Research On The Influence Of Brand Competitiveness On Consumer Brand Choice Of Empirical Research Based On Liquor Industry

With the diversification of China's consumption and increasing levels of consumption,consumers in the purchase of goods more and more attention to the brand of choice.Corporate brand image and overall strength to some extent affect the consumer's purchase options.In the increasingly high degree of market competition increasingly fierce brand manufacturing more highlighted the role of the traditional manufacturing industry has not only pay attention to the production and channels,production companies for corporate brand building how to grasp more consumers resources becomes more important,more and more enterprises begin to study how the company's brand competitive advantage into consumers'purchasing power.Liquor industry is going through an adjustment of the overall industry,our 13 listed companies,only Maotai liquor and Gujing no loss in 2014,Wuliangye,Fen,Yang,alcoholic liquor,Luzhou and others have varying degrees of decline,Da brand willing to even more than 20%loss,severe loss of customers,enterprises have to seek first-line wine transformation.By contrast,the low-end market positioning of the old village,northeast Fong wine prices was a good,old village in 2014 a turnover of 6 billion.Excellencies consumer policy factors,such as driving under thorough investigation of drunk driving,alcohol consumption is undergoing a subtle change,consumers are no longer blind pursuit of high-end brands,the company's brand does not translate into consumers,willingness to buy the product.In this context,the first-line brand of wine prices remain competitive advantage has to be verified whether,and how will the corporate brand advantage into consumers'willingness to buy also the focus of academic and corporate research.One of the core issues to consider when consumers purchase decision is to choose what kind of brand,factors that influence consumer brand choice of many,including consumer categories,personality,cognition and other internal and brand image,producing,marketing factors,quality,prices and other external factors.In modern consumer-oriented market economy,psychology and behavioral study of consumer law is the basis of business activities,the implementation of brand strategy,so this competitive strength of the brand and consumer behavior theory combined enterprise research and select the liquor industry as the research object.Based on a line in liquor-making industry well-known enterprises as the research object,discusses the brand of wine enterprise competitive strength has a significant influence on liquor when consumers buy choose whether and how enterprise brand competition strength effect on consumer brand choice.This paper constructs the enterprise brand competitiveness strength as independent variables,to consumer trust and consumer perceived risk as the intermediate variable,with the brand choice model to the research of the dependent variable,establish a corporate brand competitive strength and the relationship between the consumer brand choice model,put forward hypothesis and verify the enterprise brand competition strength and the relationship between the consumer brand choice.In Wuhan,Chengdu,Guangzhou,Beijing,Shanghai,Ningbo six cities in consumer research,chose the 2013-2014 annual sales of the top ten liquor enterprises as the research object,using the method of empirical study,analyzes the enterprise brand competitiveness strength on consumer trust,consumer perceived risk and consumer awareness,consumer perceived risk to the role of consumer brand choice,and to explore the different types of consumer decision-making in the brand competitive strength and the influence of consumer brand choice relations,for the enterprise brand competitiveness mechanism research and rich consumer brand choice theory foundation.In liquor-making industry as the research object,research for the industry and other related industries have a certain reference value,to improve the enterprise brand construction and management,improve enterprise brand competitiveness strength plays an important role,is helpful for enterprises to better grasp the consumer resources,improve the market competitiveness.