An Empirical Study On The Evolvement And Purchase Intention Of Brand Image Of China Time-honored Brand Enterprises Based On Cultural Perspective

As an irresistible tide of history,economic globalization has brought great development opportunities and challenges to China's economic development.Since the 18 th national congress of the communist party of China,the Chinese economy has entered the fast lane.All the way along with the "area" in-depth implementation of the national strategy,countries pay more attention to problems of unbalanced regional economic development,at the same time seeking on the economic development and people's living standards improve balance.It not only has important strategic significance to China's modernization construction and economic development,but also provides a great opportunity for the economic development of the northwest minority areas.China Time-honored Brand is the trademark brand of the northwest minority area,which has great influence on the spread of regional culture.The "One Belt And One Road" strategy have also brought great opportunities for the development of the nationality enterprises in northwest China.How to seize this opportunity to make China Time-honored Brand enterprises big and strong,how to make it brand and internationalized,is an urgent problem for enterprise managers.From the perspective of consumers,this study puts forward that the evolution of brand image can effectively enhance consumers' purchasing intention,thus promoting the development of China Time-honored Brand enterprises.From the perspective of brand dynamics,brands,like organisms,need to evolve to better adapt to changing market demands.Brand image as an important component of brand equity,its evolution will also have a certain impact on consumers.From consumer perspective,this paper adopts the method of empirical research,by discussing the brand image in the evolution of impact factor,further study of influence on purchase intention,brand image evolution oldenterprise performance improvement will provide some ideas and methods.In this paper,the literature of culture and brand and the theory of brand evolution are sorted out firstly.Through theoretical research and field interviews,the measurement dimension of culture is determined,namely,national culture,regional culture and consumption culture.The evolution of brand image has selected the evolution of image evolution,product and service evolution and identity image evolution.Based on this,the research model was constructed and the research hypothesis was putted.Through delving into culture,national culture,regional culture,consumer culture)influence on brand image evolution,as well as the influence on purchase intention,brand image evolution in order to can promote consumer buying behavior,thus effectively improve enterprise performance.The brand image adapts to the change of the consumer market and evolves,which deeply influences the purchase intention of consumers.Through visit some the famous old enterprises,the author found that the old enterprise has the brand image degradation problems,thus significantly affects corporate performance.Therefore,the author believes that it is necessary to study the evolution of brand image in order to help enterprises to get out of trouble.Based on the quantitative research methods,through research,online questionnaire and on-the-spot investigation questionnaire,a total of 320 questionnaires,and eventually get effective questionnaire 266,then use SPSS17.0 statistical software for data analysis.Firstly,the reliability and validity of the data were tested,and correlation analysis and regression analysis were conducted.The results show that the national culture,regional culture,consumption culture has a significant positive effect on brand image evolution,which influence the most significant consumer culture,times of national culture and regional culture influence the weakest.The evolution of corporate image,the evolution of product and service image,and identification of imageevolution have significant positive influence on consumers' purchase intention;National culture,regional culture and consumer culture have positive influence on consumers' purchasing intention.Based on this,this study provides targeted Suggestions for the evolution of the brand image of China Time-honored Brand enterprises,with a view to providing a new path for the effective promotion of consumers' purchase intention.