【摘要】：隨著經(jīng)濟(jì)的不斷發(fā)展,市場供求模式發(fā)生了翻天覆地的變化。市場中由賣方主宰的市場格局有所改變,主導(dǎo)權(quán)已演變成由消費(fèi)者決定的,企業(yè)為了擁有更多的需求資源,紛紛開啟以消費(fèi)者為導(dǎo)向的營銷,根據(jù)消費(fèi)者的需求開展?fàn)I銷策劃,進(jìn)一步使當(dāng)今企業(yè)面臨的競爭激烈程度不斷增強(qiáng)。我國具有悠久歷史的飲茶文化,茶產(chǎn)業(yè)產(chǎn)業(yè)較大,同時(shí)也是較多地區(qū)經(jīng)濟(jì)支柱。作為旅游城市的杭州,每年擁有數(shù)以萬計(jì)的游客,旅游市場的繁榮推動(dòng)了茶葉市場的消費(fèi),特別是帶動(dòng)了西湖龍井茶葉的消費(fèi),西湖龍井以獅、龍、云、虎、梅為名,因此本文選擇浙茶集團(tuán)旗下獅峰龍井為主要研究對(duì)象,能夠通過品牌形象的相關(guān)研究,進(jìn)行理論模型的構(gòu)建,找尋其品牌形象塑造路徑上的關(guān)鍵因素,將理論落到實(shí)處,為此類弘揚(yáng)傳統(tǒng)文化的老品牌注入新的活力,為我國傳統(tǒng)茶產(chǎn)業(yè)企業(yè)的品牌塑造提供一定的借鑒。本文通過開發(fā)調(diào)查問卷對(duì)購買獅峰龍井的游客進(jìn)行調(diào)研,首先對(duì)購買獅峰龍井的消費(fèi)者進(jìn)行了基本統(tǒng)計(jì)分析,發(fā)現(xiàn)購買茶葉的游客在性別、年齡、教育程度與職業(yè)等方面都具有不同特征體現(xiàn)。然后利用因子分析,提取了影響消費(fèi)者購買獅峰龍井的三大影響因素,并且對(duì)購買茶葉的消費(fèi)者行為進(jìn)行統(tǒng)計(jì)分析,發(fā)現(xiàn)買茶用途最多的是自飲,而考慮因素最多的是價(jià)格,購買渠道最多的是特產(chǎn)專賣店,其次是網(wǎng)上購物。因此獅峰龍井要想提升自己的品牌競爭力而促進(jìn)消費(fèi)者的購買行為,應(yīng)該從用途、價(jià)格與銷售渠道等方面考慮。最后以企業(yè)社會(huì)形象、產(chǎn)品形象、服務(wù)形象為三大影響因子進(jìn)行回歸分析,發(fā)現(xiàn)社會(huì)形象、產(chǎn)品形象與服務(wù)形象都對(duì)消費(fèi)者購買行為產(chǎn)生正向影響作用,且產(chǎn)品形象的影響力度大于服務(wù)形象,而影響力度最小的是社會(huì)形象。因此要想提升消費(fèi)者的購買行為,應(yīng)該從提升企業(yè)產(chǎn)品形象、服務(wù)形象與社會(huì)形象進(jìn)行改善。
[Abstract]:With the development of economy, the mode of market supply and demand has changed dramatically. The market pattern dominated by the seller has been changed, and the dominant power has evolved to be decided by consumers. In order to have more demand resources, enterprises have started consumer-oriented marketing and carried out marketing planning according to the needs of consumers. Further make today's enterprises to face the fierce degree of competition is constantly increasing. China has a long history of tea drinking culture, tea industry is larger, but also more regional economic pillar. Hangzhou, as a tourist city, has tens of thousands of tourists every year. The prosperity of the tourist market has promoted the consumption of tea market, especially the consumption of Xihu Longjing Tea tea. Xihu Longjing Tea is known as lion, dragon, cloud, tiger and plum. Therefore, this paper chooses Lifeng Longjing of Zhejiang Tea Group as the main research object, can carry on the theoretical model construction through the related research of the brand image, find the key factors in the path of its brand image shaping, and put the theory into practice. The new energy is injected into the old brand which carries forward the traditional culture, and it can be used for reference for the brand shaping of the traditional tea industry enterprises in our country. This paper investigates the tourists who buy Lifeng Longjing through the development questionnaire. Firstly, the author makes a basic statistical analysis on the consumers who buy Lifeng Longjing, and finds out that the tourists who buy tea are in the gender, age, etc. Education level and occupation have different characteristics. Then, by using factor analysis, we extract the three factors that affect consumers' purchase of Longjing in Lifeng, and make a statistical analysis on the behavior of consumers who buy tea. It is found that the most used tea is self-drinking, while the most important factor is price. The most buying channels are specialty stores, followed by online shopping. Therefore, if Lion Feng Longjing wants to improve its brand competitiveness and promote consumer's purchase behavior, it should consider the use, price and sales channel. Finally, with the corporate social image, product image and service image as the three factors of regression analysis, we find that the social image, product image and service image have a positive effect on consumer purchase behavior. The influence of product image is greater than that of service image, and the social image is the least. Therefore, in order to improve the purchasing behavior of consumers, we should improve the product image, service image and social image.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F323.5;F713.55

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