题 目: 基于消费者行为的品牌定位研究
院系名称：学生姓名：指导教师： 专业班级： 学 号： 教师职称：
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
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Title Research of Consumers' Purchasing Behavior Based on The Brand Positioning Abstract
Under the condition of modern market economy, social productivity is developed at full speed, the goods are supplied abundantly, consumer's choice increases, the consumption demand is complicated and changeable, form the buyer's market for overly asking, the competition between enterprises is aggravated, and it is difficult for the goods to sell day by day. Enterprises must investigate 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 enterprises 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, imagination 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 by 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 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 is 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.
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The key point of brand positioning is to build conception 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 consumers' 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, worth the academia and business circles’ putting forth effort to study, and use and develops in practice.
Keywords Consumer Behavior Brand Positioning Purchasing Behavior
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目次
1 引言............................................................. 1 1.1 选题背景 ....................................................... 1 1.2 研究的目的和意义 ............................................... 1 1.3 文献综述 ....................................................... 2 1.4 研究的内容和方法 ............................................... 3 2 消费者的个性心理特征分析......................................... 3 2.1 消费者的能力................................................... 3 2.2 消费者的自我观念 ............................................... 4 2.3 消费者的生活方式 ............................................... 4 3 消费者心理活动规律分析........................................... 5 3.1 消费者心理活动的认知过程 ....................................... 5 3.2 消费者心理活动的情感过程....................................... 7 3.3 消费者心理活动的意志过程 ....................................... 8 4 基于消费者的品牌定位............................................ 10 4.1 从消费者角度设计品牌定位 ...................................... 10 4.2 基于消费者的品牌定位解析...................................... 11 5 利用品牌定位影响消费者购买行为.................................. 11 5.1 增加消费者的参与度 ............................................ 11 5.2 品牌定位在消费者购买决策中的影响 .............................. 13 6 实证研究——以中国移动为例...................................... 16 6.1 具有针对性的品牌定位 .......................................... 16 6.2 全方位的品牌传播 .............................................. 18 6.3 发展品牌与消费者关系 .......................................... 20 结 论............................................................. 22 致 谢............................................................. 23 参 考 文 献........................................................ 24
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基于消费者行为的品牌定位研究
