Study On The Formation Mechanism Of Brand Tea Consumers’ Behavior Loyalty

Tea industry is one of the most important industries of our country’ s agriculture.The area of its tea garden area and the production quantity lists the first all over the world.But the main problem of the current domestic market is over supply,the market demand for effective growth is very slow.In the homogeneous product competitors,according to Porter’ s five forces model,tea can be alternative products such as coffee,pure water,fruit juice beverages and other products are dividing the tea market share by huge challenges.This paper analyzes the production and marketing situation,the producer,the seller and the sales channel.Focus on the macro and micro environment,the article analysis two aspects of the tea business constraints and problems faced by marketing.Series problems exist in the macro policy level,such as gift tea consumption has been greatly restricted and the growing pressure of the tea business.Tea enterprises under the above opportunities and challenges have to break through and carry out the policy of depth of market penetration,to improve the market share of tea products.By the impact of various factors,the phenomenon of the loss of customers in tea brand shop,with less loyalty of sticky consumer groups,lead to a gradual reduction in the sales of tea enterprises.The financial costs,advertising costs,production costs,operating costs continue to grow and the profit margins are in the continuous compression.Due to the process of marketing in the tea and tea is the product that can be repeated,this thesis believes that the industry’ s marketing focus on cultivating consumer behavior loyalty and obtain a stable and sustained sales income by improving consumer sentiment and spending habits.The characteristics of tea products are different from other commodities and tea products are similar to tobacco and wine.As long as consumers develop characteristics of addiction,enterprises have important significant competitiveness.From the perspective of the enterprise,in addition to online sales,brand tea enterprise marketing is carried out through the form of chain stores.These chain stores layout in the consumer’s life radius,for the cultivation of consumer product behavior loyalty,have important space advantages.So this study mainly focused on the consumer experience and the process of brand tea chain stores,trying to find what is the important factor affecting the cultivation of behavior loyalty.The main research contents are from the following nine aspects:In the first chapter,the background,significance,contents,met hods and research innovations of this paper are introduced.In the second chapter,we introduce the marketing theory and the relationship between the theory and the present paper.The second part is the latest research progress of consumer behavior loyalty,conversion costs,satisfaction,corporate image,tea consumption characteristics,etc.,and a review of the literature.The third chapter:we introduce the current situation and existing problems of tea market.Through the analysis of the characteristics of the current tea market,the characteristics of the producer,the characteristics of the marketing channel,the characteristics of the tea enterprises,the existing problems of the current marketing model are put forward.In this paper,we should improve the customer’ s behavior loyalty and enhance the customer’ s stickiness,so as to improve the enterprise’ s sales performance and market share.The fourth chapter is about the theoretical model:this chapter mainly based on the domestic and foreign literature research,put forward the initial construction of the theoretical model,research framework and preliminary propose tea consumer behavior loyalty formation mechanism in the process of research hypothesis.In the fifth chapter,we introduce the investigation of the measurement index.The research content of this part is to investigate the rationality of the various observation indexes in the process of the formation mechanism of behavior loyalty.Through statistical test,deleting the unreasonable,significantly less items,the article retain the objective and real observation.In the sixth chapter,we introduce the formation of the tea consumer behavior loyalty.This part uses the structural equation model to analyze the factors of consumer behavior loyalty.This study has specially introduced the behavior loyalty model.The seventh chapter,we introduce the mediating effect of tea consumer behavior loyalty.This part studies the intermediary effect of the formation of tea consumer behavior loyalty.The method of research is using Bootstrap to solve the confidence interval for the existence of mediation effect.In the model,the mediating effect of the three paths is under test:the brand image and the behavior loyalty,the service quality and behavior loyalty,the conversion between the cost and behavior loyalty.On the other hand,we introduce moderation effect of tea brand consumer behavior loyalty.In the case of different groups,there is a significant difference in the coefficient of behavior loyalty.Personal characteristics of consumers include:the use of tea,drinking tea time,gender,age,income,education level,whether to accept micro marketing,020 marketing,etc.The eighth chapter is the main conclusions of this study.Through the research,the article finds that the influence of the five dimensions of service quality is different.From the standard coefficient of view,the indemnity of service quality is the greatest impact of the four factors.Service quality,brand image,customer satisfaction were significant on the behavior loyalty.In the mediation effect,service quality to behavior loyalty is a partial mediation effect,while the conversion cost,corporate image for the intermediary role of behavior loyalty does not exist.In the moderation effect,purposes of consumers buying tea,drinking tea time,participation in micro marketing,participation in the 020 marketing have a significant difference in service quality between behavior loyalty.Other characteristics,such as gender,age,income,education level are not obvious in the statistics.Finally,according to the conclusions of the study,the article gives some policy recommendations.