Research on the Innovation Path of Liquor Brand Value from the Perspective of Customer Perception

Wenqi Wu ； Yijun Chen

《Frontiers in Humanities and Social Sciences》 1卷2期 (2021/05) Pp. 110-120

https://doi.org/10.29561/FHSS.202105_1(2).0018

摘要

In the new era, the market competition is becoming increasingly fierce, and the consumer market is also changing imperceptibly. With the process of transformation, the consumer gradually occupies the dominant position in the transaction, and the demand‐side reform will be the mainstream direction of the future market reform. Therefore, this paper holds that the core of brand strategy is to win customers rather than defeat competitors. The purpose of this paper is to demonstrate that the customer's perception of the brand is an important factor affecting the brand value, and put forward that the key to brand value innovation is to grasp and guide the customer’s perceived demand to match with the fact of the brand. This paper innovates the perspective of brand value innovation, constructs the perception‐value innovation application model, and tries to provide some insights and suggestions on the path of brand value innovation. This paper selects liquor brand, which is easy to be perceived by consumers, and methods such as literature review, model construction....The results show that the self-concept related perception and social expectation perception of liquor brand have a certain positive effect on the brand value perception and the path coefficient of self-concept related perception is lower than that of social expectation perception. However, the quality function perception and innovation specific perception have no significant effect on the perception level of liquor brand customers, and there is a strong correlation between the brand value perception and the brand value of customers.

關鍵字

Customer Perception ； Brand Value ； Brand Value Perception ； Brand Value Innovation

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