Research On Construction And Application Of Regional Branding Model Based On Consumer Behavior Perspective

In the 21st century,in the context of intensified globalization,the competition for global resources has intensified,which has led to the replacement of regions.Regional brand construction is an important measure for regional economic competition.In order to understand regional brands clearly,Process and management,the regional brand model has gradually become one of the most researched topics in the field of regional branding.At this stage,domestic and foreign academics' research on the construction of regional branding models is mainly focused on the two branches of regional brands:destination brands and urban brands.From the literature that can be retrieved,whether the construction of regional brand models is suitable for industry The research on brand in the cluster area is very limited.This paper refers to the research on consumer behavior models by scholars such as Ma Hongfei,and puts cognitive factors,emotional factors,and purchasing behaviors on different levels,and finally divides them into perception layers according to consumers' attitudes towards brands.(Brand knowledge,brand perception),relationship layer(brand trust),behavior layer(brand loyalty),build a regional branding model,and systematically analyze brand recognition,regional brand image,brand perception factors,brand trust,brand loyalty The impact on consumer behavior was investigated through questionnaire surveys on three different types of industrial cluster brands(Wenzhou Shoes,Qingdao Home Appliances,and Zhongguancun Demonstration Zone)purchased by 1020 consumers.The study found that the model is guided by the process thinking of consumer behavior,and the path relationship between the four dimensions of the model constructed exactly matches the consumer behavior path.The model is suitable for industrial cluster brands: consumers generate demand,and then use the Brand knowledge is used to perform perceptual evaluation,thus generating trust to form loyalty.In the model,brand knowledge is acting on brand perception,brand perception is acting on brand trust,and brand trust is acting on brand loyalty;in different types of industries The research on the cluster brand model also found that consumer perception evaluation in industrial cluster brands is an important driving factor for consumer behavior;in Qingdao appliances,consumer brand value perception has a greater impact on consumer behavior;in Wenzhou shoes In the industry,consumers ' perception of brand quality will have a greater impact,andconsumers' perception of brand personality will not motivate consumers to build brand trust to buy products;in the Zhongguancun demonstration area,consumers ' brand personality perception has the largest impact.And consumer brand awareness cannot directly promote consumer brand awareness Value perception.These studies will guide different industrial cluster brands to develop more appropriate strategies in the development process.