乐事薯片品牌忠诚度影响因素分析

随着休闲食品产业的多元化发展，薯片品牌的竞争局面也愈发激烈，伴随着替代品种类数量的增加，消费者健康观念的提升，乐事薯片想要维持或者扩大现有的市场占有率和收益，将要更加注重与消费者之间的联系。通过提高消费者的品牌忠诚度，促使消费者不断地进行回购，才能使企业在现有的不容乐观的局面中获得更长足的发展。因此乐事薯片怎样维持现有的高忠诚度消费者、培养更多的忠诚消费者将成为重中之重。论文主要分为六个部分。第一部分阐明论文的缘起、研究目的和意义、笼统的介绍研究方法及内容框架；第二部分阐述了国内外的研究现状以及相关理念，也为论文的展开打下理论基础；第三部分较为详细地介绍了论文的研究方法和作用；第四部分分析了乐事薯片的现状，为之后提出建议做铺垫；第五部分是对数据的具体分析及研究结果；第六部分为论文研究结果进行了最后的总结。经调查研究得知：消费者更倾向线下销售，喜爱袋装乐事薯片，性别和收入对忠诚度没有影响，消费者自身因素对忠诚度的影响最为显著，其他各类因素虽有影响但程度较弱。根据结果建议企业运用营销策略改变消费者，间接地提高品牌忠诚度。

关键词： 品牌忠诚度；影响因素；品牌忠诚度测量；快消品

Analysis on Influencing Factors of Brand Loyalty in Lay’s potato chips

Abstract：With the diversified development of the snack food industry, the competition situation of potato chips is becoming more and more intense. With the increase of the number of substitutes, the concept of consumers' health is improved, and the potato chips want to maintain or expand the existing market share Rate and income, will pay more attention to the link between consumers. By improving the brand loyalty of consumers, prompting consumers to continue to repurchase, in order to enable enterprises in the existing situation is not optimistic to get more rapid development. So how to maintain the existing high tribute to consumers, to cultivate more loyal consumers will become the top priority.The paper is divided into six parts. The second part elaborates the research status quo and related concepts at home and abroad, and also lays the theoretical foundation for the development of the thesis. The third part elaborates the research method and the content frame in the first part, this paper introduces the research methods and functions of the paper. The fourth part analyzes the present situation of the potato chips and paves the way for the future. The fifth part is the concrete analysis and the research results. The sixth part is the final conclusion of the paper.According to the survey, consumers are more likely to sell under the line, and they have no effect on loyalty. The influence of consumers on their loyalty is the most significant, and the other factors are influential. To a lesser extent. According to the results suggest that companies use marketing strategies to change the consumer, indirectly improve brand loyalty.

Key words：Brand loyalty；Influencing factors；Brand loyalty measurement；Fast Moving Consumer Goods

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