發(fā)布時間：2018-05-17 06:44

  本文選題：家用紡織品 + 消費者視角��； 參考：《浙江理工大學》2015年碩士論文

【摘要】：品牌建設主要包括品牌定位品牌形象品牌傳播以及品牌的整體營銷，而品牌定位中又包括品牌介紹品牌個性品牌價值品牌戰(zhàn)略等，品牌個性是品牌人格化情感化及個性化的品牌形象的塑造在這個彰顯個性的時代，品牌個性在品牌建設中的作用日益凸顯近年來，家紡品牌發(fā)展取得顯著成效，但品牌同質(zhì)化以及品牌集中度低等現(xiàn)象依然普遍存在，隨著家紡消費者的消費觀念和消費方式日趨情感化，品牌個性塑造的問題不容忽視 論文首先通過查閱國內(nèi)外文獻資料，概述品牌個性的概念及特點，結(jié)合家紡品牌特征，對家紡品牌個性以及家紡品牌個性維度進行闡述，，分析家紡品牌個性與其它品牌個性的差異其次，通過對專家和消費者的深度訪談，設計家紡品牌個性問卷，對被調(diào)查者的基本信息進行收集與分析，可知消費者群體的人口特征和品牌個性之間存在著直接聯(lián)系，其年齡受教育程度社會地位興趣愛好生活及工作環(huán)境等個性因素在一定程度上會影響消費者的個性訴求再運用SPSS軟件對回收的有效問卷進行數(shù)據(jù)分析，獲得家紡品牌個性維度量表，家紡品牌的個性主要表現(xiàn)在純真和稱職這兩個維度，具體個性特征表現(xiàn)為自然舒適靜謐女性時尚經(jīng)典實用私密等；以莎鯊家紡品牌為實測對象，運用問卷調(diào)查法和數(shù)學分析法獲得莎鯊家紡品牌個性維度量表，莎鯊家紡品牌的個性維度主要表現(xiàn)為純真和刺激，具體品牌個性表現(xiàn)為時尚奢華優(yōu)雅精致等，表明家紡品牌個性維度量表具有一定的有效性，并且，不同品牌的個性維度存在差異，因此企業(yè)在品牌的實際運營中應結(jié)合自身品牌特征進行品牌個性的塑造最后，根據(jù)品牌個性維度理論，提出品牌個性在現(xiàn)代家紡品牌產(chǎn)品設計中的創(chuàng)新啟示，即品牌個性維度的建立可以更好地細分家紡行業(yè)市場，為品牌與市場以及消費者需求之間找尋準確的品牌定位；運用品牌個性維度的研究可以比較系統(tǒng)科學的總結(jié)出品牌個性特征，并使之與消費者個性特質(zhì)相匹配，在此基礎上細分家紡的產(chǎn)品結(jié)構(gòu)，更有針對性的對產(chǎn)品進行設計開發(fā)定位 綜上所述，品牌個性維度具有理論研究和實踐應用雙重意義，在現(xiàn)今家紡品牌競爭的營銷背景下，家紡企業(yè)要想樹立獨特的品牌形象，贏得忠誠客戶群，應明確自身的品牌定位，塑造鮮明的品牌個性在塑造品牌個性的過程中，可以通過自身的品牌個性維度測量，進行產(chǎn)品的個性化設計及營銷模式的個性化定制，使品牌個性化情感化消費成為新的消費時尚
[Abstract]:Brand construction mainly includes brand positioning, brand image, brand communication and brand overall marketing, and brand positioning includes brand introduction, individual brand value, brand strategy, etc. Brand individuality is the personalization of brand and the shaping of individual brand image. In this era, brand personality plays a more and more important role in brand construction. In recent years, the development of home textile brand has achieved remarkable results. However, the homogeneity of brand and the low concentration of brand still exist widely. With the increasing emotion of consumer's consumption concept and consumption mode, the problem of shaping brand personality can not be ignored. First of all, through consulting domestic and foreign literature, this paper summarizes the concept and characteristics of brand personality, combining with the characteristics of home textile brand, expounds the family textile brand personality and the dimension of home textile brand personality. Secondly, through the in-depth interviews with experts and consumers, the author designs the household textile brand personality questionnaire to collect and analyze the basic information of the respondents. It can be seen that there is a direct relationship between the demographic characteristics of the consumer group and the brand personality. Their age, education, social status, interest, life, working environment and other personality factors will influence consumers' personality demands to a certain extent and then use SPSS software to carry out data analysis on the valid questionnaires. Home textile brand personality dimension scale, home textile brand personality mainly in the dimensions of innocence and competence, the specific personality characteristics of natural comfort, quiet, women fashion classic, practical privacy, etc. The questionnaire and mathematical analysis were used to obtain the personality dimension scale of Shark home textile brand. The personality dimension of the brand was mainly pure and stimulating, and the specific brand personality was fashion, luxury, elegant and exquisite. It shows that the scale of family textile brand personality dimension has certain validity, and different brand personality dimensions are different, so enterprises should combine their own brand characteristics in the actual operation of the brand to shape the brand personality. According to the theory of brand personality dimension, this paper puts forward the innovation enlightenment of brand personality in the design of modern home textile brand product, that is, the establishment of brand personality dimension can better subdivide the market of home textile industry. For the brand and the market as well as the consumer demand between the accurate brand positioning; using the brand personality dimension of the study can be more systematic and scientific summary of brand personality characteristics and make it match with consumer personality characteristics. On the basis of this, the product structure of home textile is subdivided, and the design and development orientation of the product is more targeted. To sum up, the dimension of brand personality has both theoretical research and practical significance. Under the marketing background of home textile brand competition, home textile enterprises want to establish a unique brand image, win loyal customer base, In the process of shaping brand personality, we can measure the dimension of brand personality, carry on the individuation design of product and the individualized customization of marketing mode. Making brand individualized emotional consumption a new consumption fashion
【學位授予單位】：浙江理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.81;F273.2;TS106.7

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相關期刊論文 前4條

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本文編號：1900389