本文關鍵詞： 代際影響 孝道態(tài)度 品牌忠誠 權力距離　出處：《華東師范大學》2009年碩士論文　論文類型：學位論文

【摘要】： 當今企業(yè)面臨的競爭越來越激烈,而且這種競爭因國內企業(yè)之間以及國內企業(yè)與國際巨頭之間的競爭而呈現(xiàn)出白熱化的狀態(tài)。因此,近年來,營銷領域呈現(xiàn)出越來越明顯的消費者中心導向,不少企業(yè)都把顧客忠誠視作吸引和挽留有價值顧客的戰(zhàn)略工具,并希望借此來驅動顧客的持續(xù)購買行為,實現(xiàn)最大化的顧客資產(chǎn)。 一個人的價值觀對一個人的思想和行為都具有一定的影響或調節(jié)作用,使其指向一個特定目標或帶有一定的傾向性。因此,本研究從中國的文化背景出發(fā),研究有中國特色的孝道態(tài)度對代際品牌忠誠的影響效應。 本文主要以大學生為對象發(fā)放問卷,收集數(shù)據(jù)后使用SPSS統(tǒng)計軟件對數(shù)據(jù)進行統(tǒng)計分析,包括描述性統(tǒng)計分析、單因素方差分析、獨立樣本T檢驗分析、信度分析、回歸分析等。 本論文共分為五章。第一章為導論部分,主要介紹本文的研究背景和研究目的;第二章為相關文獻回顧,主要包括對國內外代際影響、品牌忠誠、孝道態(tài)度等的研究回顧;第三、四章為實證部分,主要包括研究設計、研究方法、數(shù)據(jù)分析等;第五部分為研究結論,包括管理意義,研究的局限性以及今后的研究方向。 本論文為企業(yè)的忠誠度營銷提供了一個戰(zhàn)略工具。中國企業(yè)在提高顧客忠誠度的時候,應該注意消費者價值觀的作用,可以用孝道態(tài)度的高低作為市場細分變量來細分市場,從而制定確定不同的營銷策略。
[Abstract]:Nowadays, enterprises are facing more and more fierce competition, and this kind of competition is becoming more and more intense because of the competition among domestic enterprises and between domestic enterprises and international giants. Therefore, in recent years. In the field of marketing, there is a more and more obvious consumer-centered orientation. Many enterprises regard customer loyalty as a strategic tool to attract and retain valuable customers, and hope to use it to drive customers' continuous buying behavior. Maximize customer assets. A person's values have a certain influence or adjustment on a person's thought and behavior, so that they point to a specific goal or have a certain tendency. Therefore, this study starts from the Chinese cultural background. This paper studies the effect of filial piety attitude with Chinese characteristics on intergenerational brand loyalty. This article mainly takes the university student as the object to issue the questionnaire, after collecting the data carries on the statistical analysis to the data by SPSS statistical software, including descriptive statistical analysis, single factor variance analysis, independent sample T-test analysis. Reliability analysis, regression analysis, etc. This paper is divided into five chapters. The first chapter is the introduction, mainly introduces the research background and purpose of this paper; The second chapter is a review of relevant literature, including the intergenerational impact at home and abroad, brand loyalty, filial attitude and so on. The third and fourth chapter is the empirical part, which mainly includes the research design, the research method, the data analysis and so on; Part 5th is the conclusion of the research, including the significance of management, the limitations of the research and the future research direction. This paper provides a strategic tool for enterprise loyalty marketing. Chinese enterprises should pay attention to the role of consumer values in improving customer loyalty. The level of filial piety attitude can be used as market subdivision variable to determine different marketing strategies.
【學位授予單位】：華東師范大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2;F224

【引證文獻】

相關碩士學位論文 前1條

1 汪出;孝道、規(guī)范性影響敏感性對消費者產(chǎn)品屬性偏好行為的影響研究[D];華東理工大學;2013年

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本文編號：1445185