企业创新行为影响消费者品牌态度和购买意向研究

Research on the Impact of Enterprise Innovations on Consumers' Perception of Brand and Buying Inclination

市场经济快速发展背景下,企业之间的竞争日渐激烈,产品同质化现象直接降低了产品物理层面营销策略的有效性。企业逐渐意识到消费者对产品的诉求,已经不仅局限于产品本身,更多的是产品精神层面所蕴含的无形价值。据相关调查表明,驱动消费者消费动机的关键在于品牌形象,品牌形象公认成为企业发展的重要基础,只有消费者对品牌保持积极态度,才能够更多的倾向于该品牌产品,继而产生强烈的购买意向。企业创新行为无疑成为现代企业可持续发展的重要动力。本文将整合国内外相关企业创新行为、品牌态度等文献资料,并结合电子产品分析和研究企业创新行为对品牌态度及消费者购买意向产生的影响,在此基础上提出企业创新有效对策,以期为我国企业实施创新行为提供参考和借鉴。

In the context of rapid growth of Mayket economy,the competition between enterprises is growing increasingly intense; the homogenization of products reduces the physical effectiveness of Mayketing strategies,companies began to realize that consumers＇ needs in terms of products are no longer limited to the product itself,instead,they tend to demand more in terms of the intangible value of product which is related to the intrinsic spiritual features rather than the physical characteristics of the products. According to investigations,brand image is the key factor in motivating consumption; brand image is generally recognized as the foundation in the growth of enterprises,only if the consumers have a positive perception to a brand,they are more inclined to the product of a particular brand; they are likely to have a strong desire to purchase. Undoubtedly,innovations in enterprises are an important impetus for the sustainable growth of modern enterprises. By taking electronic products as a case in point,this paper gives an analysis and studies the impact of enterprise innovations on consumers＇ perception of brand,buying inclinations and brand attitude on the basis of documentations regarding innovations both in home and abroad,in order to propose effective countermeasures in enterprise innovation which can be useful references in implementing innovation in Chinese enterprises.