摘要消费者的购买行为与品牌忠诚度有一定的关系，能够影响到企业品牌忠诚度的进一步发展。当前，在复杂的购买行为模型下，消费者对服装市场中品牌的忠诚度实际上是由态度驱动的消费行为。而在态度驱动下的品牌忠诚实质上是一种消费者的心理现象。故而本文对消费者购买行为对企业忠诚度的关系进行探究，且以雅莹为例进行探究，使文章更加充实。文章重点在三大方面，其一，对消费者行为和品牌忠诚度的基本理论进行探究，包括消费者行为和品牌忠诚度的定义、消费者行为下的品牌忠诚度以及消费者行为影响品牌忠诚度研究分析；其二，对雅莹品牌忠诚度管理现状进行分析，指出雅莹品牌忠诚度的建立、雅莹品牌消费者的行为及忠诚度现状以及雅莹对消费者行为和忠诚度的管理；其三，提出促进消费者行为和忠诚度的营销策划，包括研究方法、体验营销对消费者行为及品牌忠诚度的影响、雅莹体验式营销策划。最后进行总结。关键词：品牌忠诚度；雅莹；消费者行为ABSTRACTConsumers'buyingbehaviorhasacertainrelationshipwithbrandloyalty,whichcanaffectthefurtherdevelopmentofcorporatebrandloyalty.Currently,underthecomplexpurchasingbehaviormodel,consumers'loyaltytobrandsintheclothingmarketisactuallyattitude-drivenconsumptionbehavior.Brand-drivenloyaltydrivenbyattitudeisessentiallyapsychologicalphenomenonofconsumers.Therefore,thispaperexplorestherelationshipbetweenconsumerpurchasebehaviorandcorporateloyalty,andusesYayingasanexampletoexploreandmakethearticlemoresubstantial.Thearticlefocusesonthreeaspects.First,itexploresthebasictheoriesofconsumerbehaviorandbrandloyalty,includingthedefinitionofconsumerbehaviorandbrandloyalty,brandloyaltyunderconsumerbehavior,andconsumerbehavioraffectingbrandloyalty.Second,theanalysisofthestatusquoofYayingbrandloyaltymanagement,pointingouttheestablishmentofYayingbrandloyalty,thebehaviorandloyaltystatusofYayingbrandconsumersandthemanagementofconsumerbehaviorandloyaltybyYaying;Proposemarketingplanningtopromoteconsumerbehaviorandloyalty,includingresearchmethods,theimpactofexperiencemarketingonconsumerbehaviorandbrandloyalty,andYayingexperientialmarketingplanning.Finally,asummaryismade.Keywords:EP;Experiencemarketing；Consumerbehavior目录一、引言.......................................................2二、消费者行为和品牌忠诚度的基本理论...........................2（一）消费者行为和品牌忠诚度的定义..........................2（二）消费者行为下的品牌忠诚度..............................3（三）消费者行为影响品牌忠诚度研究分析......................4三、雅莹品牌忠诚度管理现状.....................................4（一）雅莹品牌忠诚度的建立..................................4（二）雅莹品牌消费者的行为及忠诚度现状......................6（三）雅莹对消费者行为和忠诚度的管理........................6（四）品牌忠诚度管理存在问题及分析..........................7四、促进消费者行为和忠诚度营销策划.............................8（一）研究方法..............................................8（二）体验营销对消费者行为及品牌忠诚度的影响................8（三）雅莹体验式营销策划....................................9（四）结论和展望...........................................13五、结语......................................................14参考文献......................................................16致谢..........................................................17附录........................................................18一、引言消费者的购买行为与品牌忠诚度息息相关，或直接或间接的影响到品牌忠诚度的建立与发展。到目前为止，在复杂的购买行为模型下，消费者对服装市场中...
