本文旨在研究品牌形象对消费者忠诚的影响，具体取决于品牌形象给消费者留下什 么印象以及在他们心中的位置。而且确定品牌形象中的哪些关键变量会影响消费者忠诚 度。找出消费者使用什么品牌的奶类以及为什么使用它们，该品牌形象是否会影响满意 度，是否可以提供价值以及对成为忠诚消费者具有多大影响等。通过这项研究分析消费 者品牌忠诚度的理论方法，确定他们的品牌忠诚度水平，并向管理者提供在实践中可实 施的具体方法。在我国，目前有230家奶制品厂和商铺正在营业。人们日常使用的产品 之一就是牛奶。如果企业要出售新品牌的牛奶，如能够正确塑造最初的品牌形象的话， 就可以建立具有市场竞争力的强大品牌和忠实的消费者。 研究通过文献梳理，建立了理论模型，即从蒙古国乳制品企业品牌形象出发，研究 其各维度对消费者忠诚度的影响，探讨消费者满意度的中介效应。依据国内外学者成熟 量表对本研究变量进行测量，并在预调研环节修正题项，形成正式问卷，最终通过SPSS 软件对蒙古国乳制品消费者反馈的问卷进行实证分析。 通过实证分析，本研究得出如下结论：（1）蒙古国乳制品企业品牌形象可分为品牌 联系的优势、品牌联系的好感度、品牌联系的特殊度三个维度；（2）蒙古国乳制品企业 品牌形象各维度对消费者忠诚度产生正向影响；（3）蒙古国乳制品企业品牌形象各维度 对消费者满意度有不同程度的正向影响；（4）消费者满意度对消费者忠诚度有显著正向 影响，并在蒙古国乳制品企业品牌形象与消费者忠诚度之间，产生中介效应。 根据研究结果，本文提出关于蒙古国乳制品企业营销管理建议，并以品牌联系的 优势、品牌联系的好感度、品牌联系的特殊度三个维度为抓手，针对性列出详细改进措 施。首先，重视乳制品企业品牌形象的塑造与管理；此外，以目标客户的满意度为中心， 最终促进消费者的忠诚度。 关键词：品牌形象，消费者忠诚度，品牌资产，消费者满意度，品牌形象影响因素 ii Abstract Thisarticleaimstostudytheimpactofbrandimageonconsumerloyalty,dependingon whatimpressionthebrandimageleavesonconsumersandtheirpositionintheirhearts.And determinewhichkeyvariablesinthebrandimagewillaffectconsumerloyalty.Findoutwhat brandofmilkconsumersuseandwhytheyuseit,whetherthebrandimagewillaffect satisfaction,whetheritcanprovidevalue,andhowmuchithastobecomealoyalconsumer. Thisstudyanalyzesthetheoreticalmethodsofconsumerbrandloyalty,determinestheirbrand loyaltylevel,andprovidesmanagerswithspecificmethodsthatcanbeimplementedin practice.Inmycountry,therearecurrently230dairyproductsfactoriesandshopsin operation.Oneoftheproductspeopleusedailyismilk.Ifanenterprisewantstosellmilkofa newbrand,ifitcancorrectlyshapetheinitialbrandimage,itcanbuildastrongbrandwith marketcompetitivenessandloyalconsumers. Thestudycombedthroughtheliteratureandestablishedatheoreticalmodel,thatis, startingfromthebrandimageofMongoliandairyproductscompanies,studyingtheimpactof eachdimensiononconsumerloyalty,andexploringthemediatingeffectofconsumer satisfaction.Thevariablesofthisstudyaremeasuredaccordingtothematurescalesof scholarsathomeandabroad,andtheitemsarerevisedinthepre-investigationlinktoforma formalquestionnaire.Finally,SPSSsoftwareisusedtoconductanempiricalanalysisofthe questionnairesfedbackbyMongoliandairyconsumers. Throughempiricalanalysis,thisstudydrawsthefollowingconclusions:(1)Thebrand imageofMongoliandairyproductscanbedividedintothreedimensions:theadvantageof brandconnection,thefavorabilityofbrandconnection,andthespecialdegreeofbrand connection;(2)MongolianmilkAlldimensionsoftheproductcorporatebrandimagehavea positiveimpactonconsumerloyalty;(3)Mongoliandairyproductbrandimagedimensions havepositiveeffectsonconsumersatisfactiontovaryingdegrees;(4)Consumersatisfaction onconsumptionThereisasignificantpositiveimpactonloyaltyofpeople,andithasan intermediaryeffectbetweenthebrandimageofdairyproductsinMongoliaandconsumer loyalty. Accordingtotheresearchresults,thisarticleputsforwardthemarketingmanagement recommendationsforMongoliandairyproductscompanies,andtakesthethreedimensionsof brandcontactadvantages,brandcontactfavorability,andbrandcontactspecialtyasthe startingpoint,andspecificallylistsdetailedimprovementmeasures.Firstofall,payattention totheestablishmentandmanagementofthebrandimageofdairyproductscompanies;in iii addition,focusingonthesatisfactionoftargetcustomers,andultimatelypromoteconsumer loyalty. Keywords:brandimage,consumerloyalty,brandequity,consumersatisfaction,factors influencingbrandimage iv 目录 摘要............................................................................................................................................i Abstract......................................................................................................................................ii 目录........................................................................................................................................iv 第一章绪论...............................................................................................................................1 1.1研究背景......................................................................................................................1 1.2研究的目的、目标和意义..........................................................................................1 1.2.1研究目的...........................................................................................................1 1.2.2研究目标...........................................................................................................2 1.2.3研究意义...........................................................................................................2 1.3研究范围......................................................................................................................3 1.4研究方法......................................................................................................................3 1.4.1文献综述法.......................................................................................................3 1.4.2问卷调查法.......................................................................................................3 1.4.3统计分析法.......................................................................................................4 1.5研宄框架......................................................................................................................5 第二章文献综述.......................................................................................................................7 2.1品牌形象(BRANDIMAGE)............................................................................................7 2.2品牌资产（BrandEquity）......................................................................................8 2.3顾客忠诚度................................................................................................................14 2.4品牌形象对消费者忠诚的影响................................................................................15 第三章理论模型和研究假设.................................................................................................17 3.1研究模型....................................................................................................................17 3.2研究假设....................................................................................................................18 第四章研究设计和基本信息.................................................................................................20 4.1研究设计....................................................................................................................20 4.1.1蒙古国乳制品市场概况.................................................................................20 4.1.2Suu公司的“MiniiMongolmilk”牛奶...................................................20 4.2调查问卷设计............................................................................................................21 4.2.1测量量表.........................................................................................................21 v 4.3问卷基本信息............................................................................................................23 第五章数据分析及结果.........................................................................................................24 5.1预调研