基于顾客感知价值的公众对乳制品品牌认知的实证研究
发布时间：2018-09-19 07:44
【摘要】：随着我国改革的不断深化,社会经济和居民收入得到持续稳步的增长,人民生活水平的提高也使得乳制品消费受到越来越高的重视,乳制品的关注点也由过去的价格因素逐渐的开始转向健康、营养等因素,奶业也成为我国食品行业中增长最快的产业之一。然而,当前我国的乳制品行业正面临着来自国际金融危机、欧债危机、三鹿“三聚氰胺”事件、蒙牛“超标致癌物”事件等内外的多重打击。尤其是三鹿奶粉的“三聚氰胺”事件和蒙牛“超标致癌物”事件给我国乳制品行业造成的消极影响要远远超过国外经济动荡所产生的影响,而且这些负面消息会在相当长的一段时间内影响着消费者对乳制品品牌的认知与偏好,因为它严重损害了消费信心,而消费信心的恢复与建立往往需要付出较长时间的努力。基于此,本文从顾客感知价值的角度出发,探讨公众对乳制品品牌认知的情况。 本研究主要包括六个部分：第一部分介绍了研究目的与研究意义,总结了国内外相关的研究现状,概述了本文的研究内容与方法；第二部分在阐述顾客感知价值理论与品牌认知理论的基础上,分析了两者的联系,进而提出了相应的概念模型与研究假设；第三部分介绍了问卷的发放与数据收集工作,并解释说明了各个变量的度量与主要分析方法；第四部分主要对收集的数据进行处理分析,在信度与效度检验的基础上,运用相关分析与回归分析对前面章节提出的假设进行验证,并对分析结果进行了小结与讨论；第五部分分析了该研究对我国乳制品品牌建设的启示,提出了相应的改进措施；最后一部分总结全文。 本文通过在顾客感知价值理论的指导下,对国内消费者的品牌认知及相关心理现象进行研究,在此基础上讨论消费者品牌认知干预与引导策略,及基于乳制品品牌的市场营销策略。具体要达到以下三个目标：第一,对国内消费者乳制品品牌认知的现状、特点、认知倾向和态度进行描述分析；第二,分析消费者对乳制品品牌认知倾向的影响因素；第三,为乳制品生产厂商基于顾客感知价值的市场营销策略提供理论和实证数据的支持。虽然目前关于乳制品消费的研究很多,但是从顾客感知价值的角度探讨公众对乳制品品牌认知倾向的实证研究很少,笔者根据前人的文献总结出了实证分析框架；在研究方法上,本研究不仅采用了多元回归分析,而且运用信度分析、方差分析、因子分析等方法检测各种因素对消费者购买行为的影响程度,使研究结论更具科学性和说服力。
[Abstract]:With the deepening of reform in our country, the social economy and residents' income have been increasing steadily, and the improvement of people's living standard has made dairy products consumption receive more and more attention. Dairy products from the past price factors gradually began to turn to health, nutrition and other factors, dairy industry has become one of the fastest growing food industry in China. However, the dairy industry in our country is facing multiple blows from the international financial crisis, European debt crisis, Sanlu "melamine" incident, Mengniu "exceeding the standard carcinogen" incident and so on. In particular, the "melamine" incident of Sanlu milk powder and the Mengniu incident of "exceeding the standard carcinogen" have caused far more negative effects on the dairy industry in our country than the economic turmoil in foreign countries. Moreover, these negative news will affect consumers' cognition and preference of dairy brand for a long time, because it seriously damages consumer confidence, which often takes a long time to recover and build. Based on this, this paper discusses the public cognition of dairy brand from the perspective of customer perceived value. This research mainly includes six parts: the first part introduces the purpose and significance of the research, summarizes the current research situation at home and abroad, summarizes the research contents and methods of this paper; The second part analyzes the relationship between customer perceived value theory and brand cognition theory, and then puts forward the corresponding conceptual model and research hypothesis. The third part introduces the distribution of questionnaires and data collection. The fourth part mainly deals with the collected data, based on the reliability and validity test. Use correlation analysis and regression analysis to verify the hypothesis put forward in the previous chapter, and summarize and discuss the results of the analysis. The fifth part analyzes the inspiration of the research to the construction of dairy brand in China, and puts forward the corresponding improvement measures. The last part summarizes the full text. Under the guidance of the theory of customer perceived value, this paper studies the brand cognition and related psychological phenomena of domestic consumers, and then discusses the intervention and guiding strategies of consumer brand cognition. And marketing strategy based on dairy brand. To achieve the following three specific objectives: first, the status quo, characteristics, cognitive tendency and attitude of domestic consumers dairy brand cognitive analysis; second, analysis of consumer cognitive tendency to dairy brand factors; third, It provides theoretical and empirical data to support the marketing strategies of dairy manufacturers based on customer perceived value. Although there are a lot of researches on dairy products consumption at present, there are few empirical studies on the cognitive tendency of dairy brand from the perspective of customer perceived value. The author summarizes the empirical analysis framework according to the previous literature. In terms of research methods, this study not only adopts multiple regression analysis, but also uses reliability analysis, variance analysis, factor analysis and other methods to test the influence of various factors on consumer purchase behavior. To make the research conclusions more scientific and persuasive.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82
