题目：品牌形象与消费者购买决策的关系研究
摘要：本研究旨在探讨品牌形象与消费者购买决策之间的关系。首先，通过对国内外相关研究的回顾，分析了品牌形象的定义、构成要素以及消费者购买决策的影响因素。然后，通过理论分析，揭示了品牌形象对消费者购买决策的影响机制。接着，通过实证研究，发现品牌形象对消费者购买决策的影响日益增强，社交媒体对品牌形象与消费者购买决策的关联性加强，但消费者对品牌的忠诚度逐渐下降。最后，针对当前的挑战，提出了提升品牌形象与消费者购买决策的策略，并通过案例分析验证了这些策略的有效性。
关键词：品牌形象，消费者购买决策，社交媒体
Abstract:The purpose of this study is to explore the relationship between brand image and consumer purchase decision. First of all, through the review of domestic and foreign related research, the definition of brand image, components and factors affecting consumers' purchasing decisions are analyzed. Then, through theoretical analysis, it reveals the influence mechanism of brand image on consumers' purchase decision. Then, through empirical research, it is found that the influence of brand image on consumers' purchasing decisions is increasing, and the correlation between brand image and consumers' purchasing decisions is strengthened by social media, but consumers' loyalty to brands is gradually declining. Finally, in view of the current challenges, this paper puts forward some strategies to enhance the brand image and consumers' purchase decision, and verifies the effectiveness of these strategies through case analysis.
Key words：Brand image, consumer buying decisions, social media
目录
题目：品牌形象与消费者购买决策的关系研究 1
摘要： 1
1 绪论 2
1.1研究背景和目的 2
1.2国内外研究现状 2
1.3研究内容与方法 2
2.理论基础 3
2.1品牌形象的定义和构成要素 3
2.2消费者购买决策的影响因素 3
2.3品牌形象对消费者购买决策的影响机制 4
3.品牌形象与消费者购买决策的现状 4
3.1品牌形象对消费者购买决策的影响日益增强 4
3.2社交媒体对品牌形象与消费者购买决策的关联性加强 4
3.3消费者对品牌的忠诚度逐渐下降 5
4.品牌形象与消费者购买决策的挑战分析 5
4.1品牌形象的塑造和维护难度加大 5
4.2消费者购买决策的多元化和个性化趋势 5
4.3市场竞争加剧和消费者权益保护意识提高 6
5.提升品牌形象与消费者购买决策的策略探讨 6
5.1加强品牌形象的塑造和维护 6
5.2满足消费者购买决策的多元化和个性化需求 7
5.3应对市场竞争和消费者权益保护的挑战 7
6.案例分析 8
6.1品牌形象与消费者购买决策的成功案例分析 8
6.2品牌形象与消费者购买决策的失败案例分析 8
结论 9
参考文献 9
致谢 10
