本文關(guān)鍵詞： 城市消費者 家用轎車 品牌偏好 結(jié)合分析　出處：《東北大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】：品牌和品牌偏好一直以來都是國、內(nèi)外專家學(xué)者研究的熱點。近年來,國、內(nèi)外專家學(xué)者對品牌和品牌偏好的研究成果不斷突破、更新,但對汽車品牌偏好的研究不多,特別是定量研究較少。 本研究以城市消費者為樣本,以消費者對家用轎車的品牌偏好為研究對象,采用實證研究的方法確定了城市消費者購買家用轎車的關(guān)鍵屬性；并采用結(jié)合分析法,計算品牌偏好屬性的重要性權(quán)重和屬性水平的效用值,對品牌偏好進(jìn)行測度。 全文由六個部分構(gòu)成：首先,從汽車產(chǎn)業(yè)現(xiàn)狀和消費者品牌認(rèn)知兩個角度闡述研究背景,從理論意義和實踐價值兩個角度說明研究的意義,以及研究的思路和方法；并對國、內(nèi)外研究者在品牌、品牌屬性、品牌偏好、汽車品牌偏好屬性和品牌偏好測量方面的研究成果進(jìn)行綜述,提出本文的研究內(nèi)容。其次,在實證研究部分,對以往關(guān)于汽車品牌偏好屬性的研究成果進(jìn)行匯總、梳理,確定了城市消費者購買家用轎車的12個候選屬性；采用7級李克特量表對城市消費者對12個候選屬性的關(guān)注度進(jìn)行問卷調(diào)查,收集第一手?jǐn)?shù)據(jù),以定量分析和定性分析相結(jié)合的方法確定城市消費者購買家用轎車的6個關(guān)鍵屬性；并圍繞6個關(guān)鍵屬性及其屬性水平進(jìn)行產(chǎn)品模擬,采用9級李克特量表對城市消費者購買實驗產(chǎn)品的可能性進(jìn)行問卷調(diào)查,收集第一手?jǐn)?shù)據(jù),利用結(jié)合分析法計算品牌偏好屬性的重要性權(quán)重和屬性水平的效用值,由此對城市消費者購買家用轎車的品牌偏好進(jìn)行測度。最后,對研究結(jié)果進(jìn)行解釋,并從管理角度為汽車企業(yè)進(jìn)一步了解城市消費者品牌偏好、制定產(chǎn)品研發(fā)和市場營銷戰(zhàn)略提出建議。
[Abstract]:Brand and brand preference has always been the focus of domestic and foreign experts and scholars. In recent years, domestic and foreign experts and scholars of brand and brand preference research results have been breaking through and updating. However, there are few researches on automobile brand preference, especially quantitative research. This research takes the urban consumers as the sample, takes the consumer's brand preference to the household car as the research object, uses the empirical research method to determine the key attribute of the urban consumer buying the household car; The importance weight of brand preference attribute and the utility value of attribute level are calculated by combining analysis method to measure brand preference. The full text is composed of six parts: first, from the automotive industry status and consumer brand cognition two angles to elaborate the research background, from the theoretical and practical value of two angles to explain the significance of the study. The train of thought and method of research; And domestic and foreign researchers in the brand, brand attributes, brand preferences, car brand preference attributes and brand preference measurement of research results are summarized, and put forward the research content of this paper. In the part of empirical research, the author summarizes the previous research results on the attribute of automobile brand preference, combs, and determines 12 candidate attributes for urban consumers to buy household cars. A questionnaire survey was conducted on the 12 candidate attributes of urban consumers by using the 7-level Richter scale, and the first-hand data were collected. Using the method of quantitative analysis and qualitative analysis to determine the six key attributes of urban consumers buying household cars; And around the six key attributes and their attributes level of product simulation, using the 9-level Richter scale to the possibility of urban consumers to buy experimental products questionnaire survey, collect first-hand data. This paper calculates the importance weight of brand preference attribute and the utility value of attribute level by combining analysis method, and then measures the brand preference of urban consumers to buy household car. Finally, the research results are explained. From the perspective of management, suggestions are put forward for automobile enterprises to further understand the brand preferences of urban consumers and to formulate product development and marketing strategies.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F274;F426.471;F224

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