(lián)想又會促使消費(fèi)者產(chǎn)生各種不同的行為傾向。本文從這個思路出發(fā),運(yùn)用實(shí)證分析的方法,研究手機(jī)的品牌聯(lián)想對消費(fèi)者行為傾向的影響。在分析二者影響關(guān)系的過程中,找出了消費(fèi)者不同行為傾向的影響因素,為企業(yè)在制定手機(jī)品牌策略時(shí)提供了詳細(xì)的指導(dǎo)性建議,從而能夠使企業(yè)更加準(zhǔn)確地達(dá)到預(yù)期的消費(fèi)者行為傾向,在為企業(yè)創(chuàng)造更大價(jià)值的同時(shí),建立更強(qiáng)的品牌競爭優(yōu)勢。 本文在前人研究的基礎(chǔ)上,對手機(jī)品牌聯(lián)想新增加了企業(yè)聯(lián)想維度,根據(jù)以往文獻(xiàn)提出相關(guān)假設(shè),參考國內(nèi)外已有的量表與問卷,通過問卷調(diào)查的方法,并運(yùn)用描述性統(tǒng)計(jì)分析、相關(guān)分析、回歸分析等統(tǒng)計(jì)方法分析了手機(jī)的品牌聯(lián)想與消費(fèi)者行為傾向的關(guān)系,找出了主要的影響要素,假設(shè)大部分都成立,個別假設(shè)不成立。 研究結(jié)果顯示: 消費(fèi)者對于手機(jī)品牌的推薦傾向主要受個性識別、地位識別和品質(zhì)保證三個因素影響。 消費(fèi)者對于手機(jī)品牌的重購傾向主要受個性識別、社會認(rèn)同和品質(zhì)保證三個因素積極影響。 消費(fèi)者對于手機(jī)品牌的溢價(jià)購買傾向主要受地位識別、品質(zhì)保證和企業(yè)聯(lián)想三個因素積極影響。 能使消費(fèi)者產(chǎn)生期待延伸產(chǎn)品傾向的主要因素有個性聯(lián)想、地位聯(lián)想和品質(zhì)聯(lián)想三個方面。 依照研究分析的結(jié)果,本文為企業(yè)的品牌策略提供了可行性建議。這些建議將為領(lǐng)導(dǎo)者制定手機(jī)品牌戰(zhàn)略時(shí)提供幫助。
[Abstract]:With the increasing living standard, mobile phone has become a necessity of people's daily life, at the same time, consumers in the purchase of mobile phone in the degree of attention to the brand is more and more high. The different mobile phone brand associations of different consumers, these associations will encourage consumers to produce a variety of different from the behavior. Thinking of using the empirical analysis method, research on mobile phone brand association impact on consumer behavior intention. In the analysis of the two impact process, find out the factors influencing consumers' different behavior, for enterprises to provide guidance and advice with the brand strategy in the mobile phone, which can make the enterprise more accurately. To the consumer behavior in the expected, to create greater value for the enterprise at the same time, to establish a stronger brand competitive advantage.
Based on the previous research, the mobile phone brand Lenovo Lenovo enterprise adds a new dimension, put forward relevant assumptions based on previous literature, questionnaire reference at home and abroad, through the questionnaire survey method, and the use of descriptive statistical analysis, correlation analysis, regression analysis and other statistical methods to analyze the relationship of brand associations and consumer behavior the tendency of mobile phone, find out the main influence factors, most assumptions are established, individual assumptions are not true.
The results of the study show that:
The tendency of consumers to recommend a mobile phone brand is mainly influenced by three factors: personality identification, status identification and quality assurance.
The tendency of consumers to buy a mobile phone brand is mainly influenced by personality, social identity and quality assurance three factors.
Consumers' preference for the premium purchase of mobile phone brands is mainly identified by status, and three factors are positively affected by quality assurance and corporate association.
The main factors that enable consumers to expect to extend product tendencies are three aspects of personality Association, status association and quality association.
According to the results of research and analysis, this paper provides feasible suggestions for brand strategy of enterprises. These suggestions will help leaders to make mobile brand strategy.

【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 黎東麗;顧客感知價(jià)值對品牌溢價(jià)的影響機(jī)制研究[D];華南理工大學(xué);2011年

2 郭正衛(wèi);傳播手段與品牌聯(lián)想之間的關(guān)系研究[D];浙江理工大學(xué);2011年

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本文編號：1707874