An Empirical Study On The Brand Image Of The Private Entity Bookstores In China

China has been entered into the second year of the 13 th Five-Year Plan for Economic and Social Development.With the supply-side structural reform deepening,the results of the reform gradually emerged.China’s economy grows with steady steps,a substantial increase in per ca-pita disposable income,which has been moving forward towards to complete the process of building a moderately well-off society in all aspects in 2020 Goal.However,with the further integration of China’s economy and the world economy,China’s enterprises face unprecedented competition,brand image as a reflection of the comprehensive strength of enterprises,to help enterprises win the survival and development play an increasingly important role,Private entities bookstore as the representative of the retail enterprises in the performance is particularly prominent at the same time,spread to private entity bookstore "Collapse time" has not passed yet.China’s private entity bookstores are still facing "internal and external" trials and tribulations: on the one hand,facing the cost of the rent,manpower,operating costs increased year by year,business model transformation and upgrading is becoming imminent;the other hand,facing the competition of online bookstore,which has lower cost than entity bookstore.At the same time,the consumer groups have changed a lot,which have put more and more emphasis on the uniqueness and value.On this background,the profits of the entity bookstores shrank a lot.Although the government has taken action on abatement of tax and provide financial support,but the real successful transition depends on their own "Hematologist" ability,and brand image is the key point to its success.Based on the above research background,this paper puts forward the brand image shaping of private entity bookstore based on the analysis of the basic concept of brand image of private entity bookstore,the combing of brand image development,the review of brand factor theory and the review of retail brand image.This paper chooses the representative Sicilian bookstore as a research sample,and makes an empirical study on its brand image through themethod of discussion,interview,questionnaires and participatory observation.By the methods above,we collected first-hand information,and combined with the use of Spss software for analysis and other scientific methods,draw the following conclusions: the scope of this survey,the age,occupation significantly influence cognitive consumers of private entity bookstore brand image;in the image of the company,consumer image,product image,service image / consumer relationship image dimensions on the formation of consumer brand associations play an important role.Through the study on the conclusions of the analysis,we think that the private entity bookstore can enhance its brand image in the following aspects: accurate positioning system,dynamic enhanced awareness of market competition;actively integrate into the local culture,to enhance consumer satisfaction;pay attention to the use of soft attributes,and seek the emotional response of consumers;improve product quality,reasonable layout,product display pay attention to the experience;value promotion,enhance cultural activities planning and creative;plastic consumption image,enhance consumer identity;strengthen brand communication,focus on membership management.It is expected to have some reference value and practical significance for the transformation and upgrading of the brand image of the private bookstores in china.