| With the rise of China and the rapid development of China’s economy, China’s GDP and Inhabitant’s income also has a qualitative ascension. And income ascension brings consumption ability, consumption idea and consumption structure qualitatively change. China has a wine culture history of several thousand years, and the development liquor is of long standing. Because alcohol commodity is very different from general drinks commodities, so people’s concept of wine consumption is also different from general merchandise. The cognitive of wine brand, affect factor of buying decision and purchasing process also presents wine industry’s unique characteristics. Today as the blending of china’s traditional culture and modern culture, people have changed their view and purchasing behavior of wine gradually. That lead to the glories of some alcohol brand for a long time, while others just for a short time. Gradually as people’s material culture and consumer spending increases, the drinks industry, especially liquor market competition has heated up. Many of the industry’s brand are under long-term tug of war, yet lot of domestic brand lack reasonable brand construction strategy, means of brand competition and their market strategies are relatively obscure. Therefore, to many of china’s alcohol enterprises, make clear conception of brand as well as the internal factor that affecting customer’s behavior appear increasingly important.we know that liquor is a kind of dink, but it is relative to the general drinks in its high price and its unique craft as well as most of its drinker are men. Many times, liquor is as a kind of social interaction and gift giving indispensable goods, which make the brand strategy formulation very different from ordinary merchandise’s brands. Considering the status of china’s liquor industry, this paper is aimed at the present situation in china, especially in the many liquor enterprise’s brand construction, brand maintenance, accurate grasp of the inner mechanism of brand image, the accurate grasp of the consumer psychological motivation and buying behavior aspects, through the way of exploratory empirical study to investigate the constitute factor of brand image, the link of each factor and their influence on customer’s motives and behavior. The general idea of this paper is construct a model to explain the mechanism of the above questions, summary the conclusion of the investigation and provides some management suggestions, in order to explain the situation in liquor-making industry, and from the prospective of liquor enterprise management provides useful advice.After refer lots of previous study of brand image, consumer behavior, as well as the mechanism between them, we adopt the bell brand image model as the brand image measurement model base and chose the behavior and Hawkins p.m. Best-secconim theory as the theoretical basis of consumer behavior. In the bell brand image model, brand image can be summarized into three dimensions, namely the enterprise image, product or service image and consumer image. Bell think when measure a brand, we need consider the three level. Because bell model is feasible, it has been used by many research^Based on the bell brand image and behavior, we developed a model, namely the three dimension of bell brand image model. Then we use the three dimensions as an angle to study how they affect customer behavior. Moreover, considering that the different age income and social class may behave differently when buying alcohol merchandise, we add a background variables, and the purpose of this is explorer the different groups of brand image cognition.At present, overseas research work about the affection of liquor brand image on customer’s purchasing behavior is not so much, while domestic research work of liquor brand image affection on customer behavior still stays in the qualitative research. After reading extensively related works, this paper refer some of related research model, and its closely combined with the specific characteristics of liquor-making industry, and at last we developed a "alcohol brand image of the customers’purchasing behavior scale". This paper select the representative liquor brand "WuLiangYe"as the research object, and choose the young and middle aged people who has certain consumption ability as our investigation object. After carry on a questionnaire, we finally got a valid questionnaire of187, use which we did our exploratory research to study the brand image, including its different contribution to the brand image, the link between different dimension and the affection that different dimension on customer behavior.We use two ways of questionnaires, namely paper questionnaire and network questionnaire. Eventually we gains187valid questionnaire, using which we did a statistical analysis by using the statistical software SPSS15.0. In the statistical process we used descriptive statistics, reliability and validity analysis, factor analysis and correlation analysis and regression. After analysis the result, we found that most of the buyer of WuLiangYe are actually not the drinker, and many of them buy this brand of alcohol in order to social activities or as a gift for their relatives. Meanwhile we found many people know that WuLiangYe is a good liquor brand which has good quality, but when been asked whether buy it again, many people don’t appear the corresponding loyalty. After reliability, validity and regression analysis, we found that the analysis result displayed a high reliability and validity, and can verify our model assumption. Moreover the result of our research shows that the three dimension of bell brand image, namely company image, product or service image and users image, is suitable for measure brand image. Research also shows that among those three dimension, company image and product or service image has an obviously affect on consumer’s behavior, while the customer image showed a little affection. Then we still found that except for the dimension consumer image and company image, each of them has obviously connection. Factor analysis and regression analysis showed that in the liquor buying process, buyers always take the company image, product image, and customer image into consideration. This suggest that the compete factor of brand image not only in quality and price, but also quality, core, reputation and other relevant. This is a new trend that ask the liquor-making enterprise a fresh eyes looking at themselves as well as business strategy, brand planning and construction.The exploratory research results above are about brand image’s affection on consumer’s behavior. For the purpose of giving better suggestion that might help liquor-making enterprise, we referred lots of literature as well as relative research. We think that in order to better building brand image, culture is important aspect that the liquor-making company should pay attention to. That means they should have good quality as well as attractive culture. At the same time, pay close attention to competitor’s brand strategy, the quickly changing market, using every means to gain brand advantage are also needed for these companies. Finally we have to point out that although we succeeded in building the model, the investigation object are mainly the young. Since they have limited consumption ability, they may not have the correct conception of liquor industry, thus made our research not accurate. So, this empirical research is just exploratory analysis, and it is mot suitable for general situation. |
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