Based On Customer Perceived Value Of Old Brand Trust Research

As the Herbal tea market competition becomes more intense, many Herbal teacompanies begin to realize the importance of customer-oriented concept for marketing,Herbal teas’ consumer experience, consumer psychology and consumer trust on brandare gradually becoming the focus of Herbal tea companies. This research began withthe customer perceived value; select the old brand Wang Lao Ji as the research object,studied the customer perceived value and brand trust, and explored the importantfactors from customer perceived value and brand trust. Hence, Wang Lao Ji and otherold brand enterprises can formulate market strategies to improve customer perceivedvalue and brand trust according to these important factors, lifting their competitiveadvantages among the competition.Firstly, the paper reviewed and summarized on research relevant to customerperceived value, brand trust and old brand study. The paper then built the model,which is based on interviews and individual surveys and considering Wang Lao Jiproduct’s features, for exploring the impact elements of influencing customerperceived value and brand trust of Wang Lao ji brand. We designed a questionnairebased on a scale from previous studies, considering the Herbal tea market and WangLao Ji characteristics. Through questionnaires, we found5dimensions of Wang LaoJi consumer perceived value, including product features, price perception, emotionalperception, social attribution, and brand reputation;3dimensions of Wang Lao Jibrand trust, including trust of ability, trust of honesty kindness, trust of brandreputation and analysis on the importance of these factors. We apply regressionanalysis to find out the relationship between perceived value and brand trust. Finally,combining the current Herbal tea market characteristics and research conclusion, weproposed the useful marketing strategy for Wang Lao Ji brand.