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| 消费者产品涉入度对品牌忠诚度的影响研究——以手机消费市场为例
摘 要
在国内和国际资源迅速整合、竞争越来越激烈的今天，企业维持生存与发展的关键就是有效的经营品牌。在目前不稳定的环境中，当产品差异化无法长久维持或是不显著时，品牌可以作为提供营销策略的基础，以产品品牌为营销点，从而获得消费者对品牌的信赖与认同，增加对品牌忠诚的消费者的数量。当今社会，在面对消费者与国际化市场的同时，如何打造具有吸引力和差异点而且能够让消费者产生共鸣的品牌，已成为营销发展中重要的内容。现在，品牌对于企业来说越来越重要，但是一个品牌经营的成功与否并不只靠表面意义上的市场占有率和市场增长率，而是在很大程度上取决于对品牌忠诚的消费者数量的多少。而且随着市场的成熟，在面对众多产品进行选择时，消费者越来越认同产品的品牌，知名的品牌往往比普通品牌更容易获得消费者的青睐。要成为一个经久不衰的品牌，不能仅仅依靠消费者的一次性购买，更重要的是培养消费者的品牌忠诚，使产品成为消费者固定的选择。因此，努力增加顾客对品牌的好感和满意度，培养忠诚顾客群，同时注重对现有忠诚顾客忠诚度的提高，是企业在激烈的市场竞争环境中克敌制胜、长期盈利的关键。
本文从消费者产品涉入度的角度出发，以手机消费市场为例，采用定性研究与定量研究相结合的方法，建立消费者产品涉入度对品牌忠诚度影响机制的研究模型，在模型中加入品牌敏感作为中介变量，开展实证研究，探究影响消费者品牌忠诚度的路径机制，研究发现消费者产品涉入度对品牌敏感、品牌忠诚度均有显著的正向影响，品牌敏感正向影响品牌忠诚度，且品牌敏感在产品涉入度和品牌忠诚度之间起着中介作用。然后本文根据数据分析的结果，为企业如何开展品牌建设及如何提高消费者的品牌忠诚度提出相关的建议。
关键词：产品涉入度；品牌敏感；品牌忠诚度
Abstract
Nowadays, with the rapid integration of domestic and international resources and the increasingly fierce competition,the key to the survival and development of enterprises is the effective brand management. In the current unstable environment,when the product differentiation cannot be maintained for a long time oris not significant, the brand can be used as the basis for providing marketing strategies, taking the product brand as the marketing point, so as to gain consumers' trust and recognition of the brand and increase the number of consumers who are loyal to the brand. In today's society, in the face of consumers and the international market at the same time, how to create attractive and different and can make consumers resonate with the brand, has become an important content of marketing development. Nowadays, brand is becoming more and more important for enterprises.However, the success of a brand management does not only depend onthe superficial market share and market growth rate,but to a large extent depends on the number of consumers who are loyal to the brand. In addition, as the market matures,consumers identify with the brand of the product more and more when choosing many products. Well-known brands are more likely to be favored by consumers than ordinary brands.To become an enduring brand,it can not only rely on theone-time purchase of consumers, but more importantly, cultivate consumers' brand loyalty and make the product become a fixed choice for consumers. Therefore, to increase the goodwill and satisfaction of customers to the brand,to cultivate loyal customer group,and to pay attention to the improvement of the loyalty of existing loyal customers, is the key for enterprises to defeat the enemy and make long-term profits in the fierce market competition environment.
This article from the perspective of consumer product involvement degree, mobile phone consumption market, for example,by adopting the combination of qualitative research and quantitative research methods,establish a consumer product involvement degree of brand loyalty influence mechanism research model, sensitive to join the brand as a intervening variable in the model,to carry out empirical research, to explore the path of influence consumer brand loyalty mechanism, the study found that consumer product involvement degree is sensitive to brand, brand loyalty has significantly positive influence, sensitive positive influence on brand loyalty, brand and brand sensitivity between the degree of product involvement and brand loyalty plays an intermediary role. Then, according to the results of data analysis,this paper puts forward relevant suggestions for enterprises on how to carry out brand building and how to improve consumers' brand loyalty.
Key Words: Product involvement, Brand sensitive, Brand loyalty
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