Positive Factors Contemporary Local Brand Recognition Of Customers Affected

In recent years, under the background of the Chinese economy has achieved therapid development, china has become the world’s top brand consumer, brandconsumption has become a force to be reckoned with Chinese economic growth.Based on the huge potential brand consumption market of mainland china, Chineseenterprises in the case of not in-depth understanding of brand, eagerly to raise somelocal old brand, and make it quickly into the market again. However, due to localenterprises do not know how to carry out effective marketing of brand, especially donot understand how to build and maintain a brand, so those local brands of eagerlyto rise can’t contribute so much, we could only watch each competing foreign brandsinto china to seize Chinese brand consumption market.Under the trend of this disadvantageous development of local brands in china,in order to develop local brands to be better and more long-term, the researcher usethe Vive brand in shanghai Jahwa untied group as an example, and it also can be acertain reference value to other brand in the same trend. In this study wecomprehensive use of literature reading method, interviews method, questionnairesurvey method, statistical analysis and other methods. The innovation of this study isto construct the drive model of customer loyalty based on the customer identity forbrand creation, finding a new perspective in the drive customer loyalty antecedents.By analyzing the composition of customers perceive the brand core value to find keyfactors affecting customer recognition, and use the previous research on customeridentification factor to optimizing the suitable practice of Chinese market.The researcher explores the antecedents, dimensions, and the results of thebrand corporate identity from the consumer’s perspective, and then explores thebrand ways to create competitive advantage through the core values of the brand,this paper mainly have five aspects of the research contents:1. To research that the consumer’s recognition how to be divided intomulti-dimensional? Whether we can learn from the research achievements ofscholars about the recognition of dimension division, and apply it to the field of marketing research or we can get the verification of empirical researches?2. The conclusions of consumer’s recognition. Focusing on solving the twoproblems: What can reflect the results of consumer’s recognition? In this study,which result variables should be chosen as the research variables?3. On the base of reading documents, finding the recognition factors generatedin the process of using and understanding of brand products by consumers, and thenrecognizes the key factors to recognition by pre-research.4. Analyze the direct, indirect and total impact among the customers’recognition antecedents, dimensions and results.5. Analyze the impact of the individual differences (such as: gender, age,education levels, monthly income, occupation, and marital status) to the customers’perception of recognitions.The paper is divided into three major parts, the first major division for the firstand two chapters. The first chapter is the introduction, mainly to explain the researchbackground and purpose, the research values and significances, research objects andscopes, the text innovates, the research methods and processes; the second chapteris related to literature review, mainly through, the study of the domestics brands’conclusion,“Two Girls” brand market status and some descriptions of customer’srecognition, the researching of the review of the customer’s recognition relationshipand the research review of the customer’s recognition in the field of psychology,communication.The second part contains the third, fourth, five chapters. The third chapter asthe research design including research framework, research assumptions, thevariables’ operational definition and measurement, questionnaires design, recoveryof the questionnaires; The fourth chapter data analysis, firstly, descriptive analysis ofthe data, and then followed by the make use of the statistical software SPSS18.0collected from data the questionnaire were statistically analyzed; Results of dataanalysis to describe the “Two Girls” core brand value and customer’s recognition andloyalty, and using one-way ANOVA analysis, factor analysis, reliability of analysis andregression analysis and other methods to processing data and testing hypotheses. The last part of the paper is the fifth chapter which is the conclusion andthinking, this research paper has a breakthrough update in the theory part,previously scholars based on the theory proposed brand=loyalty, continue torecognition=loyalty the theoretical reasoning process new discoveries, and also in theterms of empirical data has been verified. The research provides some referencevalues in the academic can be used for subsequent research of the literature andsupported assumptions. The researcher suggest that trust theory is used to explainthe process as a bridge between customer’s recognition and loyalty, and the differentstages of the identity of the consumer marketing to strengthen targeted, the finallypart of the theoretical and operational recommendations for future research.