【摘要】：品牌不僅在某種程度上是企業(yè)產(chǎn)品或服務(wù)質(zhì)量和功能的象征,而且是人們心理和精神層面需求的闡釋。品牌是消費者獨特體驗的載體。企業(yè)通常運用宣傳、廣告等各式各樣的方法將他們對于品牌產(chǎn)品的認識傳遞給消費者,而消費者厭倦了這種方式。他們迫切需要親身體驗品牌產(chǎn)品或服務(wù),以發(fā)現(xiàn)產(chǎn)品或服務(wù)的優(yōu)勢和劣勢,從而確定它們能否滿足自己日常生活的需求,對與自己的需求相符的品牌會產(chǎn)生一定的品牌偏好。如何通過積極與品牌建立聯(lián)系和互動交流的方式讓消費者對品牌產(chǎn)生品牌偏好甚至是結(jié)下較深的感情是企業(yè)在品牌建設(shè)過程中需要探索的難題。本研究認為這個問題的解決要以消費者的品牌體驗為突破口,溯本追源。只有理清消費者品牌體驗與消費者品牌偏好的關(guān)系,才能為企業(yè)進行品牌建設(shè)指明道路。本文的研究共分為五個部分:第一部分主要闡述了本研究的研究背景,對研究的目的和意義進行了總結(jié),分別總結(jié)歸納了國內(nèi)外學(xué)者的研究成果,在此基礎(chǔ)上介紹了本文的研究的整體思路、研究方法以及論文的基本框架。第二部分闡述了品牌體驗及品牌偏好的相應(yīng)概念,構(gòu)建了品牌體驗和消費者品牌偏好之間的關(guān)系模型。第三部分在相關(guān)理論的基礎(chǔ)上初步提出了品牌體驗可能對品牌偏好存在影響。第四部分進行模型構(gòu)建與數(shù)據(jù)分析,提出了品牌體驗對品牌偏好影響的研究假設(shè),并總結(jié)前人的理論開發(fā)了品牌體驗和品牌偏好測量量表,通過探索性因子分析和驗證性因子分析證明了各潛變量確實存在,之后運用結(jié)構(gòu)方程模型法進一步驗證了品牌體驗對消費者品牌偏好的影響。第五部分對研究的結(jié)論進行了總結(jié)并提出了研究展望。本文研究成果和創(chuàng)新之處是圍繞品牌體驗與品牌偏好,構(gòu)建了品牌體驗和品牌偏好模型,運用探索性因子分析和驗證性因子分析的方法證明了品牌體驗和品牌偏好模型中各個潛在變量的存在;利用結(jié)構(gòu)方程模型驗證了品牌體驗對品牌偏好影響的理論假設(shè),繼而有針對性地提出相應(yīng)的對策,采取有效的品牌體驗營銷,強化消費者的品牌偏好。本文研究的結(jié)論為:強化消費者的品牌偏好必須從完善消費者的品牌體驗著手,構(gòu)建品牌體驗與偏好模型,并根據(jù)消費者對產(chǎn)品或服務(wù)需求的改變適時完善模型。通過改善品牌體驗強化消費者的品牌偏好,進而促成消費行為的產(chǎn)生,這是使品牌獲得持續(xù)偏好的有力舉措。
[Abstract]:Brand is not only the symbol of the quality and function of enterprise's products or services, but also the explanation of people's psychological and spiritual needs. Brand is the carrier of consumer's unique experience. Companies often pass on their knowledge of brand products to consumers in various ways, such as publicity, advertising and so on, and consumers are tired of this way. They urgently need to experience brand products or services to find out the advantages and disadvantages of products or services, to determine whether they can meet the needs of their daily life, and to produce a certain brand preference for brands that are in line with their own needs. It is a difficult problem for enterprises to explore how to make consumers have brand preference or even form deeper feelings through actively establishing contact and interactive communication with brands. This study believes that the solution to this problem should take the brand experience of consumers as a breakthrough and trace back to the source. Only by clarifying the relationship between consumer brand experience and consumer brand preference can we point out the way for enterprises to build brand. The research of this paper is divided into five parts: the first part mainly expounds the research background, summarizes the purpose and significance of the research, summarizes the research results of domestic and foreign scholars, respectively. On this basis, this paper introduces the overall thinking, research methods and the basic framework of the paper. The second part expounds the corresponding concepts of brand experience and brand preference, and constructs the relationship model between brand experience and consumer brand preference. The third part puts forward the influence of brand experience on brand preference on the basis of relevant theories. In the fourth part, we construct the model and analyze the data, put forward the hypothesis of the influence of brand experience on brand preference, and summarize the previous theories and develop brand experience and brand preference measurement scale. Through exploratory factor analysis and confirmatory factor analysis, the existence of latent variables is proved, and then the influence of brand experience on consumer brand preference is further verified by structural equation model method. In the fifth part, the conclusion of the study is summarized and the research prospect is put forward. The research achievement and innovation of this paper is to construct the model of brand experience and brand preference around brand experience and brand preference. The methods of exploratory factor analysis and confirmatory factor analysis are used to prove the existence of each potential variable in the brand experience and brand preference model. The theoretical hypothesis of the influence of brand experience on brand preference is verified by using the structural equation model, and then the corresponding countermeasures are put forward, and effective brand experience marketing is adopted to strengthen the brand preference of consumers. The conclusion of this paper is as follows: to strengthen the consumer's brand preference, we must start from perfecting the consumer's brand experience, construct the brand experience and preference model, and perfect the model timely according to the change of consumer's demand for product or service. By improving the brand experience, we can strengthen the consumer's brand preference, and then promote the consumer behavior, which is a powerful measure to make the brand get the sustained preference.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F713.55

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