新僵特色林果产品品牌形象的研究.pdfVIP

A Research on Brand Image of Special Fruit Industry in Xinjiang Abstract Xinj iang province has become Special fruit industry concentration zone，but there are marketing problems，the high—quality fruit resources advantages is not completely show the economic advantages． At present，the special fruit products market has entered the brand competition era． Brand image has the extremely important role for the consumer perceived value and consumer behavior tendency．Judging from the existing literature，the 1iterature researching on brand image strategy are scarce，but the literature unilaterally study on marketing and brand iS more． And the literature that mechanism research on brand image affecting consumer behavior is relatively lack．This lack of research leads to 1ack supporting research for the formulation and selection of special fruit products marketing strategies．It also provides a broad research space for this study． First of a11．the paper studies on correlative relationship among the brand image， customer perceived value and consumer consumption tendency,on the basis the P印er conduct a theoretical relationship model among Xinj iang’S special fruit products brand image， customer perceived value and consumer consumption tendency,put forward the hypothesis according to the model． Secondly,this paper develops index system to the variable，designs a questionnaire and carries the large sample survey．Determine the five provinces’bulk consumers of Xinj iang’S special fruit products as sample，using SPSS 1 7．0 to analyze the validity and reliability of the survey data．On this basis．structural equation model iS used to measure the effect path that special fruit products brand image influences consumer consumption tendency and to inspection the mediating effect that customer perceived value in the special fruit products brand image and the consumer consumption tendency． The results show that the special fruit products’brand image has positive effect on consumer perceived value a