【正文】 ........1 選題背景 .......................................................1 研究的目的和意義 ...............................................1 文獻 綜述 .......................................................2 研究 的內(nèi)容和方法 ...............................................32 消費者的個性心理特征分析 .........................................3 消費者的能力 ...................................................3 消費者的自我觀念 ...............................................4 消費者的生活方式 ...............................................43 消費者心理活動規(guī)律分析 ...........................................5 消費者心理活動的認(rèn)知過程 .......................................5 消費者心理活動的情感過程 .......................................7 消費者心理活動的意志過程 .......................................84 基于消費者的品牌定位 ............................................10 從消費者角度設(shè)計品牌定位 ......................................10 基于消費者的品牌定位解析 ......................................115 利用品牌定位影響消費者購買行為 ..................................11 增加消費者的參與度 ............................................11 品牌定位在消費者購買 決策中的影響 ..............................136 實證 研究——以中 國移動為例 ......................................16 具有針對性的品牌定位 ..........................................16 全方位的品牌傳播 ..............................................18 發(fā)展品牌與消費者關(guān)系 ..........................................20結(jié) 論 .............................................................22致 謝 .............................................................23參 考 文 獻 ........................................................241 / 301 引言 選題背景品牌已經(jīng)走過了幾百年，品牌定位還僅有40年的歷史，在這40年里人們利用品牌定位理論創(chuàng)建了一些具有生動的品牌個性的優(yōu)秀品牌，如：可口可樂、萬寶路、麥當(dāng)勞、沃爾瑪?shù)?，但在?shù)十年的品牌實踐中，因為沒有定位或定位不成功的品牌，從而在激烈的競爭中失敗的品牌不計其數(shù)。 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 petitiveness 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, consumers39。s choice increases, the consumption demand is plicated and changeable, form the buyer39。關(guān)鍵詞： 消費者行為 品牌定位 購買行為II / 30Title Research of Consumers39。認(rèn)為品牌定位的關(guān)鍵點在于分析目標(biāo)消費群的消費行為，并據(jù)此建立品牌定位理念，然后提煉品牌核心理念并將其有效地傳播給目標(biāo)消費群。應(yīng)該注意的是，有效的品牌定位是雙向的過程，定位就是結(jié)合環(huán)境和自身資源，準(zhǔn)確而有效的找到自己在環(huán)境中的位置。準(zhǔn)確的品牌定位是制定和實施品牌戰(zhàn)略的前提和保證。本文認(rèn)真學(xué)習(xí)和借鑒消費者行為研究的基本理論，通過對消費者的感覺、知覺，消費者的記憶、想象和思維，消費者的情緒情感過程和意志過程，消費者的個性心理特征等消費心理學(xué)基本理論的學(xué)習(xí)和研究，進一步分析影響消費者行為的內(nèi)在因素，并在此基礎(chǔ)上引出品牌定位。題 目: 基于消費者行為的品牌定位研究 院系名稱： 專業(yè)班級： 學(xué)生姓名： 學(xué) 號： 指導(dǎo)教師： 教師職稱： I / 30摘 要在現(xiàn)代市場經(jīng)濟的條件下，社會生產(chǎn)力飛速發(fā)展，商品供應(yīng)豐富，消費者選擇余地增大，消費需求復(fù)雜多變，形成了供過于求的買方市場，企業(yè)之間的競爭加劇，商品銷售日益困難。企業(yè)必須調(diào)查消費需求的信息，研究消費者的行為與心理，研究影響消費者購買行為的各種因素，有針對性地研制符合消費需求的產(chǎn)品，制定相應(yīng)的市場營銷策略，這樣才能提高競爭力，擴大產(chǎn)品銷售，改善經(jīng)營管理水平。品牌定位是市場競爭發(fā)展到一定階段的必然產(chǎn)物，也是當(dāng)今很多企業(yè)關(guān)心的熱點問題。品牌定位的本質(zhì)是企業(yè)通過個性化和差異化來獲取競爭優(yōu)勢。本文從品牌和消費者雙向互動的角度，分析品牌定位的相關(guān)影響因素，并結(jié)合企業(yè)的實際運用進行論證。通過本文的研究可知，對于分析研究消費者行為，有利于幫助企業(yè)有效地掌握消費者的內(nèi)在需求，確立適宜的品牌定位，制定合理有效的產(chǎn)品營銷策略，贏得市場，對促進企業(yè)的發(fā)展具有十分重要的理論意義、較高的實際應(yīng)用價值和良好的可操作性，值得學(xué)術(shù)界和企業(yè)界著力研究，并在實踐中加以運用和發(fā)展。 Purchasing Behavior Based on The Brand PositioningAbstractUnder the condition of modern market economy, social productivity is developed at full speed, the goods are supplied abundantly, consumer39。s market for overly asking, the petition 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 consumers39。 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 patriot so deeply by now about drawing the consumer behavior and studying brand positioning. Brand positioning is the inevitable product when market petition 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 petition advantages through individuation and difference of an enterprise. One thing we need pay attention to is that an available brand positioning is a bidirectional process. Positioning is to find a positioning in situation accurately and effectively through III / 30bining to situational resources and self resources. The subject analyzes relevant affected factor of brand positioning from the angle of brand and consumer interaction. The key point of brand positioning is to build conception of brand positioning throu