影响农村消费者品牌选择行为的核心要素及营销对策研究

【作者】 李梅；

【导师】 徐会奇；

【作者基本信息】 青岛大学 ， 企业管理， 2009， 硕士

【摘要】 在现代社会,品牌已经成为学术研究和市场管理的热门课题,而学术界对品牌决策的研究集中于具有较高收入水平的城市居民,没有给企业进军农村消费品市场提供一定的理论指导,企业界针对我国农村消费者所采取的市场营销策略也往往是对城市消费者市场的复制。因此,研究影响农村消费者品牌选择行为的因素并提出营销决策尤为重要。本研究以农村消费者为研究对象,从消费者行为角度出发来研究农村消费者品牌选择行为的影响因素,对企业开拓农村消费品市场、制定品牌决策具有重要的理论指导意义。本文通过对品牌选择理论及其模型和以往对影响消费者品牌选择行为的因素的回顾,结合深度访谈和问卷调查的数据,利用统计软件SPSS对调查数据进行因素分析,得出影响消费者对耐用消费品品牌选择行为的7个因子,即:需求质量、示范效应、品牌个性和形象、服务水平、价格、广告劝说、舶来品影响。并使用EVIEWS软件对模型作验证因素分析;在此基础上,结合农村居民的消费特性和现阶段农村消费品市场现状,针对农村消费者品牌选择影响因素,以4P营销框架为主线,从企业的角度进行了营销对策的探讨,以期为企业进行品牌决策提供一定的理论指导。更多还原

【Abstract】 Nowadays,brand has become a popular topic both in academic field and in real corporation management.However,most of studies centralize in citizens who have relatively high income.This phenomenon indicates that it lacks theoretical guidelines when companies want to expand to rural area market.Furthermore,companies can only apply marketing strategies in cities when entering into market in rural areas.Therefore,it is vital to study human behavior of rural area consumers for branded products. This essay focuses on consumers in rural areas in order to study the aspects that influence their buyer behavior.It can be a guideline for companies to make marketing strategies to enter into to rural areas.The methodology is combining the following:1.Former studies and models of brand selection theory and its determinations;2.Face to face interviews and questionnaire;3.Analysis in the assist of statistical software SPSS and model formation;4.Validation of model by LISREL software.In summary,there are 7 aspects that can have influence on consumer behavior in rural area.1.Demanding quality;2.Demonstration effect;3.Brand image and entity;4.Services;5.Price;6.Advertisements;7.Influence of exotic products.By analyzing these 7 aspects with current market of rural areas for branded products and specialties of their consumers,this essay takes a further look at marketing strategies of companies through 4P structure.更多还原