基于消费者视角下的家纺品牌个性研究

发布时间：2018-05-17 06:44

本文选题：家用纺织品 + 消费者视角　；参考：《浙江理工大学》2015年硕士论文

【摘要】：品牌建设主要包括品牌定位品牌形象品牌传播以及品牌的整体营销，而品牌定位中又包括品牌介绍品牌个性品牌价值品牌战略等，品牌个性是品牌人格化情感化及个性化的品牌形象的塑造在这个彰显个性的时代，品牌个性在品牌建设中的作用日益凸显近年来，家纺品牌发展取得显著成效，但品牌同质化以及品牌集中度低等现象依然普遍存在，随着家纺消费者的消费观念和消费方式日趋情感化，品牌个性塑造的问题不容忽视论文首先通过查阅国内外文献资料，概述品牌个性的概念及特点，结合家纺品牌特征，对家纺品牌个性以及家纺品牌个性维度进行阐述，，分析家纺品牌个性与其它品牌个性的差异其次，通过对专家和消费者的深度访谈，设计家纺品牌个性问卷，对被调查者的基本信息进行收集与分析，可知消费者群体的人口特征和品牌个性之间存在着直接联系，其年龄受教育程度社会地位兴趣爱好生活及工作环境等个性因素在一定程度上会影响消费者的个性诉求再运用SPSS软件对回收的有效问卷进行数据分析，获得家纺品牌个性维度量表，家纺品牌的个性主要表现在纯真和称职这两个维度，具体个性特征表现为自然舒适静谧女性时尚经典实用私密等；以莎鲨家纺品牌为实测对象，运用问卷调查法和数学分析法获得莎鲨家纺品牌个性维度量表，莎鲨家纺品牌的个性维度主要表现为纯真和刺激，具体品牌个性表现为时尚奢华优雅精致等，表明家纺品牌个性维度量表具有一定的有效性，并且，不同品牌的个性维度存在差异，因此企业在品牌的实际运营中应结合自身品牌特征进行品牌个性的塑造最后，根据品牌个性维度理论，提出品牌个性在现代家纺品牌产品设计中的创新启示，即品牌个性维度的建立可以更好地细分家纺行业市场，为品牌与市场以及消费者需求之间找寻准确的品牌定位；运用品牌个性维度的研究可以比较系统科学的总结出品牌个性特征，并使之与消费者个性特质相匹配，在此基础上细分家纺的产品结构，更有针对性的对产品进行设计开发定位综上所述，品牌个性维度具有理论研究和实践应用双重意义，在现今家纺品牌竞争的营销背景下，家纺企业要想树立独特的品牌形象，赢得忠诚客户群，应明确自身的品牌定位，塑造鲜明的品牌个性在塑造品牌个性的过程中，可以通过自身的品牌个性维度测量，进行产品的个性化设计及营销模式的个性化定制，使品牌个性化情感化消费成为新的消费时尚
[Abstract]:Brand construction mainly includes brand positioning, brand image, brand communication and brand overall marketing, and brand positioning includes brand introduction, individual brand value, brand strategy, etc. Brand individuality is the personalization of brand and the shaping of individual brand image. In this era, brand personality plays a more and more important role in brand construction. In recent years, the development of home textile brand has achieved remarkable results. However, the homogeneity of brand and the low concentration of brand still exist widely. With the increasing emotion of consumer's consumption concept and consumption mode, the problem of shaping brand personality can not be ignored. First of all, through consulting domestic and foreign literature, this paper summarizes the concept and characteristics of brand personality, combining with the characteristics of home textile brand, expounds the family textile brand personality and the dimension of home textile brand personality. Secondly, through the in-depth interviews with experts and consumers, the author designs the household textile brand personality questionnaire to collect and analyze the basic information of the respondents. It can be seen that there is a direct relationship between the demographic characteristics of the consumer group and the brand personality. Their age, education, social status, interest, life, working environment and other personality factors will influence consumers' personality demands to a certain extent and then use SPSS software to carry out data analysis on the valid questionnaires. Home textile brand personality dimension scale, home textile brand personality mainly in the dimensions of innocence and competence, the specific personality characteristics of natural comfort, quiet, women fashion classic, practical privacy, etc. The questionnaire and mathematical analysis were used to obtain the personality dimension scale of Shark home textile brand. The personality dimension of the brand was mainly pure and stimulating, and the specific brand personality was fashion, luxury, elegant and exquisite. It shows that the scale of family textile brand personality dimension has certain validity, and different brand personality dimensions are different, so enterprises should combine their own brand characteristics in the actual operation of the brand to shape the brand personality. According to the theory of brand personality dimension, this paper puts forward the innovation enlightenment of brand personality in the design of modern home textile brand product, that is, the establishment of brand personality dimension can better subdivide the market of home textile industry. For the brand and the market as well as the consumer demand between the accurate brand positioning; using the brand personality dimension of the study can be more systematic and scientific summary of brand personality characteristics and make it match with consumer personality characteristics. On the basis of this, the product structure of home textile is subdivided, and the design and development orientation of the product is more targeted. To sum up, the dimension of brand personality has both theoretical research and practical significance. Under the marketing background of home textile brand competition, home textile enterprises want to establish a unique brand image, win loyal customer base, In the process of shaping brand personality, we can measure the dimension of brand personality, carry on the individuation design of product and the individualized customization of marketing mode. Making brand individualized emotional consumption a new consumption fashion
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.81;F273.2;TS106.7

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