The Influence Of Fuding Bai Lin's Brand Image On Consumers' Purchase Intention

With the change of peoples consumption concept and the improvement of consumption level,peoples consumption demand for tea is also rising.For the brand image of tea,a good brand image has an important impact on the promotion of competitive advantage and revenue growth of an enterprise or even a region.As one of the three major Gongfu black teas in Fujian Province,the demand for Fuding Bailin black tea has been increasing in recent years,but the growth rate has been slow.This also means that it has a lot of room for growth and market prospects.In this study,Fuding Bailin was chosen as the research object.To research Fuding Bailin Kung Fu brand image on the impact of consumer purchase intention,the author will consult domestic and foreign literature,combine with the needs of this research,and divide the brand image into three dimensions,take the perceived value as an intermediary variable.This study mainly through the field survey in the form of questionnaires.The questionnaire data will be used for empirical analysis to verify the relevant assumptions of this srudy.The results show that the three dimensions of brand image including product image,social image and service image are all promoting perceived value and purchase intention,and the perceived value plays a significant role in promoting consumers' purchase intention.Therefore,it can be proved that the perceived value plays an intermidiary role in the brand image of consumers' purchase intention.Based on the conclusions,this research puts forward some suggestions to the related tea enterprises of Fuding Bailin,and the specific suggestions are as follows:(1)Improve Fu Ding Bai Lin's product image(2)Improve Fu Ding's Bai Lin's marketing image(3)To enhance the image of Fuding Bai Lin's service;(4)To increase consumers' perceived value for Fu Ding Bai Lin's work.At the same time,the prospect of future research is put forward.