The Study On Brand Experience Of Time-honored Brands Based On Grounded Theory

With the rapid development of global economic integration,many foreign brands have entered the Chinese market successively,and the development of China's local time-honored brands has been greatly challenged.Although the time-honored brand of Wuhan has been able to continue to develop,it is faced with many serious problems.Especially the arrival of the experience economy period,consumers are exposed to more and more brands,and face more and more choices.People are no longer satisfied with the quality of the product or service,but increasingly focus on the experience of the brand.As a combination of experiential marketing and brand management,brand experience has become an important research topic in academia.This study is based on the catering industry in Wuhan,with the consumers of the old brand catering brands as the research object.First using qualitative research to identify the dimension of the time-honored brand experience and build a theoretical model.Then using empirical method to clarify the role of the path between each dimension.Last providing reasonable marketing suggestions for the brand construction.Therefore,the article mainly includes three aspects.Firstly,based on the literature review,the author adopts the research method of grounded theory,obtains the dimension of brand experience through in-depth interview and text analysis,and obtains the corresponding theoretical framework.By summarizing the model,the brand experience is divided into six experiences: knowledge,cognition,product,communication,emotion and association.Among them,the cognitive experience is the basic evaluation and feeling of consumers on the brand,including brand awareness,brand image and enterprise strength.Product experience refers to consumers' understanding and evaluation of the functional benefits of brand products and supporting management of enterprises,which are divided into two categories: product function and service management.The communication experience refers to the consumers' perception of the brand formation through media advertising and word-of-mouth recommendation.Emotional experience refers to the good feelings of consumers in the relationship between emotional repose and brand affinity.The related experience is that the old brand can resonate with consumers in terms of regional connection and identity promotion.The knowledge experience refers to the increase of knowledge in the process of brand consumption,broaden the horizon and knowledge,and even improve their intelligence level,which is simply to increase their knowledge.Secondly,design the questionnaire based on qualitative research,verify the reliability and validity of the questionnaire,and use the quantitative analysis method to verify the theoretical model obtained before.The correlation,regression and mediation effect of the six dimensions were analyzed,and the model was modified according to the empirical results.According to the empirical results,the following conclusions are drawn :(1)Consumers have different degrees of difference in the cognition of each dimension of brand experience.Among them,emotional experience and product experience scored the highest,followed by association and knowledge experience,and the lowest score was cognition and communication experience.(2)There is a significant correlation between each dimension in the theoretical framework of brand experience based on consumers.First of all,communication has a significant positive influence on knowledge.Secondly,knowledge and product experience have significant regression effect on cognitive experience.Thirdly,cognitive experience has a positive relationship to the association experience and emotional experience.Finally,correlation experience has obvious correlation with emotional experience.(3)In the path of cognitive experience influencing the emotional experience,there is some intermediary effect in the correlation experience.Finally,based on the brand experience,this paper puts forward suggestions to strengthen the brand building of the old brand :(1)Strengthen the communication experience,realize integrated marketing communication,and make up for the shortcomings of publicity.(2)Strengthen cognitive experience,implement experiential marketing,and catch consumers' eyes.(3)Take advantage of existing advantages to develop a unique marketing of niche market.