The Influence Of Liquid Milk Brand Image On Consumer Purchase Intention

With the development of society and economy,in recent years,the dairy industry develop rapidly,gradually become one of the fastest growing industry in our country.On the one hand,liquid milk is the first category of a dairy products which is more loved by consumers than other dairy products,the consumption is also rising and the market is wide,on the other hand,with the more and more many producers the market competition is more fierce,the industry average profit is falling.The market competition change from product era to the era of brand,brand has become a big enterprise's core competitiveness..In this background,this study choose the liquid milk consumers as the research object,in the review of research on brand image model found by domestic and foreign scholars,based on the bell model,and combined with the specific characteristics of the industry,joins the marketing to brand image and makes the brand image of the present study dimension richer,more comprehensive.At the same time,the customer perceived value is added which is the intervening variable.By creating a "brand image,customer perceived value,consumers purchase intention" of such a new path to study,we will study the mechanism between the three variable..The actual survey data is analyzed by using spss17.0 and other analysis software,finally not only the validity of the new brand image dimensions is demonstrated,but also Under the background of the new path,the relationship is demonstrated.Finally,on this paper research conclusion,some suggestions and enlightenment of the development of liquid milk industry are put forward,the innovation of this study is pointed out,and the study of the limitations of this article is made note,the future research prospects.are put forward.