An Empirical Study On The Influence Of Brand Image Of Milk On The Consumers' Purchasing Behavior

Until today, the economic reform of China has been more than 20 years since the 1980s. With the further of economic reform, China's consumption environment has been changed dramatically, and the consumers' income increased swiftly, consumption structure and ability were improved continuously, consumers paying more attention to products' quality and image; at the same time, with China's entrance into WTO, and the merging of domestic market competition between markets became extremely severe, and domestic enterprises not only has to enhance already completed home market place but also to expand international market, completing with great transnational corporations, but many enterprises at home lacks competitive means, so the mere price war has lost the original. Faced with domestic trouble and foreign invasion and in order to live and develop, the voice of brand build from China enterprises becomes louder and louder with each passing day.Under this situation, a lot of scholars devoted themselves to the research of brand building and especially the research of brand image become the focus, among which produced a large number of theories which then applied were for practice. Based on the practical problems and theory-study insufficiency of brand building, this article applied "Biel" survey model, integrated some study achievements of internal other scholars. On the ground of document retrospect, it develop the survey chart that shows relationship between the brand image of fitting for Chinese consumers' characteristics and consumers' purchasing behavior, sets "MengNiu" as study product and college students as study object, make questionnaire of which 487 are effective, to gropingly analyze the effect and function that three parts of brand image does to the consumers' purchasing behavior.Through putting analysis data in order, utilizing SPSS professional stat software making use of descriptive stat, variance analysis, factorial analysis relevance and regression analysis, a serial of research conclusions were drawn. The conclusion showed, the questionnaire is of bit high credit and efficiency. It is reasonable that brand image is divided into corporate image, product or service image and user image. The three parts influence consumers' purchasing behavior of which the product or service image's most obvious; at the same time, the interactive effect is found not that obvious, and it's found through the analysis of genes and regression that during the process of clients' purchasing, the company's ability and duty, as well as the users' living style and view of value are more and more important, which is a new tendency that is worth of the corporations' research and practice.