Based On The Consumer Perspective Of The Dairy Enterprise Brand Management Research

Brand equity is the last 20 years of marketing research in the field of most concern to one of the hot issues, based on the consumer point of view of brand equity build-dimensional model reveals the true corporate brand equity sources, is the brand equity of the main areas of research Development direction. Dairy industry in recent years as the rapid development of new industries one of the social justice that "Chaoyang" industry. The dairy enterprises from now to the future for a considerable period of time will be faced with fierce market competition, and the brand will be competitive in the most effective weapon. Therefore, based on the consumer perspective on the dairy enterprise brand management is important to study the theory and application.Based on the integration of domestic and foreign scholars in related fields on the basis of research results, the introduction of a mechanism model of brand equity, brand relations theory and consumer behavior, such as an in-depth analysis, based on the consumer point of view of the dairy enterprise brand assets Construction-dimensional model, pointing out that the dairy enterprise brand assets mainly by the brand awareness, brand Lenovo, subjective quality, perceived value and loyalty constitute, and each element of the process of forming a brief analysis of. Immediately after this paper, the use of empirical research on ways to build dimensional model of the measurement test, through qualitative and quantitative research has made a lot of data, after careful analysis of the relevant verified the validity of the model. At the same time, analysis of variance, compared with Mengniu new hope in building brand equity and its various dimensions on the performance and found that the new brand in the hope that the brand awareness, brand Lenovo, on the perceived value and loyalty are behind the Mengniu, and then As a breakthrough point and entry points, will be new hope as a case study, made clear through the brand management strategy and market positioning, integrated communication strategy for enhancing consumer brand awareness, create differentiated brand image, strengthen consumer brand Lenovo, to create family Brand, and strengthen consumer perceived value and enhance consumer brand attitude, brand loyalty, and other means to cultivate and improve the overall improvement of the dairy industry hopes the new brand management, enhance its brand equity strategy.