Anshan South Fruit Pear Beverage Brand Image Shaping And Dissemination Study

Facing the fierce market competition in the21st century, Brand Image becomes more andmore important. In enterprises of our country, the brand consciousness of large enterprisesawakened earlier. They adopted the advanced ideas of brand management in foreign enterprises,and provided valuable experiences and lessons for small and medium-sized enterprises. In thecomplex competitive environment, to a certain extent, Brand Image reflects the ability of survivaland development of the enterprise. Therefore, it is a major issue for enterprises to establish andmaintain the good brand image by the integrated resource, and it is important for enterprises todisplay the brand image effectively through reasonable and effective ways of transmission toconsumers.Under the background of brand competition, enterprises should examine the function ofbrand from the perspective of consumers and enterprises in the competition. Standing in the angleof consumer, the brand image indirectly affects the consumer’s behavior. The brand consumptioncan reduce the risk of consumer’s shopping; Standing in the angle of enterprise, the good brandimage can be converted into strong brand assets of enterprises. In addition, the brand image canlay a good foundation for the brand extension. From the two points, establishing and spreadingbrand image becomes more and more important.In the consumer market, people’s demand becomes more and more abundant, and thenmany enterprises turn the sight to juice beverage market besides orange juice, peach juice to findopportunity, such as pomegranate juice beverage, ginseng fruit juice, pear juice. However, winnersare poor in the development process of many new brand. Under the market background, it is not agood opportunity for the appearance an’shan south fruit pear beverage. It keeps surviving aboutthree months in the market. Based on the failure case of Anshan South Fruit Pear Beverage, firstlyanalyzes brand birth of the South Fruit Pear process; Secondly, in view of the failure case of thebrand operation of Southern Fruit Pear. The paper points out that the reason that brand operationfailed is the sculpturing and spreading brand image. There are many disadvantages in the processof the sculpturing and spreading. Thirdly, in view of the mistakes in the process of brand operation,the paper puts forward the suggestion for sculpturing brand image of South Fruit PearBeverage.Finally, the paper puts forward some countermeasures for the spreading of the SouthFruit Pear Beverage brand image.The paper mainly adopts the research methods of literature synthesis, market research andcase analysis. The literature analysis method mainly refers to the collection, identification,finishing documents. Brand Image based on the research of the literature and the data of AnshanSouth Fruit Pear Beverage market operation. On the basis of data analysis of literatures andexperiences of Anshan South Fruit Pear Beverage and the situation of the theory of Brand Imageresearch in our country, the paper acquires more brace. Survey method is a way of collecting data in the field of Social Science. The author designs the questionnaire for the survey, and interviewssome supervisors of the enterprise. the author chooses200students and200ordinary consumers inAnshan, and analyzes the data of survey to provide important materials. Case analysis refers to anindividual, a group of people or an organization for more in-depth research. The survey is amethod to reveal the universality and regularity by observating, analyzing and summarizing,.Based on the research of Anshan South Fruit Pear Beverage brand image, the paper not onlyanalyzes the present situation as a whole and problems of the brand image, but also analyzes thesuccessful experiences of other beverage brands in the market. All the materiels can increasespersuasiveness for the paper.