基于手段–目的链的陕西苹果品牌消费认知结构研究

Research on the Consumption Cognition Structure of Shaanxi Apple Brands Based on the Means-End Chain

摘要: 文章采用了手段–目的链理论对陕西苹果品牌消费认知结构进行研究，利用200位陕西苹果品牌消费者的调查问卷，从产品属性到结果利益，再到最终价值，对数据进行归类整理，制作关联矩阵表和价值层级图，最后提出研究结论及政策建议，研究结果对陕西苹果品牌的市场定位提供了理论指导。

Abstract: This article studies the consumption cognition structure of Shaanxi apple brands using the means-end chain theory by using survey data from 200 consumers of Shaanxi apple brands. And categorizes and organizes the data from the perspectives of product attributes, outcome benefits, and, finally, ultimate values. An association matrix and a value hierarchy chart were created. The article concludes with research findings and policy recommendations, providing theoretical guidance for the market branding positioning of Shaanxi apple brands.