畢業論文

當前位置: 畢業論文 > 英語論文 >

消費者心理分析女大學生護膚品品牌形象影響因素

時間:2019-05-19 08:21來源:英語論文
Analysis on the Influencing Factors of Skin-care Products’ Brand Image among Xuzhou Female College Students-----Based on Consumer,英語論文消費者心理分析女大學生護膚品品牌形象影響因素

Abstract There are both experiential and rational consumers among female college students. In the age of perse means of consumption, they tend to be more experiential and the brand image which is seen as a symbol to distinguish one brand from others has a more important influence on their consumption. Based on consumer psychology, analysis on the influencing factors of skin-care products’ brand image was made among female college students from two aspects: functional attributes and symbolic attributes.35527
Based on research questions, an online questionnaire was designed and several influencing factors of both products’ functional attributes and symbolic attributes were summed up with the assistance of the online questionnaire. What’s more, consumer behavior was tested to indicate consumer psychology. And the influencing factors of brand image were found out by the level of their evaluation. Through the analysis, it is found that most informants are experiential, and they hope to use the products to mirror their personalities and self-image. Thus, they pay attention to many symbolic attributes like brand reputation and brand popularity in spite of functional attributes like function and quality. The influencing factors are analyzed and summarized from the empirical study, with which, some strategies are offered for corporations in accordance with the study to help them keep high consumer loyalty and build up a good brand image.
Key words: consumer psychology     female college students     brand image            products’ functional attributes     products’ symbolic attributes
摘要女大學生的消費方式有感性消費和理性消費之分,在消費方式多元化的今天,其消費方式有向感性消費轉變的趨勢,富含感性因素的品牌形象對其產生越來越大的影響。本文基于消費者心理從產品功能性屬性和產品象征性屬性兩個維度來分析女大學生護膚品品牌形象影響因素。通過實證研究,作者總結出幾大影響女大學生護膚品牌形象的因素。
源`自*六)維[論*文'網www.aftnzs.live

針對研究問題,對女大學生消費心理、產品功能性屬性、產品象征性屬性等借助網絡問卷進行數據收集,通過研究女大學生的消費行為來進一步分析其消費心理,并通過其在消費過程中受不同要素的影響程度來測量品牌形象影響因素。通過分析發現,女大學生中感性消費者居多,她們感性,通過使用的產品彰顯個性,凸顯自我形象。在護膚品消費過程中,注重商品功能性屬性,易受品牌信譽、品牌知名度、品牌個性等影響。
通過研究,基于消費者心理分析并總結了女大學生護膚品品牌形象的影響因素,從而能更好地為護膚品企業提出針對性的策略來提高顧客忠誠度,塑造良好的品牌形象。
畢業論文關鍵詞:消費心理     女大學生     品牌形象影響因素     產品功能性屬性    產品象征性屬性
Contents
Abstract    i
摘要    ii
Contents    iii
Chapter One Introduction    1
1.1 General statement    1
1.2    Purpose and significance of the study    2
1.3 Structure of the thesis    4
Chapter Two Literature Review    4
2.1 Studies on brand image    4
2.2 Studies on factors of brand image    6
2.3 Studies on consumer psychology    8
2.4 Studies on the relationship between brand image and consumer psychology    11
Chapter Three Research Methodology    11
3.1 Subjects    12
3.2 Methodology    13 消費者心理分析女大學生護膚品品牌形象影響因素:http://www.aftnzs.live/yingyu/20190519/33522.html
------分隔線----------------------------
推薦內容
双色球走势图带连线