A Research On Brand Image Of Special Fruit Industry In Xinjiang

Xinjiang province has become Special fruit industry concentration zone, but there are marketing problems, the high-quality fruit resources advantages is not completely show the economic advantages.At present, the special fruit products market has entered the brand competition era. Brand image has the extremely important role for the consumer perceived value and consumer behavior tendency. Judging from the existing literature, the literature researching on brand image strategy are scarce, but the literature unilaterally study on marketing and brand is more. And the literature that mechanism research on brand image affecting consumer behavior is relatively lack. This lack of research leads to lack supporting research for the formulation and selection of special fruit products marketing strategies. It also provides a broad research space for this study.First of all, the paper studies on correlative relationship among the brand image, customer perceived value and consumer consumption tendency, on the basis the paper conduct a theoretical relationship model among Xinjiang’s special fruit products brand image, customer perceived value and consumer consumption tendency, put forward the hypothesis according to the model.Secondly, this paper develops index system to the variable, designs a questionnaire and carries the large sample survey. Determine the five provinces’ bulk consumers of Xinjiang’s special fruit products as sample, using SPSS 17.0 to analyze the validity and reliability of the survey data. On this basis, structural equation model is used to measure the effect path that special fruit products brand image influences consumer consumption tendency and to inspection the mediating effect that customer perceived value in the special fruit products brand image and the consumer consumption tendency.The results show that the special fruit products’ brand image has positive effect on consumer perceived value and customer perceived value has positive effect on consumer consumption tendency; the brand image has indirect effects on consumer consumption tendency; consumer perceived value plays an intermediary role between the brand image of special fruit products and consumer consumption tendency.As a result, the special fruit products’ brand image marketing in Xinjiang should focused on product image promotion and the brand publicity, enhance consumers’ economic evaluation and affective evaluation on perceived value of the special fruit products in Xinjiang of consumption characteristics in Xinjiang, thus improve the consumer consumption tendency, eventually promote the transformation of features resources advantages of Xinjiang’s special fruit products to economic advantages.