城市消费者零售企业品牌偏好与忠诚的跨地区比较:北京、武汉与长沙

A Trans-regional Comparative Study on Beijing,Wuhan and Changsha Urban Consumers' Preference and Loyalty to Retail Enterprises' Brands

本文通过问卷调查和量化分析,比较了北京、武汉、长沙三地消费者在零售企业品牌偏好、品牌选择、品牌忠诚及对中外零售企业品牌差异的认识等方面的异同。研究结果表明三地消费者在人口统计特征、品牌偏好度、品牌选择等方面有较大差异,而在品牌忠诚度、自有品牌购买意愿等方面差异不大。中外零售企业的差异主要在服务,消费者选择购物场所时注重的是商品、服务和环境,消费者并不总是偏爱国外零售企业,忠诚度偏低。这对于国内外零售企业开展针对中国城市消费者的品牌营销活动特别是品牌的跨区域拓展有直接启示作用。

Based on questionnaires and quantitative analysis, this paper makes a comparison and contrast among the customers in the cities of Beijing, Wuhan and Changsha on their brand preference, brand choice and brand loyalty as well as their brand awareness to the differences between Chinese retail enterprises and foreign retail enterprises. The study indicates that for the customers in these three cities there are quite a few discrepancies in demographic feature, brand preference and brand choice while there are few differences in brand loyalty and purchase inclination to self-owned brand. Chinese and Foreign retail enterprises differ mainly in the service while consumers are always concerned about the commodity, service and shopping environment when they choose shopping malls. Consumers do not always prefer to choose foreign retail enterprises and such brand loyalty is comparatively low in degree. Therefore, the domestic and foreign retail enterprises will be directly enlightened by the study for them to carry out brand marketing campaign aiming at Chinese urban consumers, especially trans-regional brand expansions.