【摘要】：隨著我國(guó)經(jīng)濟(jì)及技術(shù)的快速發(fā)展,人們的收入水平以及整體生活質(zhì)量得到進(jìn)一步的改善。在此種情形下,我國(guó)瓶裝水產(chǎn)品市場(chǎng)銷售量和銷售額也呈現(xiàn)增長(zhǎng)趨勢(shì)。然而,瓶裝水行業(yè)市場(chǎng)增長(zhǎng)快、利潤(rùn)高,吸引了本土和境外跨國(guó)企業(yè)紛紛加入到瓶裝水行業(yè)中來(lái),使得瓶裝水行業(yè)競(jìng)爭(zhēng)日益激烈。因此,瓶裝水企業(yè)要想在激烈的競(jìng)爭(zhēng)環(huán)境下贏得比其他競(jìng)爭(zhēng)對(duì)手更高的市場(chǎng)份額,應(yīng)該意識(shí)到加強(qiáng)自身品牌塑造,提高其品牌價(jià)值,讓消費(fèi)者在購(gòu)買和飲用瓶裝水過程中獲得更多的生理和心理滿足,進(jìn)而讓其忠誠(chéng)于該品牌。同時(shí),企業(yè)提升品牌價(jià)值的關(guān)鍵在于培養(yǎng)和維護(hù)一批忠誠(chéng)的顧客。另外,瓶裝水行業(yè)產(chǎn)品同質(zhì)化程度高、品牌眾多,消費(fèi)者面臨瓶裝水價(jià)格變化時(shí)有多種品牌選擇,屬于價(jià)格敏感性較高的產(chǎn)品。受消費(fèi)者自身消費(fèi)經(jīng)驗(yàn)、教育程度、收入水平以及產(chǎn)品特性等因素的影響,消費(fèi)者對(duì)產(chǎn)品價(jià)格變化也會(huì)作出差異化的反應(yīng),即不同消費(fèi)者的價(jià)格敏感性會(huì)有所不同,從而影響其對(duì)瓶裝水品牌價(jià)值作出判斷,最終影響顧客忠誠(chéng)度。因此,本文以瓶裝水行業(yè)的品牌價(jià)值為切入點(diǎn),引入消費(fèi)者的價(jià)格敏感性作為調(diào)節(jié)變量,尋求影響瓶裝水行業(yè)顧客忠誠(chéng)的原因,繼而為瓶裝水企業(yè)制定行之有效的營(yíng)銷策略提供一定的參考依據(jù)。本文在查閱大量國(guó)內(nèi)外相關(guān)文獻(xiàn)的基礎(chǔ)上,首先,對(duì)品牌價(jià)值的含義、構(gòu)成及測(cè)量工具進(jìn)行梳理與分析,提煉出了瓶裝水行業(yè)品牌價(jià)值的研究維度;其次,對(duì)價(jià)格敏感性和顧客忠誠(chéng)以及品牌價(jià)值與顧客忠誠(chéng)的關(guān)系研究進(jìn)行綜述,構(gòu)建出以瓶裝水行業(yè)品牌價(jià)值為自變量、以價(jià)格敏感性為調(diào)節(jié)變量的我國(guó)瓶裝水行業(yè)顧客忠誠(chéng)的研究模型;再次,根據(jù)理論分析提出本文的研究假設(shè)并借鑒國(guó)外學(xué)者的成熟量表設(shè)計(jì)出本次調(diào)查問卷;最后,利用spss17.0軟件,對(duì)調(diào)研數(shù)據(jù)進(jìn)行整理分析并對(duì)本文研究假設(shè)進(jìn)行檢驗(yàn),根據(jù)檢驗(yàn)結(jié)果為瓶裝水企業(yè)提供一些營(yíng)銷建議。本文的研究結(jié)果表明:(1)瓶裝水行業(yè)品牌價(jià)值各維度能夠正向影響顧客的態(tài)度忠誠(chéng)、行為忠誠(chéng);(2)價(jià)格敏感性對(duì)瓶裝水行業(yè)品牌的情感價(jià)值、象征性價(jià)值與顧客的態(tài)度忠誠(chéng)、行為忠誠(chéng)之間均產(chǎn)生負(fù)向調(diào)節(jié)效應(yīng);(3)價(jià)格敏感性對(duì)瓶裝水行業(yè)品牌的功能價(jià)值與顧客的態(tài)度忠誠(chéng)、行為忠誠(chéng)之間不產(chǎn)生負(fù)向調(diào)節(jié)效應(yīng)。本文的研究結(jié)論能夠?yàn)槠垦b水企業(yè)提升顧客忠誠(chéng)提供理論參考,并彌補(bǔ)了品牌價(jià)值、顧客忠誠(chéng)、價(jià)格敏感性之間的關(guān)系在瓶裝水行業(yè)中的研究不足。
[Abstract]:With the rapid development of economy and technology, people's income level and overall quality of life have been further improved. In this case, the market sales and sales of bottled water products in China also show an increasing trend. However, the rapid growth of bottled water market and high profits have attracted local and foreign multinational enterprises to join the bottled water industry, which makes the bottled water industry increasingly competitive. Therefore, in order to win a higher market share than other competitors in a competitive environment, bottled water enterprises should realize that they should strengthen their own brand building and enhance their brand value. Give consumers more physical and psychological satisfaction in the process of buying and drinking bottled water, and then make them loyal to the brand. At the same time, the key to enhance brand value is to cultivate and maintain a group of loyal customers. In addition, the bottled water industry product homogenization degree is high, the brand is numerous, the consumer faces the bottled water price change to have many brand choices, belongs to the price sensitivity high product. Affected by consumer's own consumption experience, educational level, income level and product characteristics, consumers will also react differently to the price changes of products, that is, different consumers will have different price sensitivities. It affects the value of bottled water brand and ultimately affects customer loyalty. Therefore, this paper takes the brand value of bottled water industry as the starting point, introduces the price sensitivity of consumers as a regulating variable, and looks for the reasons that affect the customer loyalty of bottled water industry. Then for bottled water enterprises to establish effective marketing strategies to provide a certain reference basis. On the basis of consulting a large number of domestic and foreign related literature, this paper firstly combs and analyzes the meaning, composition and measuring tools of brand value, and extracts the dimension of brand value of bottled water industry. This paper summarizes the relationship between price sensitivity and customer loyalty and the relationship between brand value and customer loyalty, and constructs an independent variable based on the brand value of bottled water industry. The research model of Chinese bottled water industry customer loyalty based on price sensitivity; thirdly, according to the theoretical analysis, this paper puts forward the research hypotheses and designs the questionnaire based on the mature scale of foreign scholars. Finally, By using spss17.0 software, the investigation data are analyzed and the hypotheses of this paper are tested. According to the test results, some marketing suggestions are provided for bottled water enterprises. The results show that: (1) each dimension of brand value of bottled water industry can positively affect customer's attitude loyalty, behavior loyalty, (2) price sensitivity to the emotional value of bottled water industry brand, symbolic value and customer's attitude loyalty. (3) Price sensitivity has negative adjustment effect on the functional value of bottled water industry brand and customer's attitude loyalty, but there is no negative adjustment effect between behavior loyalty. The conclusions of this paper can provide theoretical reference for bottled water enterprises to promote customer loyalty, and make up for the lack of research on the relationship among brand value, customer loyalty and price sensitivity in bottled water industry.
【學(xué)位授予單位】：甘肅政法學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.82;F274

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本文編號(hào)：2202961