大学生对国货品牌的认知和购买意愿研究.docxVIP

大学生对国货品牌的认知和购买意愿研究 A Study on Colloge Students Cognition and Purchase Intention of Domestic Brands 摘要 随着我国经济的快速发展，各项经济优惠政策的实行，推动了我国本土企业的快速发展，也为我国的国货品牌的发展提供了肥沃的土壤。但是经过调查发现，国外品牌在互联网和物流的高速发展下，以其自身的产品优势，良好的品牌形象，逐渐吸引了一大批中国消费者。占据了一定的市场份额，中国本土的品牌也因此受到了冲击。本文分析了国货品牌的市场现状以及国货品牌的机遇与困境。通过问卷调查了解和分析大学生这一群体对国货品牌的认知和购买意愿，发现几乎所有的大学生都会购买国货品牌产品，但是大学生对国货品牌的大体认知还是偏向于平价产品和物美价廉。为了提升国货品牌的品牌形象，企业应该从产品质量、产品包装、品牌营销等方面入手，打破消费者对于国货品牌的刻板印象的屏障。希望本文能够为各国货品牌的发展提供一定的价值参考，从而推动国货品牌的发展，进而推动中国企业的发展。 关键词： 大学生 国货品牌 认知 购买意愿 Abstract With the rapid development of Chinas economy and the implementation of various preferential economic policies, it not only promotes the rapid development of our local enterprises, but also provides a fertile soil for the development of domestic brands in our country. However, after investigation, it is found that with the rapid development of the Internet and logistics, foreign brands have gradually attracted a large number of Chinese consumers with their own product advantages and good brand image. It has occupied a certain market share, and Chinas local brands have also been hit as a result. In this paper, through the use of scientific research methods and literature. This paper analyzes the current market situation of domestic brands and the opportunities and difficulties of domestic brands. To understand and analyze the cognition and purchase intention of domestic brands among college students through a questionnaire survey. I know that almost all college students will buy domestic brand products. However, college students general understanding of domestic brands is still biased towards inexpensive products and good quality and low price. In order to improve the brand image of domestic brands, enterprises should start from the aspects of product quality, product packaging and brand marketing to break the barrier of consumers stereotype of domestic brands.It is hoped that this paper can provide a certain value reference for the development of goods brands in various countri