XX柿饼在全国乃至世界具有一定知名度且对区域经济具有极强带动作用,本文基于消费者购买行为影响因素对XX柿饼的品牌营销策略进行研究,为完善XX柿饼的品牌营销提出建议。通过消费者调研问卷,结合XX品牌发展现状,从消费者购买决策、感知价值和购买意愿三个维度进行分析并得到主要结论:消费者了解XX柿饼的途径多样、消费者主要关注味道与口感、在品牌传播与策略上仍有提升空间。基于此提出如下建议,一是多渠道宣传,增强品牌价值,二是提升柿饼品质,提升用户感知,三是提升产品多样性,提高品牌传播力。XX persimmon cakes are well-known nationwide and even globally, and they have a strong driving effect on the regional economy. This article studies the brand marketing strategy of XX persimmon cakes based on factors influencing consumer purchasing behavior, and offers suggestions to improve the brand marketing of XX persimmon cakes. Through consumer research questionnaires and in light of the current development status of the XX brand, the analysis is conducted from three dimensions: consumer purchasing decisions, perceived value, and purchase intention, leading to the main conclusions that consumers have various ways to learn about XX persimmon cakes, mainly focus on taste and texture, and there is still room for improvement in brand communication and strategy. Based on these findings, the following suggestions are proposed: first, multi-channel publicity to enhance brand value;second, improve the quality of persimmon cakes to enhance user perception;third, increase product diversity to enhance brand communication power.
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