【作者】 张东晗；

【导师】 陆娟；

【作者基本信息】 中国农业大学 ， 农业经济管理， 2004， 硕士

【摘要】 随着我国市场经济的建立和发展，企业间的竞争越来越激烈，同时消费者消费行为也日趋理性化，在这种情况下，企业普遍面临的问题就是消费者的转移与流失以及市场份额的不断下降。如何培育高忠诚的消费者群体成为企业界迫切关心的问题，而培育高忠诚消费群体的关键是要了解消费者品牌忠诚的形成过程，了解哪些因素可以影响消费者品牌忠诚以及其影响力度如何。这正是本文试图解决的问题。 目前，国内学者们对消费者品牌忠诚度已展开了深入的研究，对品牌忠诚影响因素虽有所涉及，但专门针对消费者品牌忠诚度影响因素的研究还显得相对不足，结合具体行业或产品进行实证研究的著作并不多见。国外学者虽然对消费者品牌忠诚影响因素进行了相当多的定量研究，但相应研究结论是否适应中国市场还存在很大不确定性。 基于上述思考，本文以液态奶消费为例对消费者品牌忠诚影响因素进行定性与定量的研究，即本文第三、四、五章内容。第三章研究消费者品牌忠诚形成过程，包括品牌忠诚形成的一般过程、心理过程以及品牌忠诚形成过程中态度与行为的关系；第四章对消费者品牌忠诚影响因素进行定性研究，具体从消费者层面和企业营销层面提出若干理论假设；第五章对消费者品牌忠诚影响因素进行实证分析，通过对北京地区12家超市6个售奶点的液态奶消费者进行的抽样调查，运用因子分析与回归分析的方法对调查结果进行计量分析，阐明了消费者品牌忠诚度各影响因素的影响力度，对第四章所做假设进行验证。 经过研究发现，消费者层面和企业营销层面的影响因素总体对消费者品牌忠诚有显著影响。消费者层面中，消费者性别、年龄、收入、职业、婚姻状况以及对待时间的态度对消费者品牌忠诚形成有显著影响，而消费者受教育程度、消费者对相关群体的态度、消费者对风险的态度、消费者对自我形象的态度对品牌忠诚影响不大；企业营销层面中，产品知觉质量、品牌知名度、价格、购买便利性、广告、销售促进对消费者品牌忠诚有显著影响，而包装对品牌忠诚影响不大。依据结论，乳品企业可以对重要影响因素加大营销投入，合理配置资源以提高消费者品牌忠诚。更多还原

【Abstract】 With the establishment and development of market economy in our country, competition between enterprises is becoming more and more intensive; on the other hand, the consuming behaviors of consumers are more reasonable. In this condition, the question that most enterprises are facing is the switching and running off of consumers and continuous decreasing of marketing shares. Now most enterprise are concerned about how to cultivate high loyalty consumers group, while the key to cultivate high loyalty consumers group is to learn about forming process of consumer brand loyalty and know which factors can effect consumer brand loyalty and to what degree that been effected. Those are questions that this article wants to solve.At present, scholars in china have made many researches on consumer brand loyalty. There are some researches involving the influencing factors of consumer brand loyalty, however, the research only facing to the influencing factors is insufficient. The study that integrates one industry or one product is too little. Although scholars abroad have done a lot of quantitative analyses to the influencing factors, it is unsure whether the conclusion is suitable for china or not.Considering these above aspects, the paper has made qualitative and quantitative researches on the influencing factors of consumer brand loyalty, taking the fluid milk consumption as an example. These are contents of the third, the fourth and the fifth chapter. The third chapter is studying the formation of the consumer brand loyalty, including the common and mentality procession, the relation between the attitude and the behavior during the formation of brand loyalty; the fourth chapter will make qualitative research on the influencing factors of consumer brand loyalty, bringing forward several supposes from the consumer level and the marketing level; the fifth chapter is the demonstration section on the influencing factors. Making use of the spot investigation to the liquid milk consumers in the 12 supermarkets and 6 milk spots, we will use factors analysis and regressions method to analyze investigation result and illustrate the degree of each influencing factor of consumer brand loyalty so as to testify the supposes that have been made in the fourth chapter.Through the analysis, we find that the influencing factors of the consumer level and the marketing level make great effects on consumer brand loyalty. Seeing from the consumer level, the factors of sex, age, income, occupation of the consumer, marital status and the attitude to time have remarkable influences to loyalty formation, but the education, the attitude to related community suggestions, the attitude to risk, the attitude to ego image are not outstanding; Seeing from the marketing level, the consciousness quantity, price of the product, the convenience of purchase, the advertise, the special promotions have the remarkable influences, but the influence of packing to the brand loyalty is not outstanding. According to this conclusion, dairy enterprises should pay more attention to the important factors and collocate resources reasonably to improve consumer brand loyalty.更多还原