發(fā)布時間：2018-04-26 13:30

  本文選題：大數(shù)據(jù) + 消費者��； 參考：《哈爾濱理工大學(xué)》2016年碩士論文

【摘要】：隨著產(chǎn)品同質(zhì)化的日益嚴(yán)重、顧客對產(chǎn)品需求的不斷增加,產(chǎn)品的使用價值已經(jīng)遠(yuǎn)遠(yuǎn)不能滿足人們對品牌的要求,產(chǎn)品的特色及品質(zhì)也成為了人們關(guān)注的焦點,在這種情況下,品牌日益成為企業(yè)提升競爭優(yōu)勢的主要源泉。對企業(yè)而言,一個品牌最大的魅力就是講品牌與消費者的需要緊密融合并且和諧共處,將顧客的情感與品牌的內(nèi)涵和諧地融入品牌關(guān)系中。為了實現(xiàn)這個目標(biāo),品牌通過新興的媒介完成消費者與品牌情感層次的關(guān)系締結(jié),加速提升消費者對品牌的信任與忠誠,以達(dá)到持久性的高品質(zhì)的品牌關(guān)系質(zhì)量。論文首先明確了該問題研究的價值與意義,運用文獻(xiàn)研究法對國內(nèi)外文獻(xiàn)進(jìn)行回顧與數(shù)理,探索論文的研究思路,對消費者和品牌的關(guān)系進(jìn)行總結(jié),明確了論文的研究方向。為了提高產(chǎn)品質(zhì)量,提高顧客的滿意度,進(jìn)而使顧客發(fā)生重復(fù)購買行為,本文在分析了大數(shù)據(jù)背景下消費者購買行為特征、消費者購買決策過程的基礎(chǔ)上,從功能型屬性和情感型屬性兩個維度,感知質(zhì)量、產(chǎn)品價格、銷售渠道、售后服務(wù)、品牌形象等品牌屬性影響因子,性價比、體驗價值、個性化等消費者關(guān)注因子進(jìn)行分析,構(gòu)建了消費者和品牌之間的關(guān)系模型,提出消費者和品牌之間的關(guān)系的提升策略。
[Abstract]:With the increasing homogenization of products and the increasing demand for products, the use value of products has been far from satisfying the requirements of brands, and the characteristics and quality of products have become the focus of attention. Brands are increasingly becoming the main source for enterprises to enhance their competitive advantage. For an enterprise, the greatest charm of a brand is to emphasize the close integration and harmonious coexistence of the needs of the brand and the consumer, and to integrate the emotion of the customer and the connotation of the brand into the brand relationship harmoniously. In order to achieve this goal, brand through the emerging media to complete the relationship between consumers and brand emotional level, accelerate the promotion of consumer trust and loyalty to the brand, in order to achieve lasting high-quality brand relationship quality. Firstly, this paper clarifies the value and significance of the research, reviews the literature at home and abroad, explores the research ideas, summarizes the relationship between the consumer and the brand, and clarifies the research direction of the paper. In order to improve the product quality, improve the customer satisfaction, and make the customer repeat purchase behavior, this paper analyzes the characteristics of consumer purchase behavior and the decision-making process of consumer purchase under the background of big data. From the two dimensions of functional attributes and affective attributes, perceived quality, product price, sales channels, after-sales service, brand image and other factors affecting brand attributes, performance-price ratio, experience value, individuation and other consumer concern factors are analyzed. The relationship model between consumer and brand is constructed, and the promotion strategy of relationship between consumer and brand is put forward.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274

【參考文獻(xiàn)】

相關(guān)博士學(xué)位論文 前2條

1 劉峰;大數(shù)據(jù)時代的電視媒體營銷研究[D];華東師范大學(xué);2014年

2 王曉輝;基于消費者認(rèn)知視角的品牌選擇行為研究[D];山東大學(xué);2009年

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本文編號：1806219