液态奶品牌形象对消费者购买意愿的影响研究

发布时间：2018-04-21 02:35

本文选题：液态奶 + 品牌形象　；参考：《内蒙古财经大学》2017年硕士论文

【摘要】：随着经济社会的发展,近年来,乳制品行业的势头发展迅猛,逐渐成为了我国发展最快的行业之一。一方面,液态奶作为乳制品的第一大品类,消费者对其的消费偏好较其他乳制品要高很多,消费总量也在不断上升,市场前景广阔。另一方面,由于生产者众多导致的该市场竞争也日趋白热化,行业平均利润也呈下降趋势。该市场的竞争模式已经从产品时代过渡到了品牌时代,品牌成为了各大企业的核心竞争力。在此背景下,本研究以液态奶消费者为研究对象,在回顾国内外学者有关品牌形象模型研究的基础上,以贝尔模型为基础,结合行业的具体特点,通过加入营销形象到品牌形象中来,使得本研究的品牌形象的维度更丰富,更全面。同时,将顾客感知价值这一中介变量加入,创建了一个“品牌形象——顾客感知价值——消费者购买意愿”这样一个新的路径来研究三者之间的作用机理。通过利用spss17.0及其他分析软件对实际调查收回的数据进行分析,最终不仅验证了品牌形象新维度划分的正确性,同时验证了新路径下,品牌形象、顾客感知价值、消费者购买意愿三者之间存在的影响关系。最后,本文针对研究结论,对液态奶行业的发展提出自己的一些建议和启示,指出本研究可能存在的创新点,并对本文的研究局限做出说明,提出今后的研究展望。
[Abstract]:With the development of economy and society, the dairy industry has developed rapidly in recent years, and has gradually become one of the fastest growing industries in China. On the one hand, liquid milk as the largest category of dairy products, consumers' consumption preference is much higher than other dairy products, the total amount of consumption is also rising, the market prospects are broad. On the other hand, the market competition due to the large number of producers is becoming more and more intense, and the average profit of the industry is also decreasing. The competition mode of this market has already transitioned from the product age to the brand era, and the brand has become the core competitiveness of each big enterprise. Under this background, this research takes the liquid milk consumer as the research object, on the basis of reviewing the domestic and foreign scholars' research about brand image model, taking Bell model as the foundation, combining the specific characteristics of the industry. By adding marketing image to brand image, the dimension of brand image in this study is richer and more comprehensive. At the same time, by adding customer perceived value as an intermediary variable, a new path of "brand image-customer perceived value-consumer purchase intention" is created to study the mechanism between them. By using spss17.0 and other analysis software to analyze the data collected from the actual investigation, it not only verifies the correctness of the new dimension division of brand image, but also verifies the brand image and customer perceived value under the new path. The relationship between consumers' willingness to buy. Finally, based on the conclusion of the study, this paper puts forward some suggestions and enlightenment to the development of liquid milk industry, points out the possible innovation points of this study, and explains the limitations of this research, and puts forward the future research prospects.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F273.2;F713.55

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