Research On Brand Positioning Strategy Based On Consumer Cognition

With growing of the consumers’ position among the market players, companies began to pay attention to the needs of target consumers, make target consumer demand the starting point, and re-positioning their products in order to meet the individual needs of diverse consumers. With the development of society, the consumers not only pursue value of the product itself, also want to get the psychological satisfaction in the shopping process. Therefore, companies need to focus further expanded from the product attributes to consumers’ psychological needs, and product brand building is an important way to meet the psychological needs of consumers. The primary task of brand to is to have a clearer brand positioning. Due to the different consumers’ awareness, brand positioning strategy is also correspondingly different. Therefore, from the perspective of consumer awareness, this thesis will study on brand positioning strategy based on consumer awareness, which is useful for scientific brand positioning.The thesis used literature analysis method to summarize and analyze the relevant literature about consumer awareness and brand positioning. From the perspective of consumer perceived value elements, elements of consumer demand, experience elements, elements of consumer groups and cultural elements, the thesis analyzed main elements that should be considered about the brand positioning based on the perspective of consumer awareness. According this, the thesis proposed brand positioning strategy based on consumer awareness based on the principle of lower consumer perceptions perspective of brand positioning, processes, methods and security mechanism.Finally, with the one-way street bookstore example, the thesis used survey research and case analysis to analyze the one-way street bookstore brand positioning process, methods and security mechanism deeply, and proposed the effects achieved and its main problems about one-way street bookstore brand positioning in the current. Meanwhile, for the existing problems, we put forward one way street bookstore brand positioning. The main work and innovations of this paper are:(1) The main concern of the Existing researches is the impact of consumer awareness of the brand positioning, and methods used are mainly some empirical studies classes. Even if there are some scholars using case studies selected mainly some manufacturing enterprises brand positioning cases.These studies make an important reference role for the brand positioning, but they did not proposed the brand positioning strategy a-mainly for the specific culture products like bookstore. Therefore, the thesis took a one-way street bookstore brand positioning for an example to study on a process and method of brand positioning for one-way street bookstore. That will have important reference value in the process of brand positioning for the same enterprises even service enterprises.(2) According to the theory of brand positioning such as brand equity theory and STP theory and consumer awareness connotation, features and processes, the thesis analyzed and summarized the elements of brand positioning including consumer perceived value, consumer demand, experience, consumer groups, culture etc.. It laid the foundation for scientific brand positioning.(3) After clearing brand positioning element on the basis of consumer awareness, the thesis organized the principle, the process and the approach of the brand positioning based on consumer awareness. Moreover, the thesis proposed mechanisms to protect brand positioning from three perspectives of the organizational security, resource protection and operating system security, and it will provide theoretical guidance for similar enterprises about brand positioning.(4) The thesis took one way street bookstore for an example to analyze the status,process, method and the corresponding safeguard mechanism of the one-way street bookstore brand positioning, and summarize the effect achieved after the current one-way street bookstore brand re-positioning brand. Also, this thesis found the lack of one-way street bookstore brand positioning remain because of poor degree of brand differentiation,lack of emotional communication platform and less consumers experience. Based on the lack of brand positioning,the thesis put forward concrete strategies of one-way street bookstore brand positioning, which can provide a reference for brand positioning of a one way street bookstore and similar bookstores.