Buying Promotional Impact On Corporate Brand Equity

In2008, the success of GROUPON model in the United States makes network grouppurchase widely awake in the countries all over the world.At present，it has graduallydeveloped into a new e-commerce model. Different from the traditional group purchase oroff-line group purchase model, network group purchase is that the internet as a mediaorganization gathers bulk purchase ability of consumer groups, negotiation on price withmanufacturers or distributors, so as to make great preferential price and high quality service,etc. From the perspective of business, the network group purchase is not only suitable for thenew product promotion, but also suitable for tail goods clearance; it is also one of the ways onbrand marketing in businesses. As a new way of sales promotion, enterprise how to developthe appropriate network group purchase promotion strategy, whether the network grouppurchase promotion will affect enterprise’s brand equity and how to influence effect is worththinking.Western scholars has researched on the network group purchase transaction mechanism,price discount, transaction number, the uncertainty of demand, used the normative analysismethod compared for network group purchase transactions and fixed price mechanism; putthe network group purchase as an enterprise promotion, researched the effect of the networkgroup purchase to the enterprise operation, the network group purchase price discount forcorporate earnings, the influence of the network group purchase strategies on enterprise gainsimpact, etc. The domestic scholars’ research mainly focuses on qualitative research of thenetwork group purchase strategy. Network group purchase promotion is one of the enterprisemarketing efforts, will impact the enterprise brand equity through the customer perceivedvalue. The research on brand equity in the field of sales promotion of scholars ismacroscopical, we still need to further refinement of the research.This study from the customer perspective, based on customer perceived value of theenterprise competitiveness research model、the customer’s brand equity model and salespromotion effect brand equity related influence mechanism model,constructing a conceptualmodel of the network group purchase promotion influence the enterprise brand equtiy, jointhe brand differences as a control variable verify their regulatory role in the network grouppurchase promotion and brand equity. There are two aspects in the network group purchasepromotion: price discount depth and activity frequency. There are four aspects in brand equity:brand awareness, brand perception of quality, brand association and brand loyalty.This study made an empirical analysis of the main effect in the model through thequestionnaire survey method.By the method of experiment, verify the regulating variable’sinteraction effect in the model. Using SPSS17.0software for data reliability and validity,factor analysis, using regression analysis and variance analysis to get the followingconclusion: the price discount depth in network groupon promotion has significant negativeinfluence on enterprise brand equity; the frequency in network groupon promotion hasnegative influence on enterprise brand equity. Specifically, the depth of the price discount andfrequent network group buying activity will have a positive impact on brand awareness, andhave a negative impact on corporate brand perception of quality, brand association and brand loyalty.Brand differences have adjust action in the network group purchase promotion andbrand equity.On the influence of brand awareness,low brand has better positive influence thanhigh brand on network group purchase promotion;on the influence of brand perception ofquality,brand association and brand loyalty,low brand has better negative influence than highbrand on network group purchase promotion. Brand differences has a more prominentadjustment effect between network group purchase price discount depth and brandequity.According to the research findings, we give the relevant suggestions for enterprises toplan network group purchase marketing strategy.