Study On Brand Positioning For Quanyangquan Based On Consumer Behavior

With the development of market,the needs of customers keep changing.Brand has become an important factor affecting consumer behavior.This paper used the research methods that combine the theory of the consumer behavior and the brand positions,discuss on brand positioning based on consumer behavior,it's a great reference value for the practice of enterprise brand positioning.In order to study the brand positioning of consumer behavior,this article mainly takes the Quan Yangquan brand as an example.This paper firstly summarizes the related research on consumer behavior and brand positioning of the existing,and analyzes the status and problems of Quan Yangquan brand positioning.This paper analyzes the influencing factors of Quan Yangquan brand through prospect theory,similarity prospect theory and herd theory.Finally,the Quan Yangquan brand positioning scheme based on consumer behavior is given.The main innovations of this paper are:(1)Analysis of The cross mode between consumer behavior and brand positioning theory.(2)Puts forward the idea of brand positioning based on consumer behavior.