杭州市场品牌女装品牌忠诚影响因素研究-企业管理专业论文.docxVIP

浙江大学硕士学位论文 浙江大学硕士学位论文 杭州市场品牌女装品牌忠诚影响因素研究 Abst ract Competition among enterprises is becoming more and more intensive；on another hand，the consumers’consuming behaviors are more reasonable．The question most enterprises are facing right nOW is the switching of consumers and continuous decreasing of marketing shares．Therefore，now most enterprises are making more effort to cultivate hi曲loyalty consumers，while the key to cultivate hi曲loyalty consumers group is to learn about foming process of consumer brand loyalty and know which factors Call affect consumer brand loyalty and tio what degree that been effected．Those are the this article wants to solve． Although there are many reserehes on consumer brand loyalty in domestic，the reseach only conceming to the influencing factors is insufficient．The study integrats one industry or one product is little．Although scholars abroad have made many quantitative analyses，it’S uncertain whether the cunclusion is suitable for our country．Taking example of women’S clothing marketing，this article has made quantitative and qualitative research on cunsumer brand loyalty．First，this article analyzes the forming mechanism of consumer brand loyalty from cunsumea’ consumption mental and behavior process．Then，this article defines and analyzes the influencing factors including two sides(enterprise and cunsumor)qualitatively． Finally，this article analyzes these influencing factors by two dimensions of consumer brand loyalty---behavior loyaltyattitude loyalty．The research adopted questionnaire suvey and has collected 21 5 effective samples． From the research，we can find there exists many differences between the influencing facors to behavior loyalty and attitude loyalty．The factor influencing behavior loyalty evidently manily includes：convenienceguarantee，sellers’skill and efficiency,clothe’attributes，the attitude to risk，surroundingsmood． The factor influencing attitude loyalty evidently manily includes：