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摘要：首先，伴随改革开放的不断深化和我国市场经济体制的逐步建立，人民的生活水平有了显著地提高，消费需求也逐步由数量型向质量型转变。其次，科技与信息技术的不断发展，产品的同质化趋势不断加强,虽然产品相同，但其内在质量品质却五花八门。但紧随其后的便是人们的品牌意识逐渐增强，注重品牌消费日益成为广大消费者的追求。众所周知，品牌的地位一旦在消费者心中确立，它便是独立的，持久的，而且难以被取代的。在当今社会，品牌已经不仅仅是个标记，它所赋予消费者的价值既有质量安全保障，又有地位象征意义和自我个性的彰显。在21世纪飞速发展的今天，食品业品牌已成为吸引顾客，赢得顾客忠诚的重要因素之一，事关企业的生存与长期发展。食品业品牌效应影响之大，辐射之广更是显而易见。通过在不同层次消费群发放纸质调查问卷和网络问卷，发现了食品是否具有令人信服的品牌在很大程度上影响了食品的市场占有率和群众消费率。良好的食品品牌更容易夺人眼球，赢得信赖。由此得出，食品企业应该大力提高质量，优化产品，扩大品牌效应。首先，我们明确品牌效应是指品牌在产品的使用上，为品牌的使用者所带来的效益和影响，是品牌使用的作用。21373
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毕业论文关键词： 食品;品牌效应;消费行为
The effect of food industry brand effect on consumers
abstract: First of all, with the deepening of reform and opening up and China's market economic system gradually established, people's living standards have markedly improved, consumer demand also gradually from the quantitative to product quality. In addition, the continuous development of science and technology and information technology, the product homogeneity trend of continuously strengthen, while products are the same, but its intrinsic quality is multifarious. But followed people gradually increase brand awareness, pay attention to brand consumption has increasingly become the pursuit of the broad masses of customers. It is well known that once in the consumers' mind to establish brand status, it is independent, persistent, and difficult to be replaced. In today's society, the brand is not just a tag, which give consumers the value of both the quality and safety guarantee, and there was a status symbol meaning and show self personality. Today, the rapid development in the 21st century, the food industry, brand has become to attract customers, to win customer loyalty, one of the important factors about enterprise's survival and long-term development. The food industry brand effect, wide radiation is more obvious. Through the issuance of paper questionnaire and Internet questionnaire at the different levels of consumer groups, found the food is convincing brand largely affect the food market share and mass consumption rate. Good food brand more eye-catching, win the trust. Thus, food enterprises should vigorously improve the quality, optimize the product, expand the brand effect. First, we define the brand effect refers to the brand in the use of products, benefits and impacts for the brand is the brand used by user.
key words: the food; brand effect; consumer behavior
目录
一、当今社会食品业发展现状 4
二、品牌的内涵与功能 6
（一）品牌定义 6
（二）品牌属性 7
（三）品牌功能 7
三、食品业品牌营销策略及其品牌效应 7
（一）品牌营销案例及其优势 7
（二）品牌效应对消费者的影响 8
四、影响消费者对食品品牌选择的因素 14
（一）商品本身的因素 14
（二）消费者自身的因素 15