本文選題：新生代消費(fèi)者 + 中華老字號(hào)��； 參考：《安慶師范大學(xué)》2017年碩士論文

【摘要】：中華老字號(hào)企業(yè)是我國實(shí)體經(jīng)濟(jì)中重要的組成部分,然而現(xiàn)實(shí)證明也是最為薄弱的一環(huán),曾經(jīng)輝煌鼎盛的中華老字號(hào)企業(yè)在經(jīng)濟(jì)體制轉(zhuǎn)型和企業(yè)自身轉(zhuǎn)型過程中,顯示出后勁不足、生存困難的局面。盡管社會(huì)和政府密切關(guān)注中華老字號(hào)企業(yè)的發(fā)展,多次出臺(tái)相關(guān)政策法規(guī)和保護(hù)辦法,但結(jié)果并不盡如人意,購買群體老齡化、缺乏新生代消費(fèi)者的購買支持是中華老字號(hào)企業(yè)面臨的難題,事實(shí)告訴我們,加強(qiáng)對(duì)新生代消費(fèi)者的研究,推動(dòng)中華老字號(hào)企業(yè)的復(fù)興已經(jīng)迫在眉睫。本文首先從黨和國家促進(jìn)中華老字號(hào)企業(yè)發(fā)展的最新動(dòng)向出發(fā),介紹了文章的研究背景、研究的理論意義和實(shí)際意義,同時(shí)對(duì)文章的研究內(nèi)容、研究方法和創(chuàng)新點(diǎn)進(jìn)行了闡釋,在查閱大量中華老字號(hào)企業(yè)相關(guān)文獻(xiàn)的基礎(chǔ)上,以新生代消費(fèi)者的顧客感知價(jià)值為基礎(chǔ)設(shè)計(jì)了新生代消費(fèi)者對(duì)中華老字號(hào)產(chǎn)品的購買意愿量表。然后,以安慶市中華老字號(hào)企業(yè)為例進(jìn)行實(shí)證研究,在實(shí)體店內(nèi)和網(wǎng)絡(luò)兩個(gè)渠道對(duì)量表進(jìn)行了預(yù)調(diào)研和正式調(diào)查,獲得了不同年齡段的新生代消費(fèi)者對(duì)于中華老字號(hào)產(chǎn)品的購買意愿感知。隨后,對(duì)收集到的調(diào)查問卷進(jìn)行了描述性統(tǒng)計(jì)分析、因子分析和回歸分析,剔除了部分不符合要求的指標(biāo),最終構(gòu)建了由基本價(jià)值、情感價(jià)值、社會(huì)價(jià)值、分享價(jià)值和虛擬價(jià)值五個(gè)一級(jí)指標(biāo),通過使用SPSS19.0對(duì)量表的定量分析得出,這五個(gè)自變量對(duì)因變量顧客購買意愿都存在顯著的正向相關(guān)關(guān)系,并且影響程度的大小依次是:虛擬價(jià)值基本價(jià)值情感價(jià)值社會(huì)價(jià)值分享價(jià)值。最后,根據(jù)研究結(jié)論,從顧客感知價(jià)值傳遞路徑、加強(qiáng)虛擬價(jià)值傳播、強(qiáng)化對(duì)新生代消費(fèi)者消費(fèi)行為和消費(fèi)心理研究以及對(duì)消費(fèi)者的建議四個(gè)層面為中華老字號(hào)企業(yè)的發(fā)展復(fù)興提出相應(yīng)對(duì)策建議。本文主要?jiǎng)?chuàng)新點(diǎn)在于從新生代消費(fèi)者的視角去研究對(duì)中華老字號(hào)產(chǎn)品的購買意愿,分析中華老字號(hào)企業(yè)缺乏新生代消費(fèi)力支撐的現(xiàn)實(shí),構(gòu)建科學(xué)的測評(píng)量表,突破純理論向定量分析的方法,著力為中華老字號(hào)的新生提供可參考性建議。
[Abstract]:The old Chinese enterprises are an important part of the real economy of our country, but the reality proves that they are also the weakest link. In the process of the economic system transformation and the transformation of the enterprises themselves, the once glorious old Chinese enterprises are in the process of the transformation of the economic system and the enterprises themselves. Showing a lack of stamina and difficulty in survival. Although the society and the government pay close attention to the development of China's old and famous enterprises, and have issued relevant policies and regulations and protective measures many times, the results are not satisfactory, and the buying group is aging. The lack of purchasing support for the new generation of consumers is a difficult problem for the old Chinese enterprises. The facts tell us that it is urgent to strengthen the research on the new generation of consumers and to promote the revival of the old Chinese enterprises. This paper first introduces the research background, the theoretical and practical significance of the research, and explains the research content, research methods and innovation points from the latest trend of the Party and the state to promote the development of China's old famous enterprises, and then introduces the research background, the theoretical and practical significance of the research, at the same time, it explains the research content, research methods and innovation points. On the basis of consulting a large number of relevant documents of Chinese old brand enterprises, this paper designs a new generation of consumers' willingness to buy old Chinese brand products based on the customer perceived value of the new generation of consumers. Then, taking Anqing city as an example, the paper makes an empirical study on the scale, which is carried out in both physical stores and the Internet, and the scale is investigated in advance and formally. The new generation of consumers of different ages are aware of China's old brand products. Then, the collected questionnaire is analyzed by descriptive statistics, factor analysis and regression analysis, and some indexes that do not meet the requirements are eliminated. Finally, the basic value, emotional value, social value are constructed. Through the quantitative analysis of the scale by using SPSS19.0, it is concluded that there is a significant positive correlation between the five independent variables and the customer purchase intention of dependent variables. And the degree of influence is: virtual value, basic value, emotional value, social value, value sharing. Finally, according to the conclusion of the research, from the customer perceived value transmission path, strengthen the virtual value transmission, To strengthen the consumer behavior and consumer psychology of the new generation of consumer research and consumer advice four levels for the development of old Chinese enterprises put forward the corresponding countermeasures and suggestions. The main innovation of this paper is to study the purchase intention of the old Chinese brand products from the perspective of the new generation of consumers, to analyze the reality of the lack of the new generation consumption power of the Chinese old brand enterprises, and to construct a scientific evaluation scale. Break through the pure theory to quantitative analysis, and focus on providing reference suggestions for the new generation of old Chinese brands.
【學(xué)位授予單位】：安慶師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F279.2;F273.2;F713.55

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