Research On The Promotion Strategy Of Yantai Cherry Brand Equity

Nowadays,the rapid development of the market economy has led to the increasingly fierce competition among enterprises.Brand equity is the trump card of enterprises to survive in participating in market competition,and its role is important increasingly.The continuous development of enterprises is inseparable from the construction and promotion of brand assets.Therefore,more enterprises have begun to focus on improving the brand value of their products,and more scholars have begun to invest in the research of brand equity.First of all,in order to define the connotation of brand assets accurately,the research literature of experts at home and abroad have been collected and reviewed is this study.Then several important dimensions that constitute brand assets have been summarized from the perspective of consumers.Based on Zhang Feng's relevant theoretical research and Yu Chunling's relevant theoretical models,several dimensions such as Yantai Cherry brand awareness,origin association,and perceived quality have been established.For the impact model of brand equity,software such as SPSS was used to verify the hypothesis proposed in this study and the empirical analysis of the model,finally relevant suggestions for the enterprise to develop the Yantai Cherry brand asset promotion strategy were put forward.The research in this paper shows that: At first,because consumers' perception for product brand is a process of continuous accumulation,brand awareness has a positive impact on origin association and perceived quality.It affects consumption through two intermediary factors: origin association and perceived quality.The brand's sentiment towards Yantai Cherry will enhance the brand awareness of Yantai Cherry,which will promote the brand's spread,and to some extent,improve the consumer's goodwill towards Yantai Cherry.Secondly,from the data collected,consumers' brand sentiment and positive attitude towards Yantai Cherry can greatly influence and stimulate consumers,and form a fixed connection and emotional bond between consumers and products,so that consumers can positively evaluate the brand.The strengthend commitment of consumers to the brand gragually forms an intention to repeat purchases,which has a significant impact on theaccumulation of corporate brand equity;finally,brand resonance is an important core in several dimensions of brand equity,brand emotion is a direct key factor for brand resonance.Brand loyalty is defined as a deep commitment to re-purchase a preferred product or service in the future.Brand resonance is directly reflected in the consumer's ability to provide other brands that are equivalent,customers are willing to pay the overflow price,the customer's repurchase intention and the willingness to recommend the brand to others.