摘 要
本研究旨在探究品牌形象对消费者购买决策的影响，并提出优化品牌形象策略的方法。首先，在绪论中介绍了研究的背景、意义和目的，以及研究所采用的方法和论文结构。接下来，论文详细阐述了品牌和品牌形象、消费者购买决策以及品牌形象对消费者购买决策的影响的相关概念和理论基础。分析了影响品牌形象对消费者购买决策的因素，以及消费者购买意愿和行为的具体表现。在第四章中，介绍了优化品牌形象的策略，包括品牌定位和差异化策略、规划品牌形象传播策略以及提升品牌形象感知度等方面的内容。本研究的结果表明，品牌形象对消费者购买决策有着重要影响。因此，企业应该通过制定有效的品牌形象策略，促进消费者对其产品或服务的购买决策。此外，对于未来的研究，可以进一步深入探讨品牌形象的各个方面对消费者购买行为的影响，并结合不同行业和市场进行比较研究，以提供更准确和具体的建议。本研究的贡献在于揭示了品牌形象对消费者购买决策的重要性，并提出了优化品牌形象策略的建议。通过加强品牌形象的塑造和传播，企业可以提升消费者对其品牌的认知和好感，进而促进消费者的购买决策。
关键词：品牌形象 消费者购买决策 优化策略
Abstract
The purpose of this study is to explore the influence of brand image on consumers' purchasing decisions, and to propose ways to optimize brand image strategies. Firstly, the introduction introduces the background, significance and purpose of the research, as well as the method and the structure of the paper. Next, the thesis elaborates the concepts and theoretical basis of brand and brand image, consumer purchase decision and the influence of brand image on consumer purchase decision. This paper analyzes the factors that influence the brand image on consumers' purchase decision, and the concrete performance of consumers' purchase intention and behavior. In the fourth chapter, it introduces the strategy of optimizing brand image, including brand positioning and differentiation strategy, planning brand image communication strategy and enhancing brand image perception. The results of this study show that brand image has an important impact on consumers' purchasing decisions. Therefore, enterprises should promote consumers' purchase decisions for their products or services by developing effective brand image strategies. In addition, for future research, the influence of various aspects of brand image on consumer purchasing behavior can be further explored in depth, and comparative research combined with different industries and markets can be conducted to provide more accurate and specific recommendations. The contribution of this study is to reveal the importance of brand image to consumers' purchasing decisions, and put forward suggestions for optimizing brand image strategies. By strengthening the building and communication of brand image, enterprises can enhance consumers' cognition and favorable impression of their brands, and thus promote consumers' purchase decisions.
Key words: Brand image consumer purchase decision optimization strategy
目 录
摘 要 I
Abstract II
1 绪论 1
1.1 研究背景 1
1.2 研究目的与意义 1
1.3 研究范围与限制 2
1.4 研究方法与流程 2
2 相关概念及理论基础 3
2.1 企业文化的定义与特征 3
2.2 员工工作态度的构成要素 3
2.3 企业文化对员工工作态度影响的理论基础 4
2.4 研究现状 5
3 企业文化对员工工作态度的影响 5
3.1 领导行为对员工工作态度的影响 5
3.2 组织制度对员工工作态度的影响 6
3.3 员工参与与反馈对工作态度的影响 7
3.4 其他因素对员工工作态度的影响 7
4 优化策略 8
4.1 建立恰当的企业文化 8
4.2 设计合理的组织制度 8
4.3 加强员工参与与反馈机制 9
4.4 提高领导者素质与管理能力 9
5 结论 10
参考文献 11
致 谢 12
本研究旨在探究品牌形象对消费者购买决策的影响，并提出优化品牌形象策略的方法。首先，在绪论中介绍了研究的背景、意义和目的，以及研究所采用的方法和论文结构。接下来，论文详细阐述了品牌和品牌形象、消费者购买决策以及品牌形象对消费者购买决策的影响的相关概念和理论基础。分析了影响品牌形象对消费者购买决策的因素，以及消费者购买意愿和行为的具体表现。在第四章中，介绍了优化品牌形象的策略，包括品牌定位和差异化策略、规划品牌形象传播策略以及提升品牌形象感知度等方面的内容。本研究的结果表明，品牌形象对消费者购买决策有着重要影响。因此，企业应该通过制定有效的品牌形象策略，促进消费者对其产品或服务的购买决策。此外，对于未来的研究，可以进一步深入探讨品牌形象的各个方面对消费者购买行为的影响，并结合不同行业和市场进行比较研究，以提供更准确和具体的建议。本研究的贡献在于揭示了品牌形象对消费者购买决策的重要性，并提出了优化品牌形象策略的建议。通过加强品牌形象的塑造和传播，企业可以提升消费者对其品牌的认知和好感，进而促进消费者的购买决策。
关键词：品牌形象 消费者购买决策 优化策略
Abstract
The purpose of this study is to explore the influence of brand image on consumers' purchasing decisions, and to propose ways to optimize brand image strategies. Firstly, the introduction introduces the background, significance and purpose of the research, as well as the method and the structure of the paper. Next, the thesis elaborates the concepts and theoretical basis of brand and brand image, consumer purchase decision and the influence of brand image on consumer purchase decision. This paper analyzes the factors that influence the brand image on consumers' purchase decision, and the concrete performance of consumers' purchase intention and behavior. In the fourth chapter, it introduces the strategy of optimizing brand image, including brand positioning and differentiation strategy, planning brand image communication strategy and enhancing brand image perception. The results of this study show that brand image has an important impact on consumers' purchasing decisions. Therefore, enterprises should promote consumers' purchase decisions for their products or services by developing effective brand image strategies. In addition, for future research, the influence of various aspects of brand image on consumer purchasing behavior can be further explored in depth, and comparative research combined with different industries and markets can be conducted to provide more accurate and specific recommendations. The contribution of this study is to reveal the importance of brand image to consumers' purchasing decisions, and put forward suggestions for optimizing brand image strategies. By strengthening the building and communication of brand image, enterprises can enhance consumers' cognition and favorable impression of their brands, and thus promote consumers' purchase decisions.
Key words: Brand image consumer purchase decision optimization strategy
目 录
摘 要 I
Abstract II
1 绪论 1
1.1 研究背景 1
1.2 研究目的与意义 1
1.3 研究范围与限制 2
1.4 研究方法与流程 2
2 相关概念及理论基础 3
2.1 企业文化的定义与特征 3
2.2 员工工作态度的构成要素 3
2.3 企业文化对员工工作态度影响的理论基础 4
2.4 研究现状 5
3 企业文化对员工工作态度的影响 5
3.1 领导行为对员工工作态度的影响 5
3.2 组织制度对员工工作态度的影响 6
3.3 员工参与与反馈对工作态度的影响 7
3.4 其他因素对员工工作态度的影响 7
4 优化策略 8
4.1 建立恰当的企业文化 8
4.2 设计合理的组织制度 8
4.3 加强员工参与与反馈机制 9
4.4 提高领导者素质与管理能力 9
5 结论 10
参考文献 11
致 谢 12
