A Study On The Influence Of Brand Awareness And Brand Image On Consumers’ Willingness To Choose New Business In Logistics Enterprises

In recent years,with the slowdown in my country’s express market growth and the increasing competition in the express delivery industry,many express delivery companies have or prepared to open up new businesses,enter new market areas,and seek new growth space.SF Holdings is not only a pioneer of actively exploring new businesses among domestic private express companies,but also the best of them.Many new businesses they have developed have become the leaders in the market in a short period of time.Domestic courier companies are inspiring.Research reports and related academic research by many professional investment institutions believe that the SF brand has provided an important resource foundation for the success of SF new business.The SF brand established with the courier business enables many new businesses such as SF Express,Cold Transport,etc.,and can be developed smoothly.However,how the brand is the process of affecting consumers’ willingness to choose,and then helping enterprises to form an advantage in new businesses,becoming a question worth exploring.From the perspective of brand and consumers,this article uses SF company as the research object to conduct empirical research on the relationship between brand awareness and brand image and new business choice.The survey selected SF Express business as a new business,and examined consumers’ willingness to choose.The article starts from the literature review to sort out variables related to consumers,select brand awareness and brand image as an independent variable,take brand trust as an intermediary variable,and consumers’ willingness to choose for variables.Basic research model of willingness.Sort out the development process of SF,combined with the previous questionnaire content of the questionnaire,and then use the structural equation to test the model based on the data obtained by the questionnaire survey.It reveals the direct effect of brand awareness,brand image on consumer choice,and indirect effects that through brand trust on consumers’ choice of willingness to choose their willingness,reveal the process of the brand’s advantage in the brand’s advantage in new businesses.The research on this article shows that brand awareness and brand image have an important impact on the expansion of the company’s new business.The brand awareness intensity is related to the association before decision-making.At the same time,customers ’consistency of the core demands of the new business and the consistency of the customer’s awareness of the brand determines the direction and influence of the brand’s impact on the selection of customers’ new business.From this,the conclusion of the paper: When operating a new business of enterprises,the relationship between the choice of new business and the original business must be considered.Otherwise,the brand will have a negative impact on the new business,which will lead to business failure.According to this conclusion,management suggestions are made: actively use marketing methods,do a good job of building logistics enterprises’ own brand construction,and strengthen connection with the mother brand in the new business.The innovation point of this article is to extend brand research to the field of logistics services,and provide a new perspective for the expansion of the new business expansion of logistics companies.