 ==>> 点击下载文档 |
作为旅游城市的杭州，每年拥有数以万计的游客，旅游市场的繁荣推动了茶叶市
场的消费，特别是带动了西湖龙井茶叶的消费，西湖龙井以狮、龙、云、虎、梅为名，
因此本文选择浙茶集团旗下狮峰龙井为主要研究对象，能够通过品牌形象的相关研究，
进行理论模型的构建，找寻其品牌形象塑造路径上的关键因素，将理论落到实处，为
此类弘扬传统文化的老品牌注入新的活力，为我国传统茶产业企业的品牌塑造提供一
定的借鉴
本文通过开发调查问卷对购买狮峰龙井的游客进行调研，首先对购买狮峰龙井的
消费者进行了基本统计分析，发现购买茶叶的游客在性别、年龄、教育程度与职业等
方面都具有不同特征体现。然后利用因子分析，提取了影响消费者购买狮峰龙井的三
大影响因素，并且对购买茶叶的消费者行为进行统计分析，发现买茶用途最多的是自
饮，而考虑因素最多的是价格，购买渠道最多的是特产专卖店，其次是网上购物。因
此狮峰龙井要想提升自己的品牌竞争力而促进消费者的购买行为，应该从用途、价格
与销售渠道等方面考虑。最后以企业社会形象、产品形象、服务形象为三大影响因子
进行回归分析，发现社会形象、产品形象与服务形象都对消费者购买行为产生正向影
响作用，且产品形象的影响力度大于服务形象，而影响力度最小的是社会形象。因此
要想提升消费者的购买行为，应该从提升企业产品形象、服务形象与社会形象进行改
善
关键词： 品牌形象；茶叶；购买行为III
ABSTRACT
With the continuous development of economy, market supply and demand model has
undergone earth-shaking changes. Market from a seller&39;s market to a buyer&39;s market pattern of
evolution, the customer oriented marketing era has come, today&39;s enterprise facing the fierce
competition degree increasing. Every year in China, tea production is very big, the tea
industry is a pillar industry in many major tea even, but because of the many tea area exists
the problem on the operation and management mode, cause now the brand is much, but
WuZhiZhu brand status. Pillar brands of missing makes now the tea in China times a variety,
a famous tea, no brand of the era of no name famous, unable to compete with others in the
international.
As a tourist city of hangzhou, with tens of thousands of visitors every year, the
prosperity of the tourism market promotes the consumption of tea market, especially the
consumption led to the west lake longjing tea, the west lake longjing with lion, dragon, cloud,
tiger, mei, so this paper choose zhejiang longjing tea group lion peak as the main research
object, through research of brand image, to build theoretical model for the brand image of the
key factors shaping path, will theory into practice, for such inject new vitality to carry
forward the traditional culture of the old brand, corporate branding for our traditional tea
industry to provide certain reference.
In this paper, by developing a questionnaire to research of longjing tourists buy lion peak,
the first to buy the lion peak longjing basic statistical analyses of consumers, found that
visitors to buy tea in aspects such as gender, age, education level and occupation have
different characteristics. Using factor analysis, then the influence consumers to purchase the
lion peak longjing three influence factors, and to buy tea to statistical analysis of consumer
behavior, found that buy tea USES the most is the drink, and most consideration is the price,IV
purchase channels is one of the most specialty shops, followed by the Internet. So the lion
peak longjing to enhance their brand competitiveness and promote consumer buying behavior,
should use, price and sales channels and so on into consideration. Finally to corporate social
image, product image, service image as three big impact factor regression analysis, found the
social image, product image and service image have a positive impact on consumer purchase
behavior, and product image impact strength is greater than the service image, while the
impact strength is the smallest social image. So if you want to improve consumer buying
behavior, should from promote the enterprise product image, improve service image and
social image.
Key Words: Brand Image; the Tea; Buying BehaviorV
目 录
摘要.........I
ABSTRACT..........III
1导 论.........1
1.1 选题背景...1
1.2 研究意义...2
1.2.1理论意义....2
1.2.2实践意义....2
1.3 研究的内容与研究方法...2
1.3.1研究内容....2
1.3.2研究方法....3
1.4 研究的创新之处...3
2.相关概念及文献综述......4
2.1 品牌形象的概念及构成...4
2.1.1品牌形象的概念....4
2.1.2品牌形象的构成....5
2.2 消费者购买行为..6
2.3 品牌形象与消费者购买行为的关系.......7
2.4 研究述评...8
3.西湖狮峰龙井消费行为研究设计........10
3.1.调查对象和调查方式.....10
3.1.1调查对象..10
3.1.2调查方式..10VI
3.2 研究构想.10
3.3 研究假设及测量指标.....11
3.3.1研究假设..11
3.3.2 研究测量指标内容..........11
3.4 问卷的发放和回收.........12
3.5 调查对象的基本情况.....13
4. 西湖狮峰龙井消费行为研究分析....
。。。以上简介无排版格式，详细内容请下载查看
