摘 要
由于市場(chǎng)上白酒品牌的不斷繁殖，市場(chǎng)競(jìng)爭(zhēng)日趨激烈，為了爭(zhēng)奪有限的客戶(hù)資源和完成銷(xiāo)售目標(biāo)，一些常用的促銷(xiāo)工具被很多白酒企業(yè)當(dāng)作促進(jìn)銷(xiāo)售增長(zhǎng)最有效的法寶之一而頻頻采用。然而，這些促銷(xiāo)工具能對(duì)消費(fèi)者產(chǎn)生什么樣的刺激效果？企業(yè)如何采用促銷(xiāo)工具及其組合才能獲得更有效的促銷(xiāo)效果？一直是企業(yè)營(yíng)銷(xiāo)管理者必須思考的問(wèn)題?；趯?duì)鄭州中低端白酒市場(chǎng)的調(diào)查，本文從消費(fèi)者行為研究的角度入手，應(yīng)用結(jié)構(gòu)方程模型等統(tǒng)計(jì)工具分析了促銷(xiāo)工具及其組合對(duì)消費(fèi)者態(tài)度及購(gòu)買(mǎi)決策行為的影響，其結(jié)論可為企業(yè)營(yíng)銷(xiāo)決策提供參考。
論文首先回顧了相關(guān)的文獻(xiàn)資料，總結(jié)了國(guó)內(nèi)外學(xué)者在消費(fèi)者感知、促銷(xiāo)的作用機(jī)制等方面的相關(guān)研究成果。在此基礎(chǔ)上，通過(guò)對(duì)鄭州市白酒促銷(xiāo)媒介和銷(xiāo)售渠道的促銷(xiāo)信息進(jìn)行匯總分析，本文確定了鄭州市中低端白酒市場(chǎng)最常用的價(jià)格折讓、買(mǎi)一贈(zèng)一、購(gòu)物贈(zèng)禮及購(gòu)物抽獎(jiǎng)等四個(gè)促銷(xiāo)工具作為本文具體研究對(duì)象，深入分析了它們對(duì)消費(fèi)者態(tài)度及購(gòu)買(mǎi)行為的影響差異。
通過(guò)針對(duì)鄭州中低端白酒消費(fèi)者的問(wèn)卷調(diào)查，收集了189份調(diào)查問(wèn)卷，完成第一手調(diào)研數(shù)據(jù)的收集。應(yīng)用SPSS13.0統(tǒng)計(jì)軟件對(duì)第一手調(diào)研數(shù)據(jù)進(jìn)行信度和效度檢驗(yàn)、因子分析、方差分析。在此基礎(chǔ)上，應(yīng)用AMOS7.0統(tǒng)計(jì)軟件對(duì)數(shù)據(jù)進(jìn)行結(jié)構(gòu)方程模型分析，判定研究假設(shè)的真?zhèn)巍?br>論文得出以下研究結(jié)論：價(jià)格折讓最有效，負(fù)面影響最大，購(gòu)物抽獎(jiǎng)最無(wú)效，負(fù)面影響最??；購(gòu)物贈(zèng)禮的主要作用是引起消費(fèi)者增加購(gòu)買(mǎi)量、提前購(gòu)買(mǎi)時(shí)機(jī)；買(mǎi)一贈(zèng)一的主要作用是引起消費(fèi)者品牌轉(zhuǎn)換；價(jià)格折讓的主要作用是引起消費(fèi)者增加購(gòu)買(mǎi)量和品牌轉(zhuǎn)換；購(gòu)買(mǎi)抽獎(jiǎng)的主要作用是培養(yǎng)消費(fèi)者品牌忠誠(chéng)和增加購(gòu)買(mǎi)量。