本文编号：2249484
[Abstract]:With the deepening of reform in our country, the social economy and residents' income have been increasing steadily, and the improvement of people's living standard has made dairy products consumption receive more and more attention. Dairy products from the past price factors gradually began to turn to health, nutrition and other factors, dairy industry has become one of the fastest growing food industry in China. However, the dairy industry in our country is facing multiple blows from the international financial crisis, European debt crisis, Sanlu "melamine" incident, Mengniu "exceeding the standard carcinogen" incident and so on. In particular, the "melamine" incident of Sanlu milk powder and the Mengniu incident of "exceeding the standard carcinogen" have caused far more negative effects on the dairy industry in our country than the economic turmoil in foreign countries. Moreover, these negative news will affect consumers' cognition and preference of dairy brand for a long time, because it seriously damages consumer confidence, which often takes a long time to recover and build. Based on this, this paper discusses the public cognition of dairy brand from the perspective of customer perceived value. This research mainly includes six parts: the first part introduces the purpose and significance of the research, summarizes the current research situation at home and abroad, summarizes the research contents and methods of this paper; The second part analyzes the relationship between customer perceived value theory and brand cognition theory, and then puts forward the corresponding conceptual model and research hypothesis. The third part introduces the distribution of questionnaires and data collection. The fourth part mainly deals with the collected data, based on the reliability and validity test. Use correlation analysis and regression analysis to verify the hypothesis put forward in the previous chapter, and summarize and discuss the results of the analysis. The fifth part analyzes the inspiration of the research to the construction of dairy brand in China, and puts forward the corresponding improvement measures. The last part summarizes the full text. Under the guidance of the theory of customer perceived value, this paper studies the brand cognition and related psychological phenomena of domestic consumers, and then discusses the intervention and guiding strategies of consumer brand cognition. And marketing strategy based on dairy brand. To achieve the following three specific objectives: first, the status quo, characteristics, cognitive tendency and attitude of domestic consumers dairy brand cognitive analysis; second, analysis of consumer cognitive tendency to dairy brand factors; third, It provides theoretical and empirical data to support the marketing strategies of dairy manufacturers based on customer perceived value. Although there are a lot of researches on dairy products consumption at present, there are few empirical studies on the cognitive tendency of dairy brand from the perspective of customer perceived value. The author summarizes the empirical analysis framework according to the previous literature. In terms of research methods, this study not only adopts multiple regression analysis, but also uses reliability analysis, variance analysis, factor analysis and other methods to test the influence of various factors on consumer purchase behavior. To make the research conclusions more scientific and persuasive.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82
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