Research On The Brand Cognition And Image Innovation Of The Shoe Industry In Wenzhou On The Basis Of Globalization

The main idea of this paper is to make a qualitative and quantitive analysis on the international management of the Wenzhou shoes industry from the angle of brand cognition and brand image on the basis of the existing achievement. The whole paper includes eight chapters, divided into four parts.The first part is chapter one, including the background, the academic and practical significance of the paper, the research idea, the research frame, the research technique, the difficulty and the innovation points.The second part is the theories and the present situation, including the second chapter to the fourth chapter. On the basis of summarizing the existing research of the brand, the third chapter analyzes the situation of the Wenzhou shoes industry and makes the economic analysis of the brand innovation of international brand cognition and image.The third part is the demonstration, including chapter five to chapter seven. Chapter five improves the Biel's Model with the structural equation model (SEM) and analyzes the factor structure of the international brand image of the Wenzhou shoes industry. Chapter six measures the international brand cognition of the Wenzhou shoe industry with the brand cognition figure from the demographical angles of sex, age and income. Chapter seven compares the Wenzhou brand image to that of the overseas similar products with the brand factor.The fourth part is the conclusion, just the last chapter. The findings indicate that the international brand image of the Wenzhou shoes industry is constituted by the enterprise image, the consumer image and the product image, and its' international brand cognition is at a lower level as a whole. Compares with the brand image of the overseas similar products, the remarkable difference exists, as well as in the sub-image and the brand factors.At last, the paper deduces the multiple innovation strategy, and then proposes the measures from the angels of government, chamber of commerce and enterprises.