Research On Measurement And Management Strategy Of Yaomazi Brand Equity Based On Customer Perspective

In the modern market competition,the brand embodies the strong value in the marketing practice and gradually becomes a new form and method of competition.As brand value depends on brand equity,it is the only way for every enterprise to develop and grow by taking brand equity as the research object,optimizing brand equity and improving its value in an all-round way.As a new field of seasoning industry in recent years,Tengjiao oil's rapid development determines the cruel market competition,and brand is an effective weapon to lead enterprises to win the competition,which is of great significance to the development of enterprises.The abundant research results of brand equity provide strong guidance for the work of this paper.First of all,by combing the relevant literature and comparing the measurement models,the BAV model is selected as the measurement model of this paper.Secondly,on the basis of interviews with the management and consumers,the main problems of the enterprise are sorted out.Finally,four major competitors are selected as reference points,and the mature brand equity scales at home and abroad are used for reference to prepare questionnaires,and the software is used for factor analysis and other data analysis work,so as to clearly grasp the total brand equity status of sample enterprises and the brand equity status of different markets in Meishan and Chengdu,and respectively draw the total brand equity and the brand equity moment of different regions Array.After measurement and analysis,yaomazi brand equity overall performance is good,in the market leader position.In the regional measurement,yaomazi is the market leader with strong performance in Meishan,the base camp,while in Chengdu,yaomazi is a new brand with obvious weakening of brand strength and brand position.According to the research results,this paper puts forward different management and development ideas for the brand equity performance of yaomazi in different market regions,and puts forward corresponding solutions for a series of problems such as low visibility and less loyal customers in the local and foreign regions,which provides reference for the enterprise to effectively improve the brand equity value and establish a strong brand in the future.Due to the limitations of the study,this paper does not conduct a long-term follow-up study on brand equity,which may have dynamic changes,which also points out the direction for further research in the future.