A Research On Influencing Of Marketing Strategy And Brand Equity

In the late1980s, in the company's merger wave,Strong brand to several times oreven hundreds of times its tangible price is acquired. The well-known brands in themarket showed a powerful economic value. Therefore, scholars has put forward theproblem of how to create, to assess the brand value, the brand has officially enteredthe stage of brand equity. The establishment for brand equity model, is advantageousto the enterprise comprehensive coordination, reasonable allocation of marketingresource, targeted investment and improve the brand equity, so that it can enableenterprises to achieve a multiplier effect in the operation of the market.In the paper, from the definition of brand equity, it is sort out and analyzed to thebrand equity of the three perspectives in domestic and international. It is from adifferent research perspective, so brand equity structure and measure methods are alsodifferent.Based on a business point of view, enhance the brand equity of the mostimportant is the company's marketing strategy.On the basis of the theoretical summary, the paper has chosen the brand equity inthe consumer's point of view.By to analyze TBEA's brand and marketing strategy thepaper build its own brand equity model, designed questionnaire to the companymarketing strategy and collected relevant data, on the bases of which, is made thedescriptive statistical analysis, reliability analysis, regression analysis, get theempirical conclusion.Finally, it described the limitations of this study and further research isprospected.