题目:基于消费者行为的品牌定位研究院系名称：专业班级：学生姓名：学号：指导教师：教师职称：摘要在现代市场经济的条件下，社会生产力飞速发展，商品供应丰富，消费者选择余地增大，消费需求复杂多变，形成了供过于求的买方市场，企业之间的竞争加剧，商品销售日益困难。企业必须调查消费需求的信息，研究消费者的行为与心理，研究影响消费者购买行为的各种因素，有针对性地研制符合消费需求的产品，制定相应的市场营销策略，这样才能提高竞争力，扩大产品销售，改善经营管理水平。本文认真学习和借鉴消费者行为研究的基本理论，通过对消费者的感觉、知觉，消费者的记忆、想象和思维，消费者的情绪情感过程和意志过程，消费者的个性心理特征等消费心理学基本理论的学习和研究，进一步分析影响消费者行为的内在因素，并在此基础上引出品牌定位。品牌定位是市场竞争发展到一定阶段的必然产物，也是当今很多企业关心的热点问题。准确的品牌定位是制定和实施品牌战略的前提和保证。品牌定位的本质是企业通过个性化和差异化来获取竞争优势。应该注意的是，有效的品牌定位是双向的过程，定位就是结合环境和自身资源，准确而有效的找到自己在环境中的位置。本文从品牌和消费者双向互动的角度，分析品牌定位的相关影响因素，并结合企业的实际运用进行论证。认为品牌定位的关键点在于分析目标消费群的消费行为，并据此建立品牌定位理念，然后提炼品牌核心理念并将其有效地传播给目标消费群。通过本文的研究可知，对于分析研究消费者行为，有利于帮助企业有效地掌握消费者的内在需求，确立适宜的品牌定位，制定合理有效的产品营销策略，赢得市场，对促进企业的发展具有十分重要的理论意义、较高的实际应用价值和良好的可操作性，值得学术界和企业界着力研究，并在实践中加以运用和发展。关键词：消费者行为品牌定位购买行为TitleResearchofConsumers'PurchasingBehaviorBasedonTheBrandPositioningAbstractUndertheconditionofmodernmarketeconomy,socialproductivityisdevelopedatfullspeed,thegoodsaresuppliedabundantly,consumer'schoiceincreases,theconsumptiondemandiscomplicatedandchangeable,formthebuyer'smarketforoverlyasking,thecompetitionbetweenenterprisesisaggravated,anditisdifficultforthegoodstoselldaybyday.Enterprisesmustinvestigatetheinformationoftheconsumptiondemand,studyconsumers'behaviorandpsychology,researchinfluencesconsumerstobuyvariouskindsoffactorsofthebehavior,developtheproductswhichaccordwiththeconsumptiondemandpointedly,makethecorrespondingmarketingtactics,sothattheenterprisescouldimprovethecompetitivenessinthisway,expandtheproductstosell,andimprovemanagerialskill.Thissubjectattemptstostudyanddrawlessonsfrombasictheoriesofconsumerbehaviorstudy,throughthestudyandreachofthefeeling,consciousnesstoconsumers,consumers'memory,imaginationandthinking,moodemotionprocessandwillprocessofconsumer,individualpsychologicalcharacteristics,etc.andthebasictheoriesofconsumingpsychologicalstudy,analyzefurthertheinherentfactorthatinfluencestheconsumerbehavior,andonthisbasisbringinatheorynotknownbycompatriotsodeeplybynowaboutdrawingtheconsumerbehaviorandstudyingbrandpositioning.Brandpositioningistheinevitableproductwhenmarketcompetitiondevelopingintocertainstage.Itisalsothehotproblemtomanyenterprisesnowadays.Accuratebrandpositioningisthepreconditionandguaranteeofmakingbrandstrategyandactualizingit.Theinbeingofbrandpositioningisobtainingcompetitionadvantagesthroughindividuationanddifferenceofanenterprise.Onethingweneedpayattentiontoisthatanavailablebrandpositioningisabi-directionalprocess.Positioningistofindapositioninginsituationaccuratelyandeffectivelythroughcombiningtosituationalresourcesandselfresources.Thesubjectanalyzesrelevantaf...
