A Study On The Impact Of Employee Brand Internal:ization On Brand Equity In Air Transport Industry

With the rapid development of the national economy,"a major strategic opportunity The Belt and Road" construction,long distance transportation of the protagonist "aircraft" in recent years the rapid development of the tourism market,and with the rise of the route network in full swing,and the airport operation safeguard ability strengthens unceasingly,has created a development a new record of China's aviation industry has entered a new stage of development.But in the market opportunity,China Airlines face brand homogenization competition,service quality is not high,the predicament of low efficiency,single product structure,how to seize the historical opportunity to obtain high market share in the market competition,improve the airline's brand value,realize the sustainable development strategy,is China's air transport company it is worth pondering in the future development of the.Air Transport Company is a company providing transportation business.The products and services can not be separated.The management and promotion of air transport company assets are more specific.In the past on brand equity concerns are more concentrated in the enterprise financial and consumer level,the research on brand equity of employees within the enterprise brand management construction based on a relatively small,through the study of literatures and scholars,this employee brand internalization effects on brand equity.This paper on the domestic and foreign employee brand internalization and brand equity and customer satisfaction literature review,re definition of it,and divided the respective dimensions,structure model between the construction of airline employee brand internalization of customer satisfaction--brand asset "of the three.The airline employee brand internalization of empirical research on the influence of brand equity,in the form of a questionnaire survey of Shanghai Hongqiao,Pudong's two largest airport passenger survey,through data collection,descriptive analysis,factor analysis,reliability analysis,validity analysis,difference test,correlation analysis and mediating effect analysis to carry on the empirical analysis model.The conclusions of this paper are as follows:first of all,summarize the three dimensions of brand knowledge,brand commitment and brand behavior for employee brand internalization.Brand awareness,brand image and brand loyalty are three dimensions of brand equity.Secondly,the empirical study shows that employee brand internalization and its dimensions have a positive impact on brand equity,and customer satisfaction is the mediating variable.Finally,according to the actual situation of China Eastern Airlines Co in my organization,I put forward suggestions for the management of the airline industry and the unit in China.