价值工程
價值工程
개치공정
VALUE ENGINEERING
2015年
20期
201-205,206
,共6页
品牌依恋%经济型酒店%品牌信任%消费者自我概念%品牌介入
品牌依戀%經濟型酒店%品牌信任%消費者自我概唸%品牌介入
품패의련%경제형주점%품패신임%소비자자아개념%품패개입
brand attachment%economy hotel%brand trust%consumer self-concept%brand involvement
随着人们消费态度的不断改变，消费者与品牌的关系日益重要，关系营销理论也不断发展，越来越多的营销学者开始关注品牌依恋新视角。探究影响高校学生对经济型酒店品牌依恋的影响因素，有助于经济型酒店完善自我品牌战略，以更有效地吸引经济型酒店的忠诚客户。本文以在校大学生为研究对象，通过227份问卷对经济型酒店的品牌依恋影响因素进行分析。研究发现大学生对经济型酒店品牌信任与大学生自我概念与品牌个性一致性均对品牌依恋的建立有显著影响。而大学生对经济型酒店品牌的介入度并没有在影响品牌依恋的品牌信任和自我概念与品牌个性一致性两个维度中起调节作用。所以经济型酒店品牌应该在树立与消费者个性相一致的品牌个性和建立消费者对品牌的信任两个层面制定营销战略，从而吸引更多对经济型酒店品牌的忠诚消费者。
隨著人們消費態度的不斷改變，消費者與品牌的關繫日益重要，關繫營銷理論也不斷髮展，越來越多的營銷學者開始關註品牌依戀新視角。探究影響高校學生對經濟型酒店品牌依戀的影響因素，有助于經濟型酒店完善自我品牌戰略，以更有效地吸引經濟型酒店的忠誠客戶。本文以在校大學生為研究對象，通過227份問捲對經濟型酒店的品牌依戀影響因素進行分析。研究髮現大學生對經濟型酒店品牌信任與大學生自我概唸與品牌箇性一緻性均對品牌依戀的建立有顯著影響。而大學生對經濟型酒店品牌的介入度併沒有在影響品牌依戀的品牌信任和自我概唸與品牌箇性一緻性兩箇維度中起調節作用。所以經濟型酒店品牌應該在樹立與消費者箇性相一緻的品牌箇性和建立消費者對品牌的信任兩箇層麵製定營銷戰略，從而吸引更多對經濟型酒店品牌的忠誠消費者。
수착인문소비태도적불단개변，소비자여품패적관계일익중요，관계영소이론야불단발전，월래월다적영소학자개시관주품패의련신시각。탐구영향고교학생대경제형주점품패의련적영향인소，유조우경제형주점완선자아품패전략，이경유효지흡인경제형주점적충성객호。본문이재교대학생위연구대상，통과227빈문권대경제형주점적품패의련영향인소진행분석。연구발현대학생대경제형주점품패신임여대학생자아개념여품패개성일치성균대품패의련적건립유현저영향。이대학생대경제형주점품패적개입도병몰유재영향품패의련적품패신임화자아개념여품패개성일치성량개유도중기조절작용。소이경제형주점품패응해재수립여소비자개성상일치적품패개성화건립소비자대품패적신임량개층면제정영소전략，종이흡인경다대경제형주점품패적충성소비자。
With the constant change of consumer attitudes, the relationship between consumer and the brand is becoming more and more important, the relationship marketing theory also constantly grows, more and more marketing scholars begin to pay close attention to the new perspective of brand attachment. Exploring the influence factors of college students to the brand attachment of economy hotel can help the economy hotel to prefect the self brand strategy to more effectively attract loyal customers of the economy hotel. This paper takes the college students as the research object to analyze the influence factors of the economy hotel brand attachment by 227 questionnaires. The study shows that the economy hotel brand trust of college students is related to the college students' self-concept and the consistency of brand personality, it has significant influence to the establishment of brand attachment. But economy hotel brand involvement of college students doesn’t play a regulation role in the two dimensionalities of the brand trust which influenced the brand attachment, the self-concept and the consistency of brand personality. So economy hotel should develop marketing strategies from two levels of setting the brand personality consistent with the consumer personality and establishing the brand trust of the consumers to attract more loyal consumers for the economy hotel.
