Empirical Research On The Impact Of Price Promotions Frequencies At Different Stages Of The Product Life Cycle Of Brand Equity

Since the rise in the1980s,“brand asset” has being gradually researched by more and morescholars, who are trying their best to explore the marketing factors affecting enterprises’ brandassets and simultaneously find a practical, effective and feasible approach to build brandassets. More and more enterprises, especially the world top500enterprises, gradually realizethe importance of building brand assets, and their awareness of this marketing concept ischanging from the original simple as "marketing symbol" to today’s brand as the corecompetitiveness and as an asset to build.As one of the important contents of the4p theory, sales promotion is taken for granted bymany enterprises as a significant approach to make a new product to enter a new market.However, if the use of these incentives is unreasonable, such as excessive or frequentpromotion, its impact on brand equity will be counterproductive or sometime deadly. Throughenterprise practice, I find the frequency of the sales promotion is with some degree ofconnection with brand assets building, as most of the studies show that frequent salespromotion is harmful to products’ long-term development and will greatly weaken the productbrand equity.In addition, for products in different stage of product life cycle, the influence of promotionalfrequency on brand equity is greatly. Based on the theoretical summary and author’s socialpractice, this article, through the method of empirical research, is attempting to research thedifferent influence of different promotional frequency on brand equity of product in differentstage of its product life cycle.Mainly through the method of literature research is the research of thought determined, at thesame time, through combining with the related literature is the scale of each variabledetermined. In addition, we make good use of advantages of group discussion to repeatedlymodifier the scale so that it can more accurately measure the effect of promotional frequencyon brand equity. In terms of data processing and analysis, statistical software SPSS19.0is usedby this article. First, we use correlation analysis to verify the influence of sales promotion onbrand awareness, perceived quality, brand loyalty and brand equity itself. Second, we usematching test and regression to test the influence of different promotional frequency on brandequity of product in a specific stage of product life cycle.