A Study Of The Factor Structure About The Beer Brand Imagine

With the development of the market economy, the competition amongenterprises is become more intense, more and more enterprises recognize the goodbrand image become the source of enterprises competitiveness. The domestic beerindustry’s competition not only show in the domestic beer enterprises competition,but, more and more foreign beer companies spotted the huge potential of China’sbeer market, pouring into the Chinese market to join the fray. To enhance the brandimage of beer, we must recognize all factors that constitute the beer brand image.However, domestic and international research on the brand image mainly limited toabstract study, or only about the relationship among brand image and brandpositioning, brand equity, the system research on the factor constitute the brandimage is seldom. Based on this, we research the factors that influence the beer brand. Firstly this paper study the theory of brand, that include review the definition ofbrand, brand positioning, brand image and brand equity, and then analyze therelationship among brand positioning, brand image and brand equity.Secondly, identified the factors that affect the beer brand image based on thetheoretical analysis, and establish the structural equation model. And then useAMOS7.0software to regression analysis the model verify the three assumptionspresented in this paper, and according to the fitting tips, modified the model to makethe model more complete.Lastly, compare the domestic and foreign beer brand imagine based on theperspective of consumer, then find the gap between domestic and foreign. And lastput forward the improving suggestions according to the gap in all variables, to hopeto have draw lessons to promote the domestic beer brand imagine.