随着市场经济的发展,商品销售已由卖方市场转向买方市场。消费者的消费方式和消费层次都发生了巨大变化。商家因此在不断寻找形式各异的促销方式和渠道去迎合消费者的需求。但是要消费者对于某个品牌、某个商店或某家公司,形成品牌忠诚的确是件难事。不仅需要从商品质量、包装和性能等方面去研究,同时也要从提高企业形象,企业文化和消费者本身特性去入手。由于消费者是个人因素,研究消费者本身特性对于研究品牌忠诚的形成能够起到事半功倍作用。 With the development of market economy, the sale of goods has shifted from the seller’s market to the buyer’s market. Consumer spending patterns and consumption have undergone tremendous changes. Therefore, businesses are constantly looking for different forms of promotions and channels to meet the needs of consumers. But it’s hard for consumers to brand loyalty to a brand, store, or company. Not only need to study from the aspects of product quality, packaging and performance, but also start from improving the corporate image, corporate culture and the characteristics of consumers themselves. Because consumers are personal factors, researching the characteristics of consumers can play a multiplier role in studying the formation of brand loyalty.