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Research On The Promotion Of Chinese Rice Brand Image From The Perspective Of Consumers

Posted on:2018-04-15Degree:MasterType:Thesis
Country:ChinaCandidate:C TanFull Text:PDF
GTID:2359330515956524Subject:Business management
Abstract/Summary:PDF Full Text Request
With the rapid development of economic globalization,more and more foreign rice brands are seizing the rice market of China,especially the high-end market.In competition with foreign rice brands,the issue which Chinese rice brand image is not as good as foreign is significantly obvious.This is mainly due to these reasons like the quality of rice is uneven,and the rice enterprises is small and messy,which seriously hinders the healthy development of rice brand of China.In order to enhance the competitiveness of rice brand,improving the rice brand image has become more and more important,and the key for it is to find the specific differences between Chinese rice brand image and foreign accurately.Through the analysis of domestic and foreign measurement model of brand image,a measurement model under the consumer perspective is constructed based on the Bell model,in which the rice brand image is divided into three dimensions:product image,corporate image and consumer image.On this basis,the structural equation is used to quantitatively analyze this model,and the validity of the model is verified.In order to find the specific differences of rice brand image between China and Japan,T test is used for comparative analysis based on the established measurement model.The results show that there are obvious differences in the dimensions of product image and corporate image,and Japanese rice brands are better than Chinese.Among them,the index of rice sensory in product image and the index of production environment in corporate image are the most significant,but the differences in consumer image are not.In the end,some suggestions on how to improve Chinese rice brand image are put forward from three aspects:product,enterprise and government based on the above research,which provide new ideas for enhancing the competitiveness of Chinese rice brand.
Keywords/Search Tags:brand image, measurement theory of brand image, Bell model
PDF Full Text Request
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