基于消费者行为的品牌定位研究Word文档下载推荐.doc

1、 学 号： 指导教师： 教师职称： 24摘 要在现代市场经济的条件下，社会生产力飞速发展，商品供应丰富，消费者选择余地增大，消费需求复杂多变，形成了供过于求的买方市场，企业之间的竞争加剧，商品销售日益困难。企业必须调查消费需求的信息，研究消费者的行为与心理，研究影响消费者购买行为的各种因素，有针对性地研制符合消费需求的产品，制定相应的市场营销策略，这样才能提高竞争力，扩大产品销售，改善经营管理水平。本文认真学习和借鉴消费者行为研究的基本理论，通过对消费者的感觉、知觉，消费者的记忆、想象和思维，消费者的情绪情感过程和意志过程，消费者的个性心理特征等消费心理学基本理论的学习和研究，进一步分析影响消

2、费者行为的内在因素，并在此基础上引出品牌定位。品牌定位是市场竞争发展到一定阶段的必然产物，也是当今很多企业关心的热点问题。准确的品牌定位是制定和实施品牌战略的前提和保证。品牌定位的本质是企业通过个性化和差异化来获取竞争优势。应该注意的是，有效的品牌定位是双向的过程，定位就是结合环境和自身资源，准确而有效的找到自己在环境中的位置。本文从品牌和消费者双向互动的角度，分析品牌定位的相关影响因素，并结合企业的实际运用进行论证。认为品牌定位的关键点在于分析目标消费群的消费行为，并据此建立品牌定位理念，然后提炼品牌核心理念并将其有效地传播给目标消费群。通过本文的研究可知，对于分析研究消费者行为，有利于帮助

3、企业有效地掌握消费者的内在需求，确立适宜的品牌定位，制定合理有效的产品营销策略，赢得市场，对促进企业的发展具有十分重要的理论意义、较高的实际应用价值和良好的可操作性，值得学术界和企业界着力研究，并在实践中加以运用和发展。关键词： 消费者行为 品牌定位 购买行为Title Research of Consumers Purchasing Behavior Based on The Brand PositioningAbstractUnder the condition of modern market economy, social productivity is developed at fu

4、ll speed, the goods are supplied abundantly, consumers choice increases, the consumption demand is complicated and changeable, form the buyers market for overly asking, the competition between enterprises is aggravated, and it is difficult for the goods to sell day by day. Enterprises must investiga

5、te the information of the consumption demand, study consumers behavior and psychology, research influences consumers to buy various kinds of factors of the behavior, develop the products which accord with the consumption demand pointedly, make the corresponding marketing tactics, so that the enterpr

6、ises could improve the competitiveness in this way, expand the products to sell, and improve managerial skill. This subject attempts to study and draw lessons from basic theories of consumer behavior study, through the study and reach of the feeling, consciousness to consumers, consumers memory, ima

7、gination and thinking, mood emotion process and will process of consumer, individual psychological characteristics, etc. and the basic theories of consuming psychological study, analyze further the inherent factor that influences the consumer behavior, and on this basis bring in a theory not known b

8、y compatriot so deeply by now about drawing the consumer behavior and studying brand positioning. Brand positioning is the inevitable product when market competition developing into certain stage. It is also the hot problem to many enterprises nowadays. Accurate brand positioning is the precondition

9、 and guarantee of making brand strategy and actualizing it. The inbeing of brand positioning is obtaining competition advantages through individuation and difference of an enterprise. One thing we need pay attention to is that an available brand positioning is a bi-directional process. Positioning i

10、s to find a positioning in situation accurately and effectively through combining to situational resources and self resources. The subject analyzes relevant affected factor of brand positioning from the angle of brand and consumer interaction. The key point of brand positioning is to build conceptio

11、n of brand positioning through analyzing common values of destination consumers, then refining the core conception of brand，and transmitting it efficiently to destination consumers.It can learn through research of subject, it analyzes and researches consumer behavior, helps enterprises know consumer

12、s inherent demand effectively, establishes suitable products make a reservation, and makes rational effective product on sale throughout the tactics, winning the market, promoting the development of enterprise. So it has very important theory meaning, higher actual using value and good effectiveness

13、, worth the academia and business circles putting forth effort to study, and use and develops in practice.Keywords Consumer Behavior Brand Positioning Purchasing Behavior 目次1 引言11.1 选题背景11.2 研究的目的和意义11.3 文献综述21.4 研究的内容和方法32 消费者的个性心理特征分析32.1消费者的能力32.2 消费者的自我观念42.3 消费者的生活方式43 消费者心理活动规律分析53.1 消费者心理活动的认

14、知过程53.2消费者心理活动的情感过程73.3 消费者心理活动的意志过程84 基于消费者的品牌定位104.1 从消费者角度设计品牌定位104.2基于消费者的品牌定位解析115 利用品牌定位影响消费者购买行为115.1 增加消费者的参与度115.2 品牌定位在消费者购买决策中的影响136 实证研究以中国移动为例166.1 具有针对性的品牌定位166.2 全方位的品牌传播186.3 发展品牌与消费者关系20结 论22致 谢23参 考 文 献241 引言1.1 选题背景品牌已经走过了几百年，品牌定位还仅有40年的历史，在这40年里人们利用品牌定位理论创建了一些具有生动的品牌个性的优秀品牌，如：可口可

15、乐、万宝路、麦当劳、沃尔玛等，但在数十年的品牌实践中，因为没有定位或定位不成功的品牌，从而在激烈的竞争中失败的品牌不计其数。这些失败的品牌往往是从企业自身的角度来考虑品牌定位，表现在只是知道品牌定位可以解决产品同质化、产生品牌差异，却不知道消费者是怎么理解品牌定位，消费者又怎么感知到品牌差异的，不能够将消费者个性及心理特征真正的体现在品牌定位中，没有考虑品牌联想和品牌关系是品牌定位对消费者的最终作用结果，只是利用广告来堆积品牌个性，因此促销期和宣传期销量很好，而过后并没有塑造出真正鲜明的品牌定位，也就不能使其品牌千古流芳。因此基于企业自身的品牌定位没有全面的从消费者购买行为来考虑品牌定位问题。另外，现在的客观环境在不断变化。一方面现代社会的发展，经济、科技、文化的进步，引起了人们的消费观念向感性化、个性