我国家电行业发展迅猛，在全球市场上占据了重要的地位。最近几年，对着 家电行业的重组整合，行业的集中度提升，形成了以 TCL、科龙、格力、海尔等 企业为代表的家电巨头，家电行业的竞争愈演愈烈。在家电行业，因为产品的趋 同性，大部分商家选择用低价作为突破点进行营销，而忽略了其他的方面。高端 家电恰好解决了这一问题，近几年来，走高端路线也成为家电行业销售的一个重 要趋势，可以给客户提供更好的消费体验，并且获得更高的经济效益。再加上国 内经济的飞速发展带动了人们消费水平的提升以及消费观念的转变，人们开始追 求高端产品，这带动了高端家电行业的发展。国内家电制造企业为寻求更广阔的 市场，获取更多的市场竞争份额，纷纷将目光转向高端家电市场，探索高端家电 的营销道路。 随着互联网等新一代信息技术的不断发展，传统的家电企业已经逐渐倾向于 服务化以及信息化转变，提供更加个性化的高端家电定制服务，更加关注消费者 的需求。本文在综述高端家电消费者行为以及营销策略等相关理论的基础上，构 建了高端家电消费者行为的模型并且初步描述分析了消费者的“购前”、“购中”、 “购后”行为，深入探索消费者行为。在这一基础上，通过研究消费者的认知、 购买动机、拒购原因等行为习惯，并针对其特性运用李克特五级量表的方法来推 断消费者对高端家电商品特性的评价情况。同时建构 Logit 模型对影响消费者购 买高端家电的因素进行分析，从而更加准确的预测了不同消费者的需求。通过上 述分析研究可知，购买者最关注的高端家电产品的性能水平，而影响消费者购买 高端家电产品意愿的最显著因素就是消费者收入水平以及对当前价格的评价。因 此，结合上述研究结果从产品策略、品牌策略、渠道策略三方面提出高端家电的 营销策略。 关键词，消费者行为；高端家电；营销策略1 Abstract China's home appliance industry has developed rapidly and occupies an important position in the global market. In recent years, with the reorganization and integration of the home appliance industry, the industry's concentration degree has been improved, forming the home appliance giants represented by TCL, kelon, gree and haier, and the competition in the home appliance industry has become increasingly fierce. In the home appliance industry, because of the convergence of products, most merchants choose price as the breakthrough point for marketing, while ignoring other aspects. High-end home appliances exactly solve this problem. In recent years, going high-end has become an important trend in the sales of home appliances industry, which can provide customers with better consumption experience and obtain higher economic benefits. Coupled with the rapid development of domestic economy, the improvement of people's consumption level and the transformation of consumption concept, people began to pursue high-end products, which led to the development of high-end household appliance industry. In order to seek a broader market and gain more market share, domestic home appliance manufacturers turn their attention to the high-end home appliance market and explore the marketing path of high-end home appliance. With the continuous development of the new generation of information technology such as the Internet, traditional household appliance enterprises have been gradually inclined to service-orientation and informatization transformation, providing more personalized high-end home appliance customization services and paying more attention to the needs of consumers. On the basis of summarizing the high-end home appliance consumer behavior and marketing strategies and other relevant theories, this paper constructs a model of high-end home appliance consumer behavior and preliminarily describes and analyzes consumers' pre-purchase, in-purchase and post-purchase behaviors, so as to deeply explore consumer behavior. On this basis, this paper studies consumers' cognition, purchase motivation, refusal reason and other behavioral habits, and applies likert five-level scale to infer consumers' evaluation of the characteristics of high-end home appliance products. At the same time, the Logit model was constructed to analyze the factors influencing consumers' purchase of high-end household appliances, so as to predict the demand of different consumers more accurately. Through the above analysis and research, it can2 be seen that the consumers are most concerned about the performance level of high-end home appliance products, and the most significant factors influencing consumers' willingness to buy high-end home appliance products are the income level of consumers and the evaluation of current prices. Therefore, combined with the above research results, the marketing strategy of high-end household appliances is proposed from the three aspects of product strategy, brand strategy and channel strategy. Keywords: consumer behavior; High-end household appliances; The marketing strategy1 目录 摘要..................................................... 1 Abstract................................................. 1 第一章 绪论............................................. 1 第一节 研究背景及研究意义......................................1 一、研究背景................................................1 二、研究意义................................................1 第二节 研究内容................................................2 第三节 研究方法与研究创新点....................................3 一、研究方法................................................3 二、研究创新点..............................................4 第二章 文献回顾与理论基础............................... 5 第一节 高端家电消费者行为相关理论..............................5 一、高端家电的涵义..........................................5 二、消费者行为的涵义........................................6 三、消费者行为理论的演变及发展态势..........................7 四、消费者行为影响因素研究..................................9 五、高端家电市场消费者行为特征.............................12 第二节 高端家电营销策略相关理论...............................13 一、营销策略的涵义.........................................13 二、家电营销模式研究.......................................14 第三节 消费者行为对营销策略影响文献综述.......................16 第三章 高端家电消费者行为模型构建与初步描述分析........ 18 第一节 高端家电消费者行为模型的构建...........................18 第二节 消费者行为过程总体描述分析.............................19 一、调查方案及样本特征描述.................................19 二、“购前”行为描述分析....................................212 三、“购中”行为描述分析....................................22 四、“购后”行为描述分析....................................22 第四章 高端家电消费者认知、购买动机及效用评价分析...... 24 第一节 消费者对高端家电特性的认知.............................24 第二节 消费者购买动机分析.....................................24 一、选购动机...............................................24 二、拒购动机...............................................25 第三节 消费者购买决策过程的联合分析（Conjoint Analysis）......25 一、消费者选择偏好的联合分析架构...........................25 二、影响消费者偏好的属性与属性水平.........................26 三、属性水平“分值效用”的回归分析（OLS 分解） .............28 第五章 高端家电消费者购买意愿的影响因素分析............ 31 第一节 Logit 模型的构建 .......................................31 第二节 Logit 模型的变量设定与研究假设分析 .....................31 一、影响购买意愿的变量设定.................................31 二、研究假设...............................................33 第三节 基于截面数据的 Logit 回归运行结果分析...................34 第六章 高端家电营销策略分析............................ 37 第一节 产品策略...............................................37 一、制定 C2B 产品定制战略...................................37 二、注重产品技术改进和创新.................................37 第二节 品牌策略...............................................38 一、打造国家知名品牌.......................................38 二、检验品牌形象差异有效性.................................39 第三节 渠道策略...............................................39 一、采取分区营销模式.......................................39 二、建立网络销售模式.......................................39 第七章 结论与展望...................................... 41