西湖狮峰龙井品牌形象对消费者购买行为的影响研究

发布时间：2018-07-14 18:54

【摘要】：随着经济的不断发展,市场供求模式发生了翻天覆地的变化。市场中由卖方主宰的市场格局有所改变,主导权已演变成由消费者决定的,企业为了拥有更多的需求资源,纷纷开启以消费者为导向的营销,根据消费者的需求开展营销策划,进一步使当今企业面临的竞争激烈程度不断增强。我国具有悠久历史的饮茶文化,茶产业产业较大,同时也是较多地区经济支柱。作为旅游城市的杭州,每年拥有数以万计的游客,旅游市场的繁荣推动了茶叶市场的消费,特别是带动了西湖龙井茶叶的消费,西湖龙井以狮、龙、云、虎、梅为名,因此本文选择浙茶集团旗下狮峰龙井为主要研究对象,能够通过品牌形象的相关研究,进行理论模型的构建,找寻其品牌形象塑造路径上的关键因素,将理论落到实处,为此类弘扬传统文化的老品牌注入新的活力,为我国传统茶产业企业的品牌塑造提供一定的借鉴。本文通过开发调查问卷对购买狮峰龙井的游客进行调研,首先对购买狮峰龙井的消费者进行了基本统计分析,发现购买茶叶的游客在性别、年龄、教育程度与职业等方面都具有不同特征体现。然后利用因子分析,提取了影响消费者购买狮峰龙井的三大影响因素,并且对购买茶叶的消费者行为进行统计分析,发现买茶用途最多的是自饮,而考虑因素最多的是价格,购买渠道最多的是特产专卖店,其次是网上购物。因此狮峰龙井要想提升自己的品牌竞争力而促进消费者的购买行为,应该从用途、价格与销售渠道等方面考虑。最后以企业社会形象、产品形象、服务形象为三大影响因子进行回归分析,发现社会形象、产品形象与服务形象都对消费者购买行为产生正向影响作用,且产品形象的影响力度大于服务形象,而影响力度最小的是社会形象。因此要想提升消费者的购买行为,应该从提升企业产品形象、服务形象与社会形象进行改善。
[Abstract]:With the development of economy, the mode of market supply and demand has changed dramatically. The market pattern dominated by the seller has been changed, and the dominant power has evolved to be decided by consumers. In order to have more demand resources, enterprises have started consumer-oriented marketing and carried out marketing planning according to the needs of consumers. Further make today's enterprises to face the fierce degree of competition is constantly increasing. China has a long history of tea drinking culture, tea industry is larger, but also more regional economic pillar. Hangzhou, as a tourist city, has tens of thousands of tourists every year. The prosperity of the tourist market has promoted the consumption of tea market, especially the consumption of Xihu Longjing Tea tea. Xihu Longjing Tea is known as lion, dragon, cloud, tiger and plum. Therefore, this paper chooses Lifeng Longjing of Zhejiang Tea Group as the main research object, can carry on the theoretical model construction through the related research of the brand image, find the key factors in the path of its brand image shaping, and put the theory into practice. The new energy is injected into the old brand which carries forward the traditional culture, and it can be used for reference for the brand shaping of the traditional tea industry enterprises in our country. This paper investigates the tourists who buy Lifeng Longjing through the development questionnaire. Firstly, the author makes a basic statistical analysis on the consumers who buy Lifeng Longjing, and finds out that the tourists who buy tea are in the gender, age, etc. Education level and occupation have different characteristics. Then, by using factor analysis, we extract the three factors that affect consumers' purchase of Longjing in Lifeng, and make a statistical analysis on the behavior of consumers who buy tea. It is found that the most used tea is self-drinking, while the most important factor is price. The most buying channels are specialty stores, followed by online shopping. Therefore, if Lion Feng Longjing wants to improve its brand competitiveness and promote consumer's purchase behavior, it should consider the use, price and sales channel. Finally, with the corporate social image, product image and service image as the three factors of regression analysis, we find that the social image, product image and service image have a positive effect on consumer purchase behavior. The influence of product image is greater than that of service image, and the social image is the least. Therefore, in order to improve the purchasing behavior of consumers, we should improve the product image, service image and social image.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.5;F713.55

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