The Mechanism Research Of Brand Value Transfer In "Producers-Retailers-Customer"Chain:Taking The Electrical Industry For Example

With the rapid development of modern science and technology, and deepening reform of China’s economic system, the information dissemination media has rich and colorful constantly, market competition becomes increasingly fierce, market products and services tend to homogeneity constantly, which leading to brand value more and more importance in such as investment and finance activities and enterprise strategic management, and other activities. And brand value becomes an important component of enterprises core competitiveness. In addition, the development of market economy and the enhancement of people’s cultural level in China, which promoting the terminal consumer choices and the demands personality diversification for the most part. Brand is an enterprise’s important intangible assets from financial perspective, is the enterprise development potential in the performance and the decisive factor of long-term competitiveness. How to realize the enterprise brand value maximization in modern enterprise is one of the important topics.Molding good brand image and creating more brand value is one of the key management activities in modern enterprise. Brand value contact enterprise and target consumers together, create value and profits for enterprises form the choice of consumers; Saving cost and reducing risk of purchase for Brand high value to customers. With the brand value as the goal, providing satisfactory products and services for consumers based on terminal consumer’s demand, and through a series of strategic planning and specific knowledge about the influence factor of brand value transfer, is the core of the research in this paper. Based on brand value concept, its components and influence factors were not a unified view so far. So, in the second chapter, the generation definition、concept structure and the influence factors of brand value were summary form domestic and foreign scholars related research. Based on the summary, filter out influence dimension of "manufacturers-retailers-customers" brand value transfer chain. In the third chapter, according to relevant influence dimension, the theory model of "manufacturer-retailers-the customer" brand value transfer chain will be constructed, and puts forward some corresponding theoretical assumptions. The fourth and fifth chapter, according to related theory assumes developing related scale and data analysis provide conclusions finally.