The Research Of Brand-mold And Spread Based On Consumers' Cognition

Over the past 30 years since Chinese economic reform, the market pattern from buyers market to sellers market and the competition has grown more and more fiercely. Brand has been taken more and more seriously attention during this history process. Brand consciousnesses of domestic consumers has been constantly enhanced and brand is taken as an important basis of buying commodities. After entering WTO, many famous international brands come into China, which caused the decrease of domestic companies'market share,and Chinese companies are desirous of having their own brands. But they find that different consumers have different understand of their brands, so how to build the same brand image in consumer's brain and quickly spread the brand in the target market is one of the most important problems of Chinese companies.At present the research of brand-mold and spread still stays in the investigating stage, although many scholars and experts all over the world have done much meaningful exploration and study on it, but no one systematically study the field of brand-mold and spread from the consumer cognitive point. In this paper, the author believes that companies should take the marketing goal and consumers'reaction into account when implement designed brand-mold and spread strategy, because the brand is the real brand just when consumers accept it. In a word, the brand is consumers' rather than the companies'."SanLu"vanished in one night is a bitter case. So the research of brand-mold and spread based on consumers'cognition has its important current significance.The research has been developed by the combination of normative analysis and empirical analysis approaches in this dissertation. The normative analysis approach is used to clarify the theory of brand-mold and spread, summarize the core theory of consumers'cognition, and the empirical analysis is used by a case. This paper gives the follow steps: First, summarize consumers'cognition and brand-mold and spread theory, demonstrate the relationship between consumers'cognition and brand-mold and spread. Second, on the basis of consumers'brand cognition contact point modle and consumers'needs, the author set up a model to measure consumers'key cognition ingredient. Third, from consumers'cognition point, the author in detail introduces brand-mold and spread strategies from the design of core product information, how to communicate information and sell section.At last, takes XueLianHongHua, which was build by XingJiangYiYangTang as an example to exhibit how the model was used in practice, demonstrate its applicability and then analyzes and appraises its brand-mold and spread. The author hopes this paper can provide some reference for our civil enterprises to build and spread their brands in theory and practice.