| 消费者品牌转换驱动因素研究:基于绿色营销视角 |
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| 引用本文： | 井绍平,陶宇红,田泽永. 消费者品牌转换驱动因素研究:基于绿色营销视角[J]. 商业经济与管理, 2008, 198(4): 50-54 |
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| 作者姓名： | 井绍平 陶宇红 田泽永 |
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| 作者单位： | 江苏技术师范学院,经济管理学院,江苏,常州,213001 |
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| 基金项目： | 教育部高校人文社科项目 , 江苏省教育厅省属高校哲社资助项目 |
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| 摘 要： | 消费者在品牌偏好上由普通产品转向绿色产品的品牌转换行为日趋明显和频繁.在消费者品牌选择中影响较大的驱动因素有基本因素、强化因素和深化因素三种类型.绿色营销的影响表现为:修正品牌转换驱动因素的强度;优化品牌转换驱动因素的内容;强化品牌转换驱动因素的影响力度.绿色营销的作用过程为:可利用驱动因素,建立和完善绿色消费意识,修正消费者品牌决策标准,培养消费者品牌忠诚度.
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| 关 键 词： | 绿色营销 品牌转换 驱动因素 消费者品牌选择 品牌转换 驱动因素 因素研究 绿色营销 视角 Consumer Factors Driving Research Switching Brand View Marketing Green 品牌忠诚度 培养 决策标准 消费意识 完善 |
| 文章编号： | 1000-2154(2008)04-0050-05 |
| 修稿时间： | 2008-01-14 |
Research on Driving Factors of Consumer's Brand Switching:Based on a Green Marketing View |
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| JING Shao-ping,TAO Yu-hong,TIAN Ze-yong. Research on Driving Factors of Consumer's Brand Switching:Based on a Green Marketing View[J]. Business Economics and Administration, 2008, 198(4): 50-54 |
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| Authors: | JING Shao-ping TAO Yu-hong TIAN Ze-yong |
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| Affiliation: | JING Shao-ping,TAO Yu-hong,TIAN Ze-yong(Economy , Management School,Jiangsu Teachers Uviversity of Technology,Changzhou 213001,China) |
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| Abstract: | The consumer's brand preferences switching from ordinary products to green products become more and more evident and frequent.There are three driving factors influencing the consumer's brand choices,such as basic factors,strengthening factors and deepening factors.The performance of green marketing is:modifying the intensity of driving factors for brand switching,optimizing the content of brand switching,and strengthening the effects of brand switching.The performing process of green marketing includes:esta... |
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| Keywords: | green marketing brand switching driving factors |
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