The Impact Of Specialized Market Brand And Consumers, Purchase Intention: Mediating Effect Of Embedded Brand

The specialized market as an important part of Chinese current commodity circulation system, which have progressed fastest and occupied predominant proportion since the reform and opening and have brought profound influence to the Chinese economy and society. At the same time, the specialized market promote economic development and regional industrialization, it also can accelerate the construction of market economy. With the changes of the times, the development of the specialized market development suffered dilemma and other factors impact, a certain decline.so transformation and upgrading has become the focus of attention.Because at a long time, the research of the Chinese circulation economy theory on the evolution of specialized market was relatively lagged.Especially in the current society, soft power become the competition of the comprehensive strength, but the research of specialized market brand still not much. In this research, based on the analysis of specialized market brand, embedded brand and Consumers, Purchase Intention, explore the key factors influencing the mechanism and evolution of specialized market brand, puts forward theoretical support and practical basis for the specialized market transformation and upgrading.In the purchase of the specialized market, while customers select a company brand, will be affected by the specialized market brand. This study consists of five parts: the first part, the concept of the research background, the main purpose and significance research methods, The second part, the concept of the specialized market, including factors of the specialized market brand and embedded brand,and reviews the related research literature, The third part, the related theoretical of this research, The fourth part, design of the questionnaire, carries on empirical analysis. The fifth part of this thesis is summarized, and achievements, also pointed out the shortcomings of existing research, put forward the prospects for future research.