Research On The Influence Of Brand Perception On Customer Role Behavior

"Salt" is not only a necessity for human life,but also an important resource related to the national economy and people’s livelihood.According to the Reform Plan of the Salt Industry SXstem,starting from 2017,China will cancel the salt transport permit and no longer control the price of salt products.For salt wholesale enterprises,they can carry out trans-regional business activities.With the deepening of the reform of the salt industry SXstem,the traditional "monopoly" pattern has been completely broken,and the salt industry market is becoming increasingly active.The operating subjects of the salt market in Shanxi Province are increasing rapidly.Shanxi Salt Industry Company is a directly affiliated enterprise of Shanxi Supply and Marketing Cooperative Association.In the process of operation and development,Shanxi Salt Industry Company will be confronted with competition from production enterprises and other wholesale enterprises in the province.The market share of traditional monopoly is decreasing day by day,and the future development of the company is also facing great challenges.In this paper,Shanxi Salt Industry Company is selected as the specific research object.Firstly,the literature on the influence of brand perception on customer role behavior at home and abroad is reviewed,and some research conclusions are summarized,so as to provide theoretical support for this paper.Secondly,the analysis model is constructed,and the research hypothesis is proposed based on the research purpose,namely,the hypothesis of the relationship between brand perception and customer role behavior,the hypothesis of the relationship between relationship emotion and customer role behavior,and the hypothesis of the relationship between brand perception and relationship emotion.At the same time,mature scale is selected according to the research purpose,and questionnaire activities are carried out on this basis.In order to ensure the rationality and scientific nature of the questionnaire,this paper first carries out a small range of questionnaire survey activities,and then carries out validity analysis and reliability analysis on the questionnaire,and improves and revises the selected scale based on the analysis results.In order to ensure that the selected scale meets the measurement requirements,the final questionnaire is obtained.Then,reliability analysis and variance analysis were carried out for the final version of the questionnaire,and a reasonable and perfect equation model was constructed by AMOSS24.0 to verify the validity of the hypothesis.Finally,this paper makes an in-depth and comprehensive analysis of the marketing situation of Shanxi Salt Company,points out its existing practical problems in marketing,and proposes reasonable and scientific improvement countermeasures from four aspects on this basis,so that Shanxi Salt Company can improve the role behavior of customers from the two dimensions of brand perception and relationship emotion.Then gradually expand the company’s market share,promote the company to achieve the overall goal of healthy and sustainable development...