索尼产品品牌忠诚研究.docVIP

索尼产品品牌忠诚研究 摘 要 基于家电行业竞争日趋激烈的情况下,本文主要针对索尼电视产品的品牌忠 诚的影响因素进行了初步的研究。首先不仅是从消费者的消费心理,还从消费行 为对品牌忠诚的形成机理进行探讨,然后对品牌忠诚的影响因素进行分析,站在 企业和消费者的角度提出一些理论假设,昀后从品牌忠诚的行为忠诚和态度忠诚 这两个维度出发,对这些影响因素进行实证分析。本文采取问卷调查法,在一次 随机抽样(累计回收有效问卷 150份)的基础上,对相关影响因素进行分析。 经过研究可以发现,在所有这些影响因素中,对行为忠诚产生影响的因素比 较重要的前三项为:产品属性、产品质量和便捷性;对态度忠诚产生显著的影响 因素的前三项为:对转换成本的规避态度、对相关群体的重视程度以及产品质量。 对品牌忠诚的影响因素还有很多,但是由于受到研究时间和本人能力等因素 的制约,本文仅从企业角度和消费者角度进行考虑,对影响索尼电视产品品牌忠 诚的因素进行了研究讨论。昀后,根据研究的结果,对索尼产品提出了相应的营 销建议。 关键词:索尼电视产品;品牌忠诚;影响因素 I Abstract Based on the increasing competition in household appliances industry, this paper studied the brand loyalty impact factors of SONY TV products. The study concerned about not only the consumer psychology but also the brand loyalty formation machanisms of consuming behaviors. Then it analyzed the impact factors of brand loyalty and proposed some assumptions on the spot of both business and consumer At last, it conducted the empirical analysis of these impact factors from the two aspects of brand loyalty, which are behavioral loyalty and attitudinal loyalty This paper analyzed the relative impact factors based on one random selected sample accumulative total 150 effective questionnaires using the questionnaire methodThe result showed that the first three important impact factors of the behavioral loyalty were product property, product quality and convenience; the first three remarkable impact factors of the attitudinal loyalty are attitude toward t he evasion of the conversion cost, attitude toward the importance of relative groups an d product qualityThere are many impact factors of brand loyalty, but this research has analyzed the brand loyalty impact factors of SONY TV products according to the limited time, pers onal capability and other aspects Finally, this work proposed the relative marketing suggestion for sales of SONY p roducts based on the results of the study Keywords: SONY television; Brand Loyalty; influencing factorII 目 录 第1章? 绪论 1? 1.1企业概况1