大数据背景下消费者与品牌的关系管理研究

发布时间：2018-04-26 13:30

本文选题：大数据 + 消费者　；参考：《哈尔滨理工大学》2016年硕士论文

【摘要】：随着产品同质化的日益严重、顾客对产品需求的不断增加,产品的使用价值已经远远不能满足人们对品牌的要求,产品的特色及品质也成为了人们关注的焦点,在这种情况下,品牌日益成为企业提升竞争优势的主要源泉。对企业而言,一个品牌最大的魅力就是讲品牌与消费者的需要紧密融合并且和谐共处,将顾客的情感与品牌的内涵和谐地融入品牌关系中。为了实现这个目标,品牌通过新兴的媒介完成消费者与品牌情感层次的关系缔结,加速提升消费者对品牌的信任与忠诚,以达到持久性的高品质的品牌关系质量。论文首先明确了该问题研究的价值与意义,运用文献研究法对国内外文献进行回顾与数理,探索论文的研究思路,对消费者和品牌的关系进行总结,明确了论文的研究方向。为了提高产品质量,提高顾客的满意度,进而使顾客发生重复购买行为,本文在分析了大数据背景下消费者购买行为特征、消费者购买决策过程的基础上,从功能型属性和情感型属性两个维度,感知质量、产品价格、销售渠道、售后服务、品牌形象等品牌属性影响因子,性价比、体验价值、个性化等消费者关注因子进行分析,构建了消费者和品牌之间的关系模型,提出消费者和品牌之间的关系的提升策略。
[Abstract]:With the increasing homogenization of products and the increasing demand for products, the use value of products has been far from satisfying the requirements of brands, and the characteristics and quality of products have become the focus of attention. Brands are increasingly becoming the main source for enterprises to enhance their competitive advantage. For an enterprise, the greatest charm of a brand is to emphasize the close integration and harmonious coexistence of the needs of the brand and the consumer, and to integrate the emotion of the customer and the connotation of the brand into the brand relationship harmoniously. In order to achieve this goal, brand through the emerging media to complete the relationship between consumers and brand emotional level, accelerate the promotion of consumer trust and loyalty to the brand, in order to achieve lasting high-quality brand relationship quality. Firstly, this paper clarifies the value and significance of the research, reviews the literature at home and abroad, explores the research ideas, summarizes the relationship between the consumer and the brand, and clarifies the research direction of the paper. In order to improve the product quality, improve the customer satisfaction, and make the customer repeat purchase behavior, this paper analyzes the characteristics of consumer purchase behavior and the decision-making process of consumer purchase under the background of big data. From the two dimensions of functional attributes and affective attributes, perceived quality, product price, sales channels, after-sales service, brand image and other factors affecting brand attributes, performance-price ratio, experience value, individuation and other consumer concern factors are analyzed. The relationship model between consumer and brand is constructed, and the promotion strategy of relationship between consumer and brand is put forward.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

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