摘 要
消费者行为分析对品牌忠诚度构建至关重要。它涉及消费者在购买和使用产品或服务时的心理、决策和行为。这些行为受个人、社会、文化和心理因素影响，具有多样性、可变性。深入分析消费者行为有助于理解市场需求，满足消费者需求。品牌通过理解消费者需求、精准定位和优化体验，可以提高消费者满意度和忠诚度。然而，分析过程中存在数据处理复杂、消费者行为多变等挑战。品牌需采用高级数据分析技术、跟踪行为趋势、投资技术研发和定制个性化产品，以提升市场竞争力和消费者忠诚度。
关键词：消费者行为；品牌忠诚度；精准定位
ROLE OF CONSUMER BEHAVIOR ANALYSIS IN THE CONSTRUCTION OF BRAND LOYALTY
ABSTRACT
Consumer behavior analysis is crucial to brand loyalty building. It involves the psychology, decision-making and behavior of consumers when purchasing and using products or services. These behaviors are influenced by individual, social, cultural, and psychological factors, and are diverse and variable. In-depth analysis of consumer behavior helps to understand the market demand and meet the consumer demand. Brands can improve consumer satisfaction and loyalty by understanding consumer needs, accurately positioning them, and optimizing the experience. However, there are analytical challenges such as complex data processing and variable consumer behavior. Brands need to use advanced data analytics technology, track behavior trends, invest in technology research and development, and customize personalized products to enhance market competitiveness and consumer loyalty.
KEY WORDS：Consumer behavior; Brand loyalty; Precise positioning
目 录
摘 要 I
ABSTRACT II
第1章 绪论 1
1.1 研究背景及意义 1
1.2 国内外研究现状 1
第2章 相关理论概述 2
2.1 消费者行为的定义 2
2.2 消费者行为的特点 2
第3章 消费者行为分析在品牌忠诚度构建中面临的挑战 3
3.1 数据处理复杂 3
3.2 消费者行为多变 3
3.3 技术处理能力不足 3
3.4 消费者个性化需求难以满足 4
第4章 消费者行为分析在品牌忠诚度构建中的应对策略 5
4.1 采用高级数据分析技术 5
4.2 跟踪消费者行为变化趋势 5
4.3 投资技术研发 5
4.4 定制个性化产品 6
第5章 结论 7
参考文献 8
致 谢 9
