老品牌产品创新对消费者购买意愿的影响研究

摘要

消费者之所以选择某类产品是因为此类产品能够满足消费者的消费需求以及达到其心理预期甚至超过其心理预期,老品牌产品创新正是为了解决这方面的问题,因此老品牌产品的创新并不是盲目创新而是基于消费者对产品要求以及接受程度的创新,如产品外观要求、产品品质要求、产品功能要求等。基于此,本文主要针对老品牌产品创新的三个维度（功能创新、外观创新、象征创新）对消费者的老品牌产品感知价值的影响,进而找出老品牌产品创新与消费者购买意愿之间的关系,对此进行实证分析。为我国老品牌产品企业把握产品创新维度、创新营销手段提供指导,对我国老品牌产品企业产品创新提供有益的建议。同时丰富我国老品牌产品创新与消费者购买意愿关系研究的理论知识。%The reason why a consumer buys some kind of product is that the product can fulfill his or her need by consuming,in addition to achieving consumer＇s psychological expectation.In terms of old brands of a long history,product innovation can be used to undertake this problem.Therefore,these so called old brand is not blind on product innovation,but with innovation,they are on the basis of consumers＇ requirements to product and acceptance degree.For example,requirements to appearance,quality,function and so on.Based on that,this article is primarily aimed at how three dimensions（function,appearance,symbol） of old brand product innovation effect consumers＇ perceived value,we try to find out revelance between old brand product innovation and consumers purchase decision making.It is an empirical analysis.Through it we can provide some guides for enterprises with old brand product which can grasp the dimensions of product innovation and innovative marketing tools in our country,and some useful advices about product innovation,which enrich the theory knowledge about the relationship between product innovation of Chinese old brands and consumers＇ purchase decision.