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摘要：品牌营销已经成为所有企业都十分关注的问题，各行业也渐渐意识到顾客的品牌偏好这一概念对品牌营销有着很重要的影响。品牌偏好是消费者的一种差异化的态度，它是指不同的消费者对不同品牌持有着不同的态度。分析消费者的品牌偏好并探讨他们产生这些态度的原因已然成为学术界和企业都十分关注的问题。本文将从顾客感知价值的角度探讨消费者的品牌偏好，并着眼大学生消费群体，以智能手机产品为例，讨论顾客感知价值的各文度与品牌偏好之间的相关关系，为企业营销和后续学术研究提供参考。32154
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毕业论文关键词：品牌偏好；顾客感知价值；智能手机
Study of the Influence Factors of Smart Phone Brand Preference for College Students
Abstract: Brand marketing has become one of the focuses of the all businesses, industries are gradually aware that the customer's brand preference has important influence on brand marketing. Different brand preference results from consumer’s different attitude towards brand, different consumers have different attitude with different brands. Analysis of consumer’s brand preference and exploring their causes of these attitudes has become one of the focuses in the academia and enterprises areas. This article will explore consumer's brand preference from the view of perspective of customer perceived value. Enterprises need to know the customer's needs and perception, we can analysis what customers want from the enterprise, then provide customers with what they need, and get the customer's preference. The customer perceived value is not determined by the enterprise, the enterprise needs to stand in the customer's point of view, understand the customer's perceived value, and then develop the appropriate marketing strategy. As we all know, it is now the information age, smart phones have become the necessities of life from the ordinary digital products. In recent years, the development of the smart phone market is rapid, and the number of its brand has also increased. It is the time to build brand image and establish brand relationship. This article will focus on the consumer groups of college students and choose the product of smart phones, discuss the relationship between each dimension of the customer perceived value and the brand preference, to provide the reference for marketing and subsequent academic research and the enterprise.
Key words: Brand Preference；Customer Perceived Value；Smart Phone
目 录
摘要 1
关键词 1
Abstract 1
Key words 2
引言 2
一、国内外研究概况 2
（一）关于大学生消费的研究概况 2
1.消费与消费行为 2
2.大学生消费行为 3
（二）关于品牌偏好理论的研究概况 3
（三）关于顾客感知价值理论的研究概况 4
1.顾客感知价值的涵义 4
2.顾客感知价值的模型 5
3.顾客感知价值的测量 5
二、研究方案设计 6
（一）模型的确定 6
（二）变量定义与研究假设 6
1.变量定义 6
2.研究假设 7
（三）变量的测量 7
1.预测变量 7
2.结果变量 8
（四）调研设计 8
1.研究品牌的选择 8
2.问卷设计 8
3.调研范围与对象 8
4.问卷的发放与回收 8
（五）数据统计方法 9
1.描述性统计分析 9