摘要
随着我国经济及技术的快速发展，人们的收入水平以及整体生活质量得到进一步的
改善。在此种情形下，我国瓶装水产品市场销售量和销售额也呈现增长趋势。然而，瓶
装水行业市场增长快、利润高，吸引了本土和境外跨国企业纷纷加入到瓶装水行业中来，
使得瓶装水行业竞争日益激烈。因此，瓶装水企业要想在激烈的竞争环境下赢得比其他
竞争对手更高的市场份额，应该意识到加强自身品牌塑造，提高其品牌价值，让消费者
在购买和饮用瓶装水过程中获得更多的生理和心理满足，进而让其忠诚于该品牌。同时，
企业提升品牌价值的关键在于培养和维护一批忠诚的顾客。另外，瓶装水行业产品同质
化程度高、品牌众多，消费者面临瓶装水价格变化时有多种品牌选择，属于价格敏感性
较高的产品。受消费者自身消费经验、教育程度、收入水平以及产品特性等因素的影响，
消费者对产品价格变化也会作出差异化的反应，即不同消费者的价格敏感性会有所不
同，从而影响其对瓶装水品牌价值作出判断，最终影响顾客忠诚度。因此，本文以瓶装
水行业的品牌价值为切入点，引入消费者的价格敏感性作为调节变量，寻求影响瓶装水
行业顾客忠诚的原因,继而为瓶装水企业制定行之有效的营销策略提供一定的参考依
据

本文在查阅大量国内外相关文献的基础上，首先，对品牌价值的含义、构成及测量
工具进行梳理与分析，提炼出了瓶装水行业品牌价值的研究维度；其次，对价格敏感性
和顾客忠诚以及品牌价值与顾客忠诚的关系研究进行综述，构建出以瓶装水行业品牌价
值为自变量、以价格敏感性为调节变量的我国瓶装水行业顾客忠诚的研究模型；再次，
根据理论分析提出本文的研究假设并借鉴国外学者的成熟量表设计出本次调查问卷；最
后，利用 spss17.0 软件，对调研数据进行整理分析并对本文研究假设进行检验，根据
检验结果为瓶装水企业提供一些营销建议

本文的研究结果表明：（1）瓶装水行业品牌价值各维度能够正向影响顾客的态度
忠诚、行为忠诚；（2）价格敏感性对瓶装水行业品牌的情感价值、象征性价值与顾客
的态度忠诚、行为忠诚之间均产生负向调节效应；（3）价格敏感性对瓶装水行业品牌
的功能价值与顾客的态度忠诚、行为忠诚之间不产生负向调节效应。本文的研究结论能
够为瓶装水企业提升顾客忠诚提供理论参考，并弥补了品牌价值、顾客忠诚、价格敏感
性之间的关系在瓶装水行业中的研究不足

关键词：瓶装水行业；品牌价值；顾客忠诚；价格敏感性II
Abstract
With China&39;s rapid economic and technology improved greatly,people&39;s income levels
and overall quality of life have been further improved.In this case,the bottled products market
sales and sales also showed a trend of growth.Due to the rapid growing market and high
profits,attracting local and foreign multinational companies have joined the bottled water
industry,making bottled water industry increasingly competitive.Therefore, the bottled water
business want to win over other competitors in higher market share,they have realized to
strengthen their own branding, improve the value of bottled water brand, so that consumers in
the purchase and consumption of bottled water can get more physical and psychological
satisfaction.At the same time, enhance the brand value lies in the cultivation and maintenance
of a group of loyal customers.In addition,the bottled water industry product homogeneity
degree is high,the brand is numerous,consumers has a variety of options facing a variety of
changes in the price of bottled water,which are price-sensitive products.By consumers&39; own
experience, educational level, income level and product characteristics and other factors, the
consumers’ response to the product price changes will make differentiation, that is, price
sensitivity, thus affecting the target audience to determine the value of bottled water brand ,
ultimately affect customer loyalty.Therefore,this paper takes the brand value as the
breakthrough point,combines the bottled water industry and product characteristics,introduces
the price sensitivity as the adjustment variable,seeks to influence the customer loyalty of the
bottled water industry,and then provides a reference for bottled water companies to develop
an effective marketing strategy.
On the basis of reading a great deal of domestic and foreign related literatures,this paper
first analyzes the meaning,composition and measurement tools of brand value,and extractes
the bottled water industry brand value of the research dimension.Secondly,the literature
review of price sensitivity and customer loyalty is carried out,and the research model of
customer loyalty in Chinese bottled water industry is established with three dimensions of
brand value as independent variable and price sensitivity as moderator.Finally, according to
the theoretical analysis, this paper puts forward the hypothesis of this study and draws out the
questionnaire from foreign scholars&39; mature scale.Using spss17.0 software, the research data
are analyzed and the test hypothesis is tested.
The results of this study show that:(1)Bottled water industry brand value of the various
dimensions can positively affect the customer loyalty of the various dimensions;(2)The price
sensitivity has negative effect on the emotional value, symbolic value and customer attitude
loyalty of bottled water brand;(3)Price sensitivity of the bottled water brand functional valueIII
and customer attitudes loyalty, behavioral loyalty does not produce a negative regulatory
effect.The conclusion of this paper can provide a theoretical reference for the bottled water
enterprises to enhance customer loyalty and make up the deficiency of the relationship among
brand value, customer loyalty and price sensitivity in the bottled water industry.
Keywords:Bottled water industry;Brand value;Customer loyalty;Price sensitivityIV
目 录
摘要.I
Abstract.........II
目 录........IV
第一章 绪论.. 1
第一节 研究背景及意义...........1
第二节 研究内容与方法...........2
第三节 研究创新之处....4
第四节 相关因素限定....4
第二章 相关文献综述........5
第一节 瓶装水营销研究综述..5
第二节 品牌价值的相关研究..5
第三节 价格敏感性的相关研究..........8
第四节 顾客忠诚相关研究综述..........9
第五节 品牌价值与顾客忠诚关系研究综述........ 13
第三章 研究设计...15
第一节 理论基础...........15
第二节 变量界定...........
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