【摘要】： 隨著經(jīng)濟(jì)改革的深入,中國(guó)的消費(fèi)環(huán)境發(fā)生了巨大的變化,消費(fèi)結(jié)構(gòu)和能力得到持續(xù)改善,消費(fèi)者收入增長(zhǎng)迅速,人民更加注重乳品的消費(fèi),乳品消費(fèi)過(guò)程中品牌購(gòu)買(mǎi)特征日益顯現(xiàn);同時(shí),隨著中國(guó)加入世貿(mào)組織之后,市場(chǎng)競(jìng)爭(zhēng)變得異常激烈,但國(guó)內(nèi)很多乳品企業(yè)競(jìng)爭(zhēng)手段貧乏,為求生存和發(fā)展,中國(guó)乳品企業(yè)界對(duì)品牌建設(shè)的呼聲日益高漲。 本文就是基于我國(guó)乳品品牌建設(shè)存在的現(xiàn)實(shí)問(wèn)題和理論研究的不足,應(yīng)用貝爾品牌形象測(cè)量模型,結(jié)合國(guó)內(nèi)其他學(xué)者的一些研究成果,在文獻(xiàn)回顧的基礎(chǔ)上,發(fā)展出適合我國(guó)乳品消費(fèi)者特征的品牌形象與消費(fèi)者購(gòu)買(mǎi)行為關(guān)系的測(cè)量量表,并以蒙牛牛奶為研究產(chǎn)品,以在校大學(xué)生為研究對(duì)象,進(jìn)行問(wèn)卷調(diào)查,得到有效調(diào)查問(wèn)卷487份,用來(lái)探索性地分析品牌形象三個(gè)構(gòu)面對(duì)乳品消費(fèi)者購(gòu)買(mǎi)行為的影響作用。 通過(guò)對(duì)調(diào)查數(shù)據(jù)的整理,運(yùn)用SPSS專(zhuān)業(yè)統(tǒng)計(jì)軟件,經(jīng)過(guò)描述性統(tǒng)計(jì)、方差分析、因子分析、相關(guān)分析和回歸分析,得到一系列的研究結(jié)論,研究結(jié)論表明,調(diào)查問(wèn)卷具有較高的信度和效度;品牌形象具分為公司形象、產(chǎn)品或服務(wù)自身形象和使用者形象三個(gè)構(gòu)面是比較合理的,三個(gè)構(gòu)面都對(duì)乳品消費(fèi)者購(gòu)買(mǎi)行為有影響,其中產(chǎn)品或服務(wù)自身形象的影響作用最為顯著;同時(shí)發(fā)現(xiàn)三者之間的相互影響作用不太顯著,并通過(guò)因子分析和回歸分析結(jié)果發(fā)現(xiàn),在乳品消費(fèi)者購(gòu)買(mǎi)過(guò)程中,公司能力和責(zé)任感以及使用者的生活方式、價(jià)值觀等軟性屬性日益重要,這是一種新的趨勢(shì),值得乳品企業(yè)去研究和實(shí)踐。
[Abstract]:With the deepening of economic reform, China's consumption environment has undergone tremendous changes, the consumption structure and capacity have been continuously improved, consumer income has grown rapidly, and the people have paid more attention to the consumption of dairy products. In the process of dairy consumption, the characteristics of brand purchase are becoming more and more obvious. At the same time, with China's accession to the WTO, the market competition has become extremely fierce, but many domestic dairy enterprises lack the means of competition. In order to survive and develop, the calls for brand building in Chinese dairy enterprises are increasing day by day. This paper is based on the realistic problems existing in the construction of dairy brand in our country and the deficiency of theoretical research, applying the Bell brand image measurement model, combining with some research results of other domestic scholars, on the basis of literature review, A measurement scale was developed to measure the relationship between brand image and consumer purchase behavior suitable for dairy consumers in China, and 487 valid questionnaires were obtained by taking Mengniu milk as the research product and college students as the research object, and carrying out a questionnaire survey on the relationship between the brand image and the consumer purchase behavior of dairy consumers in China. It is used to analyze the influence of brand image on dairy consumers' buying behavior. Through sorting out the survey data, using SPSS professional statistical software, through descriptive statistics, variance analysis, factor analysis, correlation analysis and regression analysis, a series of research conclusions are obtained. The questionnaire has high reliability and validity. Brand image can be divided into three parts: company image, product or service image and user image, all of which have an impact on dairy consumers' buying behavior, and the brand image is divided into three parts: company image, product or service image and user image. Among them, the influence of product or service self-image is the most significant; At the same time, it is found that the interaction among them is not significant, and the results of factor analysis and regression analysis show that in the process of purchasing dairy products, the ability and responsibility of the company and the way of life of the users can be found. Soft attributes, such as values, are becoming more and more important, which is a new trend and worthy of study and practice by dairy enterprises.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F273.2;F426.82;F713.55;F224

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

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相關(guān)碩士學(xué)位論文 前10條

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本文編號(hào)：2468344