【作者】 倪娜；

【导师】 曾德明；

【作者基本信息】 湖南大学 ， 企业管理， 2006， 硕士

【摘要】 建立品牌忠诚是现代企业寻求竞争优势的重要手段。高档烟作为一种特殊的奢侈消费品,以其独特的属性和特质,对卷烟市场有一定的引导作用,对消费者心理及行为有不可忽略的影响。目前,高档卷烟市场品牌众多,竞争激烈;市场控制力不够,消费者忠诚度不高。对企业而言,消费本企业产品的消费者有很大一部分是从别的品牌转换来的消费者。保护市场竞争的胜利果实,使这些品牌转换者停留,并发展成为本企业的忠诚顾客是企业应该思考的重要命题。深入分析与研究影响品牌转换者建立新的品牌忠诚的诸多因素,是解决这一问题的有效途径之一。基于我国卷烟业存在的现实问题和理论研究方面的不足,本文探索了卷烟消费者的转换类型、消费经历以及人口统计变量对消费者忠诚的影响情况,并提出了卷入、感知价值和满意与品牌忠诚的关系理论模型,分别探究以上各影响因素对品牌忠诚的两个主要构面(态度的品牌忠诚和行为的品牌忠诚)之间的关系,并通过文献回顾,发展出适合我国卷烟行业特点的感知价值量表。然后在广州、北京、上海、长沙、武汉、成都、沈阳和西安八个城市调查取样,共获得162份有效样本,并对数据进行分析处理。研究结论表明,各测量量表具有良好的信度和效度;卷入不仅直接影响态度的品牌忠诚,对行为的品牌忠诚也会产生影响,而且还会通过感知价值和满意间接影响态度忠诚。而感知价值和满意会直接影响态度的品牌忠诚、对行为忠诚却没有直接的影响,品牌忠诚的态度和行为两个纬度的忠诚间的因果关系也得到了实证支持,进而初步理清变量之间复杂的因果关系链。更多还原

【Abstract】 It is an important way of building up the consumer loyalty to pursue the advantages in market competition for modern company. A high-grade cigarette as a special Luxury and FMCG, which has its unique attributes and characteristics, is leading the tobacco market. The influence on consumer psychology and behavior cannot be ignored.Recently, high-grade cigarettes market facing the situation that many brands involving the fierce competition, inadequate control of the market, and consumer loyalty is not high. To enterprises, the current consumers of their brands are a large part of the consumers who switched from other brands. In order to retaining this switching consumers, and develop them to become the loyal customer is an important issue worth considering. To have a deep analysis and research on the factors which effect building brand loyalty of these switchers is a way to solve the problem.Based on the lack of practical and theoretical research of Chinese tobacco industry, we analyses the effect of switching type, consuming experience and demographics on brand loyalty. Besides, we design a model on the basis of the Theory of Involvement, Brand Loyalty, Consumer Satisfaction and Perceived value. This paper tries to cause a heuristic argument exploring the determinants of brand loyalty within the framework in two dimensions of attitude loyalty and behavior loyalty. Then it develops the local scale, which is suitable for use under the background of Chinese tobacco industry. Besides that, a survey has been carried out in eight different cities such as Beijing, and Guangzhou. In this way, this paper pool 162 samples and further the study in data analyzing.The empirical study shows that the self-developed scale has a good reliability and validity. The finding also illustrates that the involvement not only directly affects the attitude brand loyalty, but also influence the behavior brand loyalty. And besides that, it can also indirectly influence the attitude brand loyalty through the media variables of perceived value and consumer satisfaction. However, it is found that the perceived value and consumer satisfaction have no direct effect on behavior loyalty, though they have significant effect on attitude brand behavior. At the same time, the causality among the multi-dimensional loyalty is supported by the findings of the empirical study, which further interprets the complicate causality chain of the variables.更多还原