Research On Brand Promotion Strategy Of BJ Chain System Under The Perspective Of Utility Theory

Since the second half of the twentieth Century, human material productivitygained hitherto unknown progress and the commodity economy is increasinglydeveloped. Therefore, it has become normality that the commercial marketcompetition. The franchise business model appeared for the rat race. The franchisinghas become China’s mainstream form of business organization and operation mode upto now.But it is a serious problem that instability of franchise system and theephemerality of franchise enterprises according to the result of relevant marketinvestigation and research. There are plenty of other reasons which the failure of thefranchising enterprises deal with brand management is a important aspects. In thisarticle, we will study the promotion strategy for the power of brand based on BJfranchising company through the research method of literature and substantiation.In this study, we will see the franchise project as consumption goods meet for thefranchisee invest need and the franchisee is consumer. Then we found the alliancebusiness for BJ franchise is risk-averse consumers, and we point out their corerequirements after the analysis of its behavior in the perspective of utility theory. Weput forward four hypotheses as the composition of BJ brand strategy and establish theresearch model based on the actual business situation and franchisee corerequirements. Further more, the hypotheses been verified after the empirical research.On the basis of above, the four-dimensional feasibility of proposed strategy about thepromotion of BJ brand power would be raised as the study conclusion by themarketing mix tool of4Rs.The process and results of this study could promote the interest for theoreticalresearch and the improvement for brand management of enterprises.