Research On The Yoo Model-Based Brand Equity Of Sedan

Since 1990s, brand equity, as the content of brand management, has risen. For the corporation administrators, they focus on how to manage or construct the brand equity. Actually, the management or construction of the brand equity follows its intrinsic logic. From the view of the domestic and international research, brand equity originates from marketing mix strategy, and so the relationship between brand equity and marketing mix strategy becomes an important part in the brand equity study field. The theoretic and empirical researches on brand equity emphasize comprehensiveness and universalism, but ignore the difference among brand equity of different industries. The car industry increases people to value the degree of the car industry continuously because it weighs stronger in our country GDP. Previously, the empirical of brand equity researches involve manufactures of general consumables, not sedan of such high quantum value. Right now, it leads to the result that the former findings of research maybe not practicable for the sedan industry, needing a lot of adjusting. In this sense, it is important and necessary to do the research on brand equity of sedan from the view of the customer.In this paper, on the basis of the literature review, according to Yoo(2000)model, respectively, through the research of the high, medium and low grade samples of three sedan brand, the author explores how the marketing mix strategies to affect the dimensions of brand equity and then to have the inherent relationship of sedan brand equity farther.This study, through the consumers interview first, selects pricing and advertising spending as the model of constructing two marketing mix strategies, putting forward 9 research hypotheses about the relationships of the two and the dimensions of brand equity. After the questionnaire survey, the author uses correlation analysis and regression analysis to test the relationships of the two and the dimensions of brand equity, summing up the different impact of the two used to influence the dimensions of brand equity in different sedan brands grades. This research shows that sedan manufacturers and dealers need to consider contraposing the specific brand grades when making the pricing and advertising decision.The reasonable use of the two is vital for enhancing the sedan brand equity.