信号理论下老字号品牌特征及消费选择心理研究

Research on the Characteristics of Time-honored Brands and the Psychology of Consumption Choices Based on Signaling Theory

老字号品牌作为我国具有代表性的传统品牌,在市场中一直保持着其独特的形象。随着时间的推移,老字号在经营实践中积累了悠久的历史,并以其高度的信誉和优质的产品著称。这也是品牌向市场和消费者传递的最主要的信号,这些信号就是老字号品牌其自身的特征,也是老字号能传承多年的关键因素。消费者通过信号理论会产生了一系列的心理从而促进了他们的消费选择。

As a representative traditional brand in China,the time-honored brand has maintained its unique image in the market.In the long-term development process,the time-honored brand has formed a long history,high reputation,good quality and other characteristics in business and practice.This is also the most important signal that the brand sends to the market and consumers,which is the characteristics of the time-honored brand itself and the key factor for the time-honored brand to be passed down for many years.Consumers generate a series of psychology through signal theory to promote their consumption choices.