城市消费者家用轿车品牌偏好的研究

发布时间：2018-01-25 00:10

本文关键词： 城市消费者家用轿车品牌偏好结合分析　出处：《东北大学》2009年硕士论文　论文类型：学位论文

【摘要】：品牌和品牌偏好一直以来都是国、内外专家学者研究的热点。近年来,国、内外专家学者对品牌和品牌偏好的研究成果不断突破、更新,但对汽车品牌偏好的研究不多,特别是定量研究较少。本研究以城市消费者为样本,以消费者对家用轿车的品牌偏好为研究对象,采用实证研究的方法确定了城市消费者购买家用轿车的关键属性；并采用结合分析法,计算品牌偏好属性的重要性权重和属性水平的效用值,对品牌偏好进行测度。全文由六个部分构成：首先,从汽车产业现状和消费者品牌认知两个角度阐述研究背景,从理论意义和实践价值两个角度说明研究的意义,以及研究的思路和方法；并对国、内外研究者在品牌、品牌属性、品牌偏好、汽车品牌偏好属性和品牌偏好测量方面的研究成果进行综述,提出本文的研究内容。其次,在实证研究部分,对以往关于汽车品牌偏好属性的研究成果进行汇总、梳理,确定了城市消费者购买家用轿车的12个候选属性；采用7级李克特量表对城市消费者对12个候选属性的关注度进行问卷调查,收集第一手数据,以定量分析和定性分析相结合的方法确定城市消费者购买家用轿车的6个关键属性；并围绕6个关键属性及其属性水平进行产品模拟,采用9级李克特量表对城市消费者购买实验产品的可能性进行问卷调查,收集第一手数据,利用结合分析法计算品牌偏好属性的重要性权重和属性水平的效用值,由此对城市消费者购买家用轿车的品牌偏好进行测度。最后,对研究结果进行解释,并从管理角度为汽车企业进一步了解城市消费者品牌偏好、制定产品研发和市场营销战略提出建议。
[Abstract]:Brand and brand preference has always been the focus of domestic and foreign experts and scholars. In recent years, domestic and foreign experts and scholars of brand and brand preference research results have been breaking through and updating. However, there are few researches on automobile brand preference, especially quantitative research. This research takes the urban consumers as the sample, takes the consumer's brand preference to the household car as the research object, uses the empirical research method to determine the key attribute of the urban consumer buying the household car; The importance weight of brand preference attribute and the utility value of attribute level are calculated by combining analysis method to measure brand preference. The full text is composed of six parts: first, from the automotive industry status and consumer brand cognition two angles to elaborate the research background, from the theoretical and practical value of two angles to explain the significance of the study. The train of thought and method of research; And domestic and foreign researchers in the brand, brand attributes, brand preferences, car brand preference attributes and brand preference measurement of research results are summarized, and put forward the research content of this paper. In the part of empirical research, the author summarizes the previous research results on the attribute of automobile brand preference, combs, and determines 12 candidate attributes for urban consumers to buy household cars. A questionnaire survey was conducted on the 12 candidate attributes of urban consumers by using the 7-level Richter scale, and the first-hand data were collected. Using the method of quantitative analysis and qualitative analysis to determine the six key attributes of urban consumers buying household cars; And around the six key attributes and their attributes level of product simulation, using the 9-level Richter scale to the possibility of urban consumers to buy experimental products questionnaire survey, collect first-hand data. This paper calculates the importance weight of brand preference attribute and the utility value of attribute level by combining analysis method, and then measures the brand preference of urban consumers to buy household car. Finally, the research results are explained. From the perspective of management, suggestions are put forward for automobile enterprises to further understand the brand preferences of urban consumers and to formulate product development and marketing strategies.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.471;F224

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