品牌对消费者行为的影响研究----以益海嘉里食用油为例.doc

PAGE PAGE III 2011届毕业生 毕业论文 题 目: 品牌对消费者行为的影响研究 以益海嘉里食用油为例 院系名称：管理学院 专业班级：市场营销0702班 学生姓名：韩妍妍 学 号：20074900526 指导教师：李蕾 教师职称：副教授 2011年05月30日 PAGE I 摘 要 随着科技与信息技术的发展，市场经济已跨入“品牌经济时代”，品牌已经成为这个时代企业间竞争的主要因素，成为企业发展的决定性力量。品牌的地位一旦在消费者心目中确立，它便是独立的、持久的，而且难以被竞争对手模仿和替代。 论文通过品牌对消费者行为影响的研究，发现品牌对消费者购买行为的具体影响细节，品牌是企业核心价值的体现，许多优秀的企业大都是通过建立自己的品牌树立良好的形象，使消费者在心目中不知不觉的形成美好的情感，从而影响消费者的行为，让顾客在准备购买某种物品时直接会想到企业的品牌产品，产生购买行为，使企业在以后的营销战略中更加突出的发挥品牌对消费者行为的影响。论文以益海嘉里食用油为例，查看益海嘉里旗下的食用油品牌，以便于企业在以后的发展中更好的通过品牌策略来赢取更多的消费者。 论文研究分析发现品牌不仅可以影响消费者的购买心理，还可以提高消费者行为的满意度，而且可以改变消费者的购买行为，最重要的是可以培养消费者行为的忠诚度。 关键词 ：品牌 消费者行为 品牌认知 Title Brand Effects on Consumer Behavior  The case of Kerry cooking oil Abstract As technology and information technology development, market economy has entered brand economy, the brand has become a competition among enterprises of this age a major factor, as a decisive force in the development of enterprises. Once the status of the brand established in the minds of consumers, it is independent, durable, and difficult to imitate by competitors and alternatives. Paper through the brand influence on consumer behavior, and found the brand on the specific impact of consumer behavior details, the brand is core value, mostly a lot of good companies to establish their own brands by setting a good image, so that consumers unconsciously in the minds of the formation of good feelings, which influence consumer behavior, allow customers to buy certain items directly think of the enterprise when the brand-name products, results in a purchase, so that enterprises in the future marketing strategy in a more prominent play brand on consumer behavior. To benefit Kerry edible paper, for example, Kerrys view of the brand benefits in order to facilitate the development of enterprises in the future through better brand strategy to win more consumers. Study found that brand of