中国文化背景下孝道态度对代际品牌忠诚的影响效应

发布时间：2018-01-19 19:05

本文关键词： 代际影响孝道态度品牌忠诚权力距离　出处：《华东师范大学》2009年硕士论文　论文类型：学位论文

【摘要】： 当今企业面临的竞争越来越激烈,而且这种竞争因国内企业之间以及国内企业与国际巨头之间的竞争而呈现出白热化的状态。因此,近年来,营销领域呈现出越来越明显的消费者中心导向,不少企业都把顾客忠诚视作吸引和挽留有价值顾客的战略工具,并希望借此来驱动顾客的持续购买行为,实现最大化的顾客资产。一个人的价值观对一个人的思想和行为都具有一定的影响或调节作用,使其指向一个特定目标或带有一定的倾向性。因此,本研究从中国的文化背景出发,研究有中国特色的孝道态度对代际品牌忠诚的影响效应。本文主要以大学生为对象发放问卷,收集数据后使用SPSS统计软件对数据进行统计分析,包括描述性统计分析、单因素方差分析、独立样本T检验分析、信度分析、回归分析等。本论文共分为五章。第一章为导论部分,主要介绍本文的研究背景和研究目的;第二章为相关文献回顾,主要包括对国内外代际影响、品牌忠诚、孝道态度等的研究回顾;第三、四章为实证部分,主要包括研究设计、研究方法、数据分析等;第五部分为研究结论,包括管理意义,研究的局限性以及今后的研究方向。本论文为企业的忠诚度营销提供了一个战略工具。中国企业在提高顾客忠诚度的时候,应该注意消费者价值观的作用,可以用孝道态度的高低作为市场细分变量来细分市场,从而制定确定不同的营销策略。
[Abstract]:Nowadays, enterprises are facing more and more fierce competition, and this kind of competition is becoming more and more intense because of the competition among domestic enterprises and between domestic enterprises and international giants. Therefore, in recent years. In the field of marketing, there is a more and more obvious consumer-centered orientation. Many enterprises regard customer loyalty as a strategic tool to attract and retain valuable customers, and hope to use it to drive customers' continuous buying behavior. Maximize customer assets. A person's values have a certain influence or adjustment on a person's thought and behavior, so that they point to a specific goal or have a certain tendency. Therefore, this study starts from the Chinese cultural background. This paper studies the effect of filial piety attitude with Chinese characteristics on intergenerational brand loyalty. This article mainly takes the university student as the object to issue the questionnaire, after collecting the data carries on the statistical analysis to the data by SPSS statistical software, including descriptive statistical analysis, single factor variance analysis, independent sample T-test analysis. Reliability analysis, regression analysis, etc. This paper is divided into five chapters. The first chapter is the introduction, mainly introduces the research background and purpose of this paper; The second chapter is a review of relevant literature, including the intergenerational impact at home and abroad, brand loyalty, filial attitude and so on. The third and fourth chapter is the empirical part, which mainly includes the research design, the research method, the data analysis and so on; Part 5th is the conclusion of the research, including the significance of management, the limitations of the research and the future research direction. This paper provides a strategic tool for enterprise loyalty marketing. Chinese enterprises should pay attention to the role of consumer values in improving customer loyalty. The level of filial piety attitude can be used as market subdivision variable to determine different marketing strategies.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F224

【引证文献】