中国白酒消费心理学研究.docxVIP

本 科 毕 业 论 文中国白酒的消费心理学研究——以“茅台酒”为例Research on consumer psychology Chinese liquor -- Taking Moutai wine as an example作 者余作婷专业应用心理学指导教师肖格格 副教授分 院教育管理学院二〇一四年五月致 谢本次论文的写作都是在肖格格指导老师的细心专业的指导下完成的。感谢肖老师以及班级老师这四年来对我专业知识的教导，同时也感谢2010级应用心理学专业同学们对我的帮助，才成就了我今天的成长。在未来的生活中，我会把大学四年来所学到的知识运用到我的工作学习中，成为一个学以致用的新一代大学毕业生。摘 要白酒行业的竞争日益激烈，茅台酒作为白酒行业的领军品牌更是要身先为例寻求突破，本论文是以消费心理学为理论依据从更深的层面上解析茅台酒企业以及其他白酒企业在面临严峻的市场压力下该采取怎样的市场决策。本论文将从茅台酒的历史，工艺，产品，发展概况以及行业分析等方面分析茅台酒成为酒林至尊的多方面因素。本论文主要是以消费心理学为理论基础研究白酒消费者的消费心理，消费者从产生需要到采取购买行为之间存在着一个消费暗箱，而这个消费暗箱成为消费者选择最终消费产品的关键因素，只有对这个暗箱的进一步研究，才能有效的得出品牌需要在哪些方面做出努力。而对零需要人群的研究则是排除需要的因素，只有品牌影响的因素分析品牌在哪些方面对消费人群有影响。基于此理论基础本论文对茅台没有过消费的20岁到30岁的人群进行问卷调查，分析茅台酒在零消费人群中的品牌形象，以及零消费人群对茅台酒的品牌认知。通过数据分析得出结论，结合白酒市场提出科学的建议。关键词：白酒 ；茅台；消费心理学；零消费群体。ABSTRACTLiquor industry competition is becoming increasingly fierce, as the leader of the liquor industry brand is to take as an example the demand breakthrough, with consumer psychology as the theoretical basis for the analysis from a deeper level, Maotai wine enterprises and other liquor enterprises facing severe market pressure how to take the market decision. This paper from Maotai wine history, technology, products, summed up the development and industry analysis, analysis of various factor Maotai wine is wine Lin supreme.This thesis is based on the theory of consumer psychology, consumer generated from the need to purchase behavior exists between a consumer black box, the box becomes a key consumer consumption of final consumption products, further research on the black box only, can effectively the brand needs to make efforts in what aspects, and to zero the need for population studies is the exclusion of need factors, as long as the factors of brand influence analysis in what aspects of the brand and consumer groups have effect. Based on the theoretical basis of this thesis on Moutai no consumption of 20 to 30 years old, questionnaires, analysis of the brand image Moutai wine at zero consumption crowd, brand cognition on Moutai wine a