Based On The Customer Perspective Btob Brand Growth Influencing Factors And Mechanism Of Action

High-tech BtoB market competition is becoming increasingly fierce, brand as a platform for growth and sustainable development has become an important strategy for high-tech BtoB business. The high-tech transnational corporations in Chinese BtoB market performance shows that the superiority of their product's quality , skills, ancillary services and global reputation gives concentrated expression to the fact that the increasing growth of customer brand impact drives the enterprise market share of the high-end market grow in high speed. Our high-tech BtoB enterprises are facing serious competitive pressures. Therefore, it is necessary to have a research on the growth mechanisms of high-tech BtoB brand and its success factors.In the past, BtoB market usually used the relations management as its marketing paradigm, with competition globalization and accelerating pace of technological updating, this model is increasingly difficult to meet the high-tech BtoB market competition. Bringing the brand research into BtoB field gradually become the focus of attention in theorists. On the theoretical study of the growth of BtoB brands, the majority of the existing literature always makes the local study from brand asset perspective on the related factors that impact BtoB brand growth, and a small number of studies has a systematic research on the impact which made to the brand assets and the customer behavior threads by many factors, including product and service, based on perceive quality. And brand-driven growth factors, moderating factors and their impact mechanisms have not been systematically studied, particularly the lack of high-tech BtoB growth theory and empirical research.Based on previous study and interviews, this study tries to build a high-tech BtoB brand growth mechanism on the basis of customer perspective by the methods of the combination of normative analysis and empirical analysis. Through theoretical and empirical analysis, it tests every kind of factors impacts brand growth and their mechanism, and poses the three-component brand trust model to measure the state of brand growth.