随着市场经济的不断发展 ,商品的销售已由卖方市场转入买方市场。消费者的消费方向和消费层次等方面也在发生着巨大变化。商家因此在不断的寻找促销方式和渠道 ,去迎合消费者。但是要消费者对于某个品牌、某个商店或某家公司 ,形成品牌忠诚的确是一件难事。不仅需要从商品的质量、包装和性能等方面去研究 ,同时也要从提高企业形象、企业文化和消费者本身特性去入手。消费者由于个人因素而对商品的独特态度 ,它是消费者选择商品的首要因素。研究消费者本身特性对于研究品牌忠诚的形成能够起到事半功倍的作用 With the continuous development of the market economy, sales of goods have been transferred from the seller’s market to the buyer’s market. Consumer spending direction and level of consumption is also undergoing tremendous changes. Therefore, businesses are constantly looking for ways to promote and channels to cater to consumers. But for consumers to create brand loyalty for a brand, store, or company is a real challenge. Not only from the quality of goods, packaging and performance, etc. to study, but also from improving corporate image, corporate culture and the characteristics of consumers to start. Consumers because of personal factors on the unique attitude of the goods, it is the consumer choice of goods, the primary factor. Researching the characteristics of consumers can play a multiplier role in studying the formation of brand loyalty