The Research Of Nn Department Store Brand Image Influence Factors And Its Promotion Strategy

In the past ten years, with the deepening of the market economy, the retailing industry of our country has developed rapidly. Many trades, such as, convenience store, supermarket and internet store, have exerted a positive impact on people’s lifestyle. In the meanwhile, it is facing new developing opportunity. In contrast, the traditional department store faces great challenges. In modern society, with higher concentration on brand, the department store brand image will have a major impact on customer purchasing behavior. For this reason, the study of brand image has great significance for the development of department store.With the brand image of NN Department Store, the paper summarizes some researching production, concerned with store image theory, as theory reference. After that, combining with current situation of NN Department Store, the author designs questionnaire and conducts research on its brand image. Then, based on the research data, some analysis is put on by using software of PASW Statistics to validate the effectiveness of the data.The findings of the research are as follows:Firstly, NN Department Store brand image is consisted of product and service quality, supporting facilities and convenience, by the study of its inner structure.Secondly, based on the analysis of demographic variable, different dimension of NN department store brand image will have different influence on different consumer groups.Finally, NN Department Store can improve its brand image by implementing scientific management, humanistic management and establishing effective mechanism.etc.Based on the research, the author puts forward promoting strategy for the NN Department Store combining with its actual.