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1、毕业论文(2010届)消费者个性和品牌个性相关关系研究消费者个性和品牌个性相关关系研究摘要纵观现在社会,商品如山,品牌如云,产品同质化现象非常严重,品牌个性就成为解决这些问题的重要手段,加之随着消费者需求的转变,消费者往往更愿意购买有明显品牌个性的产品。我们可以从消费者角度出发研究品牌个性,使品牌个性切合消费者需求,凸显消费者个性,把消费者个性和品牌个性结合起来,建立基于消费者个性的品牌个性,从而激发消费者的购买欲望,选购可以代表自己个性的品牌,从而提升消费者的购买力和品牌价值。所以了解消费者个性和品牌个性的相关关系,对品牌营销有着现实性的重要意义。本文在对消费者个性和品牌个性相关理论
2、进行探讨的基础上,通过研究动感地带品牌个性和消费者个性的相关文献,建立动感地带消费者个性和品牌个性关系模型,并通过收集的调查问卷数据,运用SPSS数据分析软件进行描述分析、信度、效度分析、因子分析、回归分析等实证分析,研究结果表明动感地带消费者个性的类型有积极活跃型、实践思考型、艺术敏感型、热情社交型、冲动兴奋型、能干利他型;动感地带的时尚品牌个性与消费者个性与不仅存在着相关关系,还存在着回归关系。从而为实施品牌营销提供理论与实践依据。关键词:消费者个性;品牌个性;实证研究消费者个性和品牌个性相关关系研究AbstractReviewingsocietytoday,thereareman
3、yproductsandbrands,However,producthomogeneityisveryserious.Sobrandpersonalityhasbecomeanimportantmeanstosolvetheseproblems.AndWiththechangesinconsumerdemand,Consumersareoftenmorewillingtobuyproductswithsignificantbrandpersonality.Wecanfromtheconsumerpointofviewtostudythebrandpersonality,makingbr
4、andpersonalitysuittheconsumerdemand,highlightstheconsumerpersonality,combinewithconsumerpersonalityandbrandpersonalitytobuildthebrandpersonalitybasedontheconsumerpersonality,Thusstimulatestheconsumers'desiretobuyandchoosethebrandthatrepresenttheirownpersonality,enhancingconsumerpurchasingpoweran
5、dbrandvalue.Sounderstandingtherelationshipofconsumerpersonalityandbrandpersonalityhaspracticalsignificanceforbrandmarketing.Thisarticlebasedontheexploreoftherelatedtheoryofconsumerspersonalityandbrandpersonality,throughtheresearchofm-zoneconsumerspersonalityandbrandpersonalityliterature,establis
6、hingtherelationshipmodelofm-zoneconsumerpersonalityandbrandpersonality,andthroughthequestionnairedatacollection,usingSPSSdataanalysissoftwaretoconductadescriptiveanalysis,reliabilityanalysis,validityanalysis,factoranalysis,regressionanalysis,empiricalanalysis,theresearchresultindicatesthatthetyp
7、eofm-zoneconsumerpersonalityhasactivetype,practiceandthinkingtype,artsensitivetype,enthusiasticandsocialtype,impulseandexcitingtypeandcapableandaltruismtype;thefashionablebrandpersonalityofm-zonenotonlyexistrelatedrelationsh