《“冰峰”饮料对西安消费者的购买力的影响》-毕业设计(论文).docVIP

精品毕业论文 “冰峰”饮料对西安消费者的购买力的影响 摘要 随着我国改革开放的不断深化，市场经济不断完善，越来越多的外国企业涌入国内市场。由于资金、技术以及售后服务等原因，国内很多的中小企业纷纷被淘汰。然而，西安“冰峰”饮料却坚持走“地方品牌化”的发展道路，与国外知名企业展开激励的竞争，创造了真正的“草根英雄”的神话。下面我们将以“冰峰”品牌成功影响西安市消费者购买力为案例，对“冰峰”成功的独到之处予以剖析，希望通过“冰峰”品牌的构建与其对消费者构买力的影响因素来分析品牌（企业）如何通过自身的努力来影响消费者的购买能力，促使对其产品进行选取，从而占领当地市场。同时，通过品牌与消费者购买力关系，提出如何使消费者构建与企业的品牌文化与符合的消费文化，从消费文化的深处来解析品牌企业对消费者购买能力的影响。 关键词：产品品牌，产品个性，归属感，产品共鸣，品牌文化 ABSTRACT More and more foreign entities have been competing in the market of China with the development of market economy and the Reform and Open-up Policy. Due to problems concerning finance, techniques and services, many native medium-sized companies have been wiped out of the market. “Bing Feng”, a Xi’an company specialized in beverage, has found itself a distinctive way as to create a model of local branding to participate in the fierce competition with foreign companies, which has been proved successful. To analyze the successful example of “Bing Feng”, we focus on the phenomena that it has influenced the purchasing power of customers in Xi’an. We could figure out what a company should concentrate on to affect the purchasing power of customers so that it can dominate the local market by the branding process of “Bing Feng”. Meanwhile, it will be proposed that the company should help build a brand culture which is compatible with the consumer culture, based on the relationship between branding and purchasing power. Key words: Branding; Characteristics of a Brand; Sense of Belonging; Product Resonance; Brand Culture 目 录 TOC \o 1-3 \h \z \u 摘 要 I ABSTRACT II 目 录 1 1 相关理论研究综述 2 1.1西方学者的理论研究 2 1.2国内学者的研究情况 2 2“冰峰”饮料的发展历程 4 附：图1：近三年西安碳酸饮料市场份额比例图 5 3“冰峰”饮料对当地消费者购买力的影响及现状分析 7 8 8 9 10 11 13 15 随着我国改革开放的不断深化，市场经济不断完善，越来越多的外国企业涌入国内市场。由于资金、技术以及售后服务等原因，国内很多的中小企业纷纷被淘汰。然而，西安“冰峰”饮料却紧跟时代步伐，坚持“本土化”、“亲情化”的营销理念，走“地方品牌化”的发展道路，充分利用当地人的乡土感情，进行企业及产品的自我完善与发展，从品牌认知（品牌质量知名度和品牌形象）着手，从文化与消费者的消费习惯上影响当地消费者的购买能力，与可口可乐、百事可乐等国外知名企业的竞争中展开激励的竞争，并未落下风。更难能可贵的是