The Research On The Chinese Fast Food Brand Equity Model Construction Based On Customer

The Chinese market is gradually entering the era of competition from products to integrated brand;the value and the role of the brand attract the extensive attention of enterprises and scholars.Since the brand equity was introduced into marketing domain from the 1980s,the brand equity has obtained the through study and application as one kind of new marketing theory in the academic circle and the enterprise circle.How to build and manage brand equity become the important issues before the managers.The model of brand equity is the main way to measure the brand equity,and the model of customer-based brand equity reveals the source of the brand equity,it is also the main developing direction in the study of brand equity domain. The paper will choose the customer angle to study the brand equity and make a model of customer-based Chinese Fast Food brand equity,providing reference for enterprise to build the brand equity.This article draws on the domestic and international research about consumerbased brand equity,combing and analyzing the dimensions of the brand equity,then constructs a model of customer-based Chinese Fast Food brand equity,which is scientific, operational and can be promoted to use.Main elements:(1) introduces the theory about the brand,the brand equity and the Chinese Fast Food brand equity,discusses the past research on the model of consumer-based brand equity,noted the necessary to build a level model of brand equity and make empirical study;(2)summarizes the research results on the dimensions of brand equity of domestic and foreign scholars, select the brand awareness,brand image,perceived quality,brand loyalty for the constituent elements of Chinese fast food brand equity;At the same time learns from the Keller model levels and divides the formation of brand equity into three stages: consumer awareness,consumer evaluation and consumer sentiment,builds a concept model of consumer-based Chinese Fast Food brand equity;(3) tests and amends the model by empirical data analysis,and works out a Chinese Fast Food brand equity model,which has a clear level relationship,then analyses the results of the research. Brand equity model in this article not only adds the research on the relationship between the dimensions,but also points out that the four dimensions of brand equity make different impact on the brand equity.The findings expand the research vision on brand equity of the research vision,and also direct the Chinese Fast Food enterprises to establish and measure brand equity,create a strong brand.