Research On The Brand Building Of Industrial Products Based On Cognitive Perspective

Brand knowledge is an important standard for brand building in industrial products,However,the purchase process of industrial products is complicated and there are many person in the buying center.How should a supplier understand the criteria for evaluating supplier by many people in ? And knowing what features your product has to impress your corporate customers.This is related to suppliers in the industrial product sector gaining competitive advantage through brand building.From the perspective of brand knowledge,this paper discusses the brand knowledge influencing factors of buyer of shipbuilding enterprises by combining the division of personnel and the individual characteristics of buying center,to find the right starting point for brand building.This study attempts to answer the following questions:(1)Researching the brand knowledge of the buying center,or judging the different value of the brand,and find out what factors affect the selection of suppliers.(2)After clarifying the factors that affect the buying person,figure out what these factors hold in the mind of each buyer.Base on the brand knowledge,brand building and purchasing decision model,at the same time on the basis of collating related documents,This study divides the purchasing center of the ship supporting enterprise customers into three levels: management level,expert level,and information level,and establishes the brand knowledge influencing factors(quality,price,supply capacity,service,corporate word of mouth,third-party certification)of different person in the customer buying center of the shipbuilding enterprise.This paper conducted questionnaire survey of person in buying center or having experience in industrial purchase of 97 companies of shipbuilding enterprises by e-mail,and collected 374 valid questionnaires in total.First,author do purchase questionnaires and data collection,then analyze the data through SPSS and AMOS software and find:(1)From the perspective of various levels,in terms of management,Corporate word-of-mouth and third-party certification have important positive effects on management purchasing decisions.Product quality and service also show a strong role in management's brand knowledge;In expert-level buying decision-making,product quality and third-party certification have the greatest influence on brand knowledge of experts,and service impact on expert-level brand knowledge is secondary;In the information-level buying decision,product quality and price have important positive and negative effects on their brand knowledge,Supply capabilities,services,and third-party certification are the second most important factor in the information layer.(2)From the above description,it can be found that product quality,service,and third-party certification are all factors that are relatively valued by the three parties.(3)The information layer pays attention to all factors.Based on this special situation,it can be further analyzed based on the individual characteristics of the buyer.Base on the above conclusions,this study can help the ship supporting companies find the customer's mind more accurately and more quickly in brand building,then this paper make the following suggestions: Firstly,in the process of brand building,suppliers must first improve these three aspects of product quality,service,and third-party certification,and at least meet the standards.Secondly,the sales staff of the supplier should consider the focus of different levels of personnel in the buying center when promoting their own brand products,and adopt corresponding promotion strategies.