Research On Factors Affecting Brand Quality Of Women's Shoes

As China's reform and opening up and economic development, women's social status and income rise. Women have become the main force in the consumer market. With dress coordination degree increase, shoes become more and more important to women. Female consumer awareness greatly enhanced along with the products consumer turning to branded consumer and the functional requirements turning to spiritual needs. Thus women's shoes enterprises compete not only with price, product quality, services function but also with brand quality which has become an important factor in enterprise developing.I have read many literatures. On the basis of that, I interview with business executives of women's shoes and quality management experts to determine the factors affecting the brand quality of women's shoes. After introducing research on brand quality and pertinent concepts, I bring forward several assumptions. Through collecting data and then using statistical analysis software and methods to process data, for example:using the combination of variance analysis and AHP, I get the significant share of every influencing factor. And the research on 21 brands proves the conclusions of this paper and makes conclusions true, correct and targeted. At last, I analyse the impacts of the factors, which is a very good guide of brand strategy.The Implementation of Brand Strategy will take a long process of research and practice. Ultimate goal of this paper is to help companies get inspired from the results of this research and solve some practical problems.