【摘要】：隨著我國(guó)改革的不斷深化,社會(huì)經(jīng)濟(jì)和居民收入得到持續(xù)穩(wěn)步的增長(zhǎng),人民生活水平的提高也使得乳制品消費(fèi)受到越來(lái)越高的重視,乳制品的關(guān)注點(diǎn)也由過(guò)去的價(jià)格因素逐漸的開始轉(zhuǎn)向健康、營(yíng)養(yǎng)等因素,奶業(yè)也成為我國(guó)食品行業(yè)中增長(zhǎng)最快的產(chǎn)業(yè)之一。然而,當(dāng)前我國(guó)的乳制品行業(yè)正面臨著來(lái)自國(guó)際金融危機(jī)、歐債危機(jī)、三鹿“三聚氰胺”事件、蒙�！俺瑯�(biāo)致癌物”事件等內(nèi)外的多重打擊。尤其是三鹿奶粉的“三聚氰胺”事件和蒙牛“超標(biāo)致癌物”事件給我國(guó)乳制品行業(yè)造成的消極影響要遠(yuǎn)遠(yuǎn)超過(guò)國(guó)外經(jīng)濟(jì)動(dòng)蕩所產(chǎn)生的影響,而且這些負(fù)面消息會(huì)在相當(dāng)長(zhǎng)的一段時(shí)間內(nèi)影響著消費(fèi)者對(duì)乳制品品牌的認(rèn)知與偏好,因?yàn)樗鼑?yán)重?fù)p害了消費(fèi)信心,而消費(fèi)信心的恢復(fù)與建立往往需要付出較長(zhǎng)時(shí)間的努力�；诖�,本文從顧客感知價(jià)值的角度出發(fā),探討公眾對(duì)乳制品品牌認(rèn)知的情況。 本研究主要包括六個(gè)部分：第一部分介紹了研究目的與研究意義,總結(jié)了國(guó)內(nèi)外相關(guān)的研究現(xiàn)狀,概述了本文的研究?jī)?nèi)容與方法；第二部分在闡述顧客感知價(jià)值理論與品牌認(rèn)知理論的基礎(chǔ)上,分析了兩者的聯(lián)系,進(jìn)而提出了相應(yīng)的概念模型與研究假設(shè)；第三部分介紹了問卷的發(fā)放與數(shù)據(jù)收集工作,并解釋說(shuō)明了各個(gè)變量的度量與主要分析方法；第四部分主要對(duì)收集的數(shù)據(jù)進(jìn)行處理分析,在信度與效度檢驗(yàn)的基礎(chǔ)上,運(yùn)用相關(guān)分析與回歸分析對(duì)前面章節(jié)提出的假設(shè)進(jìn)行驗(yàn)證,并對(duì)分析結(jié)果進(jìn)行了小結(jié)與討論；第五部分分析了該研究對(duì)我國(guó)乳制品品牌建設(shè)的啟示,提出了相應(yīng)的改進(jìn)措施；最后一部分總結(jié)全文。 本文通過(guò)在顧客感知價(jià)值理論的指導(dǎo)下,對(duì)國(guó)內(nèi)消費(fèi)者的品牌認(rèn)知及相關(guān)心理現(xiàn)象進(jìn)行研究,在此基礎(chǔ)上討論消費(fèi)者品牌認(rèn)知干預(yù)與引導(dǎo)策略,及基于乳制品品牌的市場(chǎng)營(yíng)銷策略。具體要達(dá)到以下三個(gè)目標(biāo)：第一,對(duì)國(guó)內(nèi)消費(fèi)者乳制品品牌認(rèn)知的現(xiàn)狀、特點(diǎn)、認(rèn)知傾向和態(tài)度進(jìn)行描述分析；第二,分析消費(fèi)者對(duì)乳制品品牌認(rèn)知傾向的影響因素；第三,為乳制品生產(chǎn)廠商基于顧客感知價(jià)值的市場(chǎng)營(yíng)銷策略提供理論和實(shí)證數(shù)據(jù)的支持。雖然目前關(guān)于乳制品消費(fèi)的研究很多,但是從顧客感知價(jià)值的角度探討公眾對(duì)乳制品品牌認(rèn)知傾向的實(shí)證研究很少,筆者根據(jù)前人的文獻(xiàn)總結(jié)出了實(shí)證分析框架；在研究方法上,本研究不僅采用了多元回歸分析,而且運(yùn)用信度分析、方差分析、因子分析等方法檢測(cè)各種因素對(duì)消費(fèi)者購(gòu)買行為的影響程度,使研究結(jié)論更具科學(xué)性和說(shuō)服力。
[Abstract]:With the deepening of reform in our country, the social economy and residents' income have been increasing steadily, and the improvement of people's living standard has made dairy products consumption receive more and more attention. Dairy products from the past price factors gradually began to turn to health, nutrition and other factors, dairy industry has become one of the fastest growing food industry in China. However, the dairy industry in our country is facing multiple blows from the international financial crisis, European debt crisis, Sanlu "melamine" incident, Mengniu "exceeding the standard carcinogen" incident and so on. In particular, the "melamine" incident of Sanlu milk powder and the Mengniu incident of "exceeding the standard carcinogen" have caused far more negative effects on the dairy industry in our country than the economic turmoil in foreign countries. Moreover, these negative news will affect consumers' cognition and preference of dairy brand for a long time, because it seriously damages consumer confidence, which often takes a long time to recover and build. Based on this, this paper discusses the public cognition of dairy brand from the perspective of customer perceived value. This research mainly includes six parts: the first part introduces the purpose and significance of the research, summarizes the current research situation at home and abroad, summarizes the research contents and methods of this paper; The second part analyzes the relationship between customer perceived value theory and brand cognition theory, and then puts forward the corresponding conceptual model and research hypothesis. The third part introduces the distribution of questionnaires and data collection. The fourth part mainly deals with the collected data, based on the reliability and validity test. Use correlation analysis and regression analysis to verify the hypothesis put forward in the previous chapter, and summarize and discuss the results of the analysis. The fifth part analyzes the inspiration of the research to the construction of dairy brand in China, and puts forward the corresponding improvement measures. The last part summarizes the full text. Under the guidance of the theory of customer perceived value, this paper studies the brand cognition and related psychological phenomena of domestic consumers, and then discusses the intervention and guiding strategies of consumer brand cognition. And marketing strategy based on dairy brand. To achieve the following three specific objectives: first, the status quo, characteristics, cognitive tendency and attitude of domestic consumers dairy brand cognitive analysis; second, analysis of consumer cognitive tendency to dairy brand factors; third, It provides theoretical and empirical data to support the marketing strategies of dairy manufacturers based on customer perceived value. Although there are a lot of researches on dairy products consumption at present, there are few empirical studies on the cognitive tendency of dairy brand from the perspective of customer perceived value. The author summarizes the empirical analysis framework according to the previous literature. In terms of research methods, this study not only adopts multiple regression analysis, but also uses reliability analysis, variance analysis, factor analysis and other methods to test the influence of various factors on consumer purchase behavior. To make the research conclusions more scientific and persuasive.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.82

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