Research On The West Lake Lion Peaklongjing Brand Image On Consumer Purchase Behavior

With the continuous development of economy,market supply and demand model has undergone earth-shaking changes.Market from a seller’s market to a buyer’s market pattern of evolution,the customer oriented marketing era has come,today’s enterprise facing the fierce competition degree increasing.Every year in China,tea production is very big,the tea industry is a pillar industry in many major tea even,but because of the many tea area exists the problem on the operation and management mode,cause now the brand is much,but WuZhiZhu brand status.Pillar brands of missing makes now the tea in China times a "variety,a famous tea,no brand" of the era of "no name" famous,unable to compete with others in the international.As a tourist city of hangzhou,with tens of thousands of visitors every year,the prosperity of the tourism market promotes the consumption of tea market,especially the consumption led to the west lake longjing tea,the west lake longjing with lion,dragon,cloud,tiger,mei,so this paper choose zhejiang longjing tea group lion peak as the main research object,through research of brand image,to build theoretical model for the brand image of the key factors shaping path,will theory into practice,for such inject new vitality to carry forward the traditional culture of the old brand,corporate branding for our traditional tea industry to provide certain reference.In this paper,by developing a questionnaire to research of longjing tourists buy lion peak,the first to buy the lion peak longjing basic statistical analyses of consumers,found that visitors to buy tea in aspects such as gender,age,education level and occupation have different characteristics.Using factor analysis,then the influence consumers to purchase the lion peak longjing three influence factors,and to buy tea to statistical analysis of consumer behavior,found that buy tea USES the most is the drink,and most consideration is the price,purchase channels is one of the most specialty shops,followed by the Internet.So the lion peak longjing to enhance their brand competitiveness and promote consumer buying behavior,should use,price and sales channels and so on into consideration.Finally to corporate social image,product image,service image as three big impact factor regression analysis,found the social image,product image and service image have a positive impact on consumer purchase behavior,and product image impact strength is greater than the service image,while the impact strength is the smallest social image.So if you want to improve consumer buying behavior,should from promote the enterprise product image,improve service image and social image.