The Empirical Research Of Industrial Brand Equity Building Ways

Industrial market is a very huge market, along with the economic globalization process is accelerated, the brand competition among countries is becoming more and more intense.As an important driving force of industrial development, industrial brand has received more and more attention of the academic circles both home and abroad. But few scholars to study the situation in China, to explore attribute the problem the main reason is the long-term impact of the economic system of our country. Similar to the consumer market, the brand assets in the industrial market competition is also a key driving force. Compared with the rich academic research on consumer brand management, although there are a lot of scholars have tried to find out the relationship between these variables,the research is very scarce in the industrial market.Since the beginning of the 20 th century,the marketing academia have launched the industry brand research from the different views,acquired comparative system and abundant research results.The concept of brand equity affects our country is in the early 90 s, then also aroused the interest of a large number of academician,but the existing research is more of in the consumer market, the study of industrial brand equity stay only at the macro level. Similar to the consumer market, the brand assets in the industrial market competition is also a key driving force. Industrial buyers are more willing to pay higher prices to buy relatively strong brand value products.And research that brand equity is a basic factor to establish relations between the seller and the buyer.How to promote China’s industrial brand market competitiveness by controlling and managing the marketing combination is very important in the industry market.The study can help industrial enterprises better understand the marketing mix factors conducive to build brand equity dimensions, help to improve the company’s market competitiveness and increase the enterprise’s financial performance.Summarized the industry brand equity has three dimensions: brand awareness with associations,perceived quality and brand loyalty.By analyzing the difference between the industrial market and consumer market,summarized industrial buyers focused four marketing-mix efforts.Then hypothesized the model of marketing-mix efforts and dimensions of industry brand equity.Meantime using empirical research method validate the correlation of the model.Such viewpoints were concluded to the study:The total effect analysis aggregates the direct effect between a marketing-mix effort(channel performance,value-oriented price, promotion, and after-sales service)and a brand equity dimension.Onthe whole,brand awareness with associations is most influenced by promotion, perceived quality by after-sales service,brand loyalty by channel performance.In the process of the construction of industrial brand equity,relative to the other factors in the marketing-mix, the effects of perceived value is relatively small.Dimensions of brand equity mainly consist of perceived quality, brand awareness/brand association, brand loyalty, which is consistent with the brand equity research results in the consumer market. And they are positively affect the overall value of industry brand equity.On the whole, brand loyalty has strong impact on the overall value of brand equity than perceived quality and brand awareness with associations.The test results show that all the marketing-mix efforts positively affect the overall value of brand equity,and the effect of after-sales service is most.