Milk Brand Health Degree Of The Evaluation

Since the “melamine” incident of Sanlu milk powder in 2008, our country had strength the regulation of dairy industry, but the negative events of dairy quality continuous sometimes. And with the strong invasion of foreign brands in China’s milk market, the brands of domestic milk are tending to be weak. While, as the core competitiveness of an enterprise, the brand’s health or not will directly related to the vital interests of enterprises and consumers. But at present, the theoretical study on brand health in domestic is so less, and the research on the theory of milk brand health is still blank.With the continuous differentiation in the market, the assessment index of different products in different industries may not the same. This paper is mainly from the consumer point of view and choose Kunming milk market as an example, then we have combined marketing and health knowledge to construct the index system of milk brand health. Using the reliability analysis, validity analysis and the first-order CFA we verified the index system we construct is scientific and operable that the actual data we survey can match it well. On this basis, we give weights to the various elements by expert scoring method and AHP method. Finally, we obtain the measurement formula of milk brand health degree. In addition, combining the application of SEM, we investigate the influencing mechanism between the dimensions of milk brand health in this paper, aims to help management can maintain brand reasonable.The main conclusions of this study are:1. Whether from the reliability analysis and validity analysis of the scale or first-order CFA, or the fitting results of the milk brand health path model, the index system of milk brand health we construct is more reasonable and more practical.2. On the basis we verified the actual data can match the brand health index well, then we use the analytic hierarchy process and get the function of milkbrand health as follow. Compared with the previous artificial brand health function, this measurement method is more reasonable and easier to intuitively understand the proportion of each dimension of brand health.BH=44.74%QUALITY+41.29%EQUITY+13.79%PRICE 3. In addition to put forward a set of method to measure the brand health reasonable, we also have a found in the path analysis between each index of brand health. For brand managers, the product quality in the eyes of consumers directly affects brand equality and brand premium ability.Therefore, the key to maintain and improve brand health for brand managers is how to enhance consumer’s trust on product quality.