關(guān)鍵詞：促銷(xiāo)；消費(fèi)者行為；白酒市場(chǎng)；結(jié)構(gòu)方程模型

Abstract
As liquor brand continue to multiply and market competition increasing, a number of promotion- tools are frequent used by many liquor companies to get limited customer resources and accomplish sales plans. However, what kinds of effect the promotion-tools stimulate consumers? How to use promotional tools and combinations to get a more effective marketing results by companies? All above these questions has been considering by the marketing manager. In order to provide reference information for marketing-manager make relevant decisions, this paper take low-end liquor market in Zhengzhou for example, starting from the perspective of consumer behavior, studying promotion-tools and their combinations effect on consumer attitudes and behavior of purchasing decisions.
This paper firstly reviews the relevant literature and summarizes the domestic and foreign scholars in consumer perception, the mechanism of promotion and other aspects of research results. After that, on this basis, choosing price discount, buy one get one free, shopping gift and sweepstake our promotional tools for research object, the paper analyses what different effects on consumer’ behavior and purchasing decision among four promoting-tools.
Taken a questionnaire survey of 189 liquor consumers in Zhengzhou, this paper carried out the reliability and validity of inspection, factor analysis and variance analysis for those first-hand investigation data by the statistical software SPSS13.0, furthermore, the structure equation model analysis is taken by the statistical software AMOS7.0 to judge the authenticity of hypotheses.
Companied by the application of structure equation model ,the paper draw the following conclusions: price discount is the most effective but the largest negative effect;; sweepstake is the least effective but the minimum negative effect; the main role of shopping gift is increase consumer purchases and advance buy- time; the main role of buy one get one free is guide consumers to switch brand; the main function of price discount is guide consumers to switch brand and increase purchases; the main function of sweepstake is foster consumers’ brand-loyalty and increase consumer purchases.

Keywords: promotion; consumer behavior; liquor market; structural equation model


目錄
摘 要 I
Abstract II
Contents VII
第1章 緒論 1
1.1 研究背景和意義 1
1.2 國(guó)內(nèi)外相關(guān)研究綜述 2
1.2.1 促銷(xiāo)的內(nèi)涵研究 2
1.2.2 促銷(xiāo)作用機(jī)制的相關(guān)研究 3
1.2.3 促銷(xiāo)背景的影響研究 6
1.2.4 國(guó)內(nèi)外研究評(píng)述 7
1.3研究目的與研究方法 7
1.3.1研究目的 7
1.3.2研究方法 8
1.4研究范圍與研究概念的界定 8
1.5主要內(nèi)容與創(chuàng)新 9
1.5.1 論文結(jié)構(gòu)與主要內(nèi)容 9
1.5.2論文的創(chuàng)新點(diǎn) 10
1.6本章小結(jié) 11
第2章 相關(guān)理論基礎(chǔ) 12
2.1 消費(fèi)者購(gòu)買(mǎi)決策模型的探討 12
2.1.1 消費(fèi)者購(gòu)買(mǎi)決策的影響因素 12
2.1.2消費(fèi)者購(gòu)買(mǎi)決策類(lèi)型 13
2.1.3消費(fèi)者購(gòu)買(mǎi)決策模式 14
2.2實(shí)證分析方法 17
2.2.1 因子分析法 17
2.2.2 方差分析法 18
2.3.3結(jié)構(gòu)方程模型 19
2.3本章小結(jié) 22
第3章 研究模型與假設(shè) 23
3.1研究?jī)?nèi)容 23
3.2理論模型 23
3.3促銷(xiāo)工具的選擇 23
3.4變量的定義和測(cè)度 24
3.4.1促銷(xiāo)吸引力 24
3.4.2購(gòu)買(mǎi)意愿 25
3.4.3再搜尋意愿 25
3.4.4購(gòu)買(mǎi)決策行為的測(cè)度 25
3.5變量間關(guān)系假設(shè) 26
3.5.1促銷(xiāo)工具與促銷(xiāo)吸引力 26
3.5.2促銷(xiāo)工具與購(gòu)買(mǎi)意愿 27
3.5.3促銷(xiāo)工具與再搜尋意愿 27
3.5.4促銷(xiāo)吸引力、購(gòu)買(mǎi)意愿與再搜尋意愿 27
3.5.5消費(fèi)者人格因素的影響 27
3.5.6消費(fèi)者態(tài)度與促銷(xiāo)工具 28
3.5.7 促銷(xiāo)工具與購(gòu)買(mǎi)決策行為 28
3.6本章小結(jié) 29
第4章 數(shù)據(jù)收集與初步分析 30
4.1研究數(shù)據(jù)的取得 30
4.2問(wèn)卷信效度分析 ..