Research On The Influence Mechanism Of China’s High-speed Railway Brand Equity On National Brand Image

With the background of economic globalization,product homogeneity and simplified access to resources,competition of product and service among enterprises has been turned to a higher level of brand competition.Equipped a strong brand has become the source of competitiveness of enterprises.The enterprises will create a certain reputation brand and promote the vigorous development of the whole industry that can enhance the national brand image to lay a solid foundation by the sustainable development.The China’s high-speed railway is the advantageous materialized or aggregation of the China’s railway transportation industry which is the supporter of the core competitiveness in the fierce domestic transport market and also it constitutes an epitome of the rapid development of economy Chinese.The initially established industry brand,has been gone through the period how identify the key to brand building,make an important the image of Chinese made for the output of China’s high-speed railway products and projects with unified planning and design to achieve the development of industrial brand.How to shape the national brand image through the competitiveness and value-added of China’s high-speed railway brand equity has become the research purpose of this article.This paper puts forward the main constituent dimension of China’s high-speed railway brand equity,constructs the model of the impact mechanism of China’s high-speed railway brand equity on national brand image,and makes an empirical research to test the model through the investigation of overseas Chinese passenger with high-speed railway based on the research results of brand equity and railway brands.The research shows that the main dimensions of China’s high-speed railway brand equity include brand cognition/association,perceived quality and brand loyalty three aspects.China’s high-speed railway brand equity have a positive impact on China’s national brand image,perceive the advantages of high-speed railway and national attention in China’s high-speed railway brand equity on the impact of China’s national brand image has a positive regulatory role.This study proposes the influence mechanism to construct the China’s high-speed railway dimension of brand equity and its influence on China’s national brand image,confirmed the important value of strengthening the construction of China’s high-speed railway brand to enhance the national brand image,and provides the relevant countermeasures for the construction of China’s national brand image.