市场营销毕业论文

市场营销毕业论文

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渤海大学成人教育学生毕业论文

原产国品牌形象对消费者购买态度的影响研究—-以大学生为例所学专业市场营销

入学年度 2012年

学习地点（函授站）锦州

学生姓名张宝航

指导教师马德生

完成日期 2014.2.1

摘要

随着市场的全球化，原产国开始作为一个重要的产品外在线索来影响消费者的购买态度。原产国品牌形象的研究越来越引起国内外学者和企业界的重视。本文在进行文献回顾的基础上，以大学生消费群体为例，通过实际调查收集数据，运用统计分析方法进行数据分析，来测量原产国品牌形象对消费者购买态度的影响。通过对大学生消费者对各个原产国品牌形象的满意度和购买态度的相关关系等统计变量进行分析，比较本土品牌形象与外国原产国品牌形象的差距及基本原因，并结合以中国为原产国的品牌形象在消费者心目中的评价的现状分析，为提升中国原产国品牌形象提出合理化的建议。

【关键词】原产国品牌形象消费者态度国际市场营销

Abstract

With the globalization of markets, the country of origin of

the product began as an important external cues to influence consumer buying attitudes. Chinese and foreign scholars and entrepreneurs of the country of origin and establish a good

brand image more and more attention. In this paper, based on

the literature review, consumer groups, college students, for example, by actual survey data collection, using statistical

analysis methods for data analysis to look at the brand image

of the country of origin on consumer purchase attitudes. All students by country of origin of consumer satisfaction, brand

image and actual buying behavior related to the relationship between the statistical analysis, comparing the Chinese and

foreign brand image brand image of the gap between the country

of origin and the basic reason, and with China as the original producing countries of the brand image in the eyes of the

consumer evaluation of the situation analysis, country of

origin to enhance the brand image of China put forward

reasonable proposals.

Keywords: country of origin brand images consumer attitudes international marketing

目录

一、前言.....................................................

（一）研究背景...........................................

（二）研究意义...........................................

二、原产国品牌形象与消费者购买态度综述.......................

（一）原产国品牌形象.....................................

1．原产国品牌形象的概念和发展........................

2．原产国品牌形象的影响因素..........................

（二）消费者购买态度.....................................

1．消费者态度的概念、特性和构成......................

2．影响消费者购买态度的因素..........................

（三）原产国品牌形象与消费者购买态度的关系...............

1．消费者对原产国产品的认知..........................

2．原产国品牌形象对不同特征的消费者购买态度的影响....

三、以大学生消费群体为例对原产国品牌形象的影响分析 ..........

（一）研究假设...........................................

（二）研究方法...........................................

1.调查问卷的设计.....................................