中学培训市场品牌忠诚影响因素实证分析

发布时间：2018-03-02 22:32

本文选题：品牌忠诚　切入点：行为忠诚　出处：《西南交通大学》2008年硕士论文　论文类型：学位论文

【摘要】： 伴随着激烈的市场竞争,消费者的的消费行为更加理性化,品牌转换行为日趋频繁,许多企业面临的问题是消费者的流失以及市场份额的下降。如何培育和维护忠诚的消费者群体已经成为企业市场制胜的重要问题。本论文在吸收前人研究成果的基础上,针对中学培训市场,从消费者的消费心理及行为探讨品牌忠诚的形成机理,构建出中学培训市场品牌忠诚的影响因素模型,从企业和消费者两个方面提出相关理论假设;以成都地区范围内参与中学培训的中学生为问卷调查对象,收集数据,利用SPSS15.0统计软件进行数据分析,实证检验各种影响因素与品牌忠诚的关系,最后确认实证数据对于研究模型和相关假设的支持程度。对于中学培训机构,影响其品牌忠诚的因素主要包括两个方面:一是企业营销因素,即中学培训企业自身的一些因素,主要是中学培训机构课程产品的产品品质、服务质量方面,包括有形性、可信赖性、响应性、安全可靠性、体谅性五个方面,以及培训机构的环境氛围,这些影响因素对于品牌忠诚都是正向影响;另外,企业进行的市场促销活动对品牌忠诚会产生一定的负向影响。二是消费者个人因素,包括两个方面:中学培训企业的消费者——即中学生对于相关群体的重视程度,对品牌忠诚会产生正向影响;人口统计特征中,中学生中的女生会比男生具有更高的品牌忠诚,家长收入越高的中学生,其品牌忠诚也越高。根据实证分析的结果,在结论部分,论文对中学培训行业的企业提出了相关建议,并对该课题的进一步研究提出了展望和建议。
[Abstract]:With the fierce market competition, consumer consumption behavior is more rational, brand switching behavior is becoming more frequent. The problems faced by many enterprises are the loss of consumers and the decline of market share. How to cultivate and maintain loyal consumer groups has become an important issue for enterprises to win the market. On the basis of absorbing the previous research results, this paper discusses the forming mechanism of brand loyalty from consumer's consumer psychology and behavior in view of the middle school training market, and constructs a model of influencing factors of brand loyalty in middle school training market. This paper puts forward the related theoretical hypotheses from two aspects of enterprises and consumers, taking the middle school students who participate in the middle school training in Chengdu area as the survey objects, collecting the data and using the SPSS15.0 statistical software to carry on the data analysis. Empirical test of the relationship between various factors and brand loyalty, and finally confirm the empirical data for the research model and related assumptions support. For middle school training institutions, the factors influencing their brand loyalty mainly include two aspects: one is enterprise marketing factor, that is, some factors of middle school training enterprises themselves, mainly the product quality of curriculum products of middle school training institutions. The quality of service, including tangible, reliable, responsive, safe and reliable, considerate, and the environment of the training institutions, these factors are positive impact on brand loyalty; The marketing activities carried out by enterprises have a certain negative impact on brand loyalty. The second is the consumer's personal factors, including two aspects: the high school training enterprise's consumers-that is, the middle school students' attention to the related groups. In demographic characteristics, female students in middle school have higher brand loyalty than boys, and the higher the parents' income, the higher their brand loyalty. According to the results of the empirical analysis, in the conclusion part, the paper puts forward the relevant suggestions to the enterprises in the middle school training industry, and puts forward the prospects and suggestions for the further study of this subject.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;G630

【引证文献】