Analysis On Influencing Factors Of Brand Satisfaction Of Aquatic Products

Brand building is an important standard for enterprises to develop trade and an important engine to improve their comprehensive strength and market competitiveness.As a major producer and consumer of aquatic products in the world,China’s aquatic product brand market is also developing constantly,but most of the brand building is concentrated in aquatic products processing enterprises.Moreover,because the development of aquatic products brand in China started late and paid little attention to it,there are still many fake brands in the aquatic product market,which leads to a slight lag in the development of aquatic products brand,which leads to the instability of market order,thus reducing consumers’ satisfaction with purchased products and services.Therefore,how to improve consumers’ satisfaction with purchased aquatic products has become one of the main reasons for brand building and development of aquatic products enterprises.In this paper,the theoretical research on brand building,the research on brand building of agricultural products and aquatic products,and the analysis of influencing factors of consumers’ purchase intention are combed.At present,although there are some in-depth studies on brand strategy and brand building of aquatic products in China,the theory is not perfect and systematic,and it is still in the initial stage.Consumers’ awareness of existing brands and brand loyalty are not high,which affects consumers’ purchase satisfaction and increases the transaction cost of enterprises.This paper analyzes the influencing factors of brand satisfaction of Yangcheng Lake hairy crabs in aquatic products from the perspective of consumers.According to the related literatures about influencing factors of research satisfaction at home and abroad,the conceptual model of customer satisfaction research on purchasing Yangcheng Lake hairy crabs is constructed by using the theories of customer expectation,product quality,service quality perception and brand image,and the questionnaire is designed from the factors such as product and service quality and brand image.A questionnaire survey was conducted among consumers of different ages,and the reliability and validity of the scale were analyzed.On this basis,principal component analysis and regression analysis were carried out to verify the hypothesis that the product quality,service quality,brand image and brand emotion perception of Yangcheng Lake hairy crabs have significant positive effects on the satisfaction of buying Yangcheng Lake hairy crabs.The expectation and satisfaction of buying hairy crabs have a reverse effect.Finally,the analysis results are discussed.The conclusions of this paper are as follows:(1)The acquisition of consumers’ consumption perception in the purchase process has a positive impact on consumer satisfaction.With the acceleration of the process of economization,people have high requirements on the quality of purchase and the service obtained.Good product quality and taste and comfortable service level will have a positive impact on the satisfaction after purchase.Consumers’ needs will focus on the price,quality and taste of products and the service attitude of salespeople before and after purchase,and consumers’ ideas will pay more attention to the experience of purchase.(2)With consumers paying more and more attention to brands,consumers’ brand image has higher correlation with satisfaction than other factors when purchasing products.For Yangcheng Lake,which is a high-quality product,consumers pay more attention to its brand awareness and recognition.Therefore,on the premise of ensuring the deliciousness and safety of the products sold,enterprises should also enhance the positive image of corporate brands and strengthen consumers’ feelings for brands.In order to better enhance consumers’ loyalty,enterprises can obtain considerable benefits.(3)The influence of consumer expectation on consumer satisfaction is verified by negative correlation.Generally,consumers want to buy high-quality and low-price products with high cost performance,but enterprises have opposite ideas because they want to get the best profit,which leads to a negative impact on consumer expectations and satisfaction.Consumers think that Yangcheng Lake hairy crabs are the best hairy crabs in China,and they want to buy hairy crabs with Yangcheng Lake logo or crab buckles before buying.Therefore,enterprises should pay attention to avoid excessive publicity scale and ensure the reliability of aquatic product quality.Associations or enterprises should strictly supervise the distribution of crab buckles,upgrade the anti-counterfeiting technology of crab buckles,strictly guarantee the source of hairy crabs per crab and ensure that the crabs with labels are real Yangcheng Lake hairy crabs,so as to improve consumers’ purchase satisfaction.Finally,according to the empirical research results obtained from the questionnaire data,it provides relevant suggestions for the brand building and development of aquatic products from three levels.Enterprises should pay attention to improving the quality and service level of aquatic products;Secondly,we should pay attention to strengthening the brand image of propaganda enterprises;Then guarantee the technical support level of aquatic products;Finally,strengthen the development of sub-brands of enterprises,and then enhance the anti-risk ability of aquatic products brands.Industry associations must first put forward unified industry standards and strengthen product quality supervision;We should also strengthen the ability of information communication and supervision,and promote the coordinated development of brand culture with enterprises.The government should first formulate perfect laws and policies to strengthen and supervise the regional brand building of aquatic products;Finally,consider establishing an effective channel financing system and strengthening the support of brand building.