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Position: Home > Articles > An Empirical Analysis on the Brand Recognition of Dairy Products by Consumers in Beijing Contemporary Animal Husbandry 2019 (13) 51-54

北京市消费者对乳制品品牌认知的实证分析

关键词：
顾客感知价值;品牌认知;乳制品;结构方程
摘  要：
北京市居民的乳制品消费水平虽然高于全国,但仍存在人均消费量较低、消费结构单一等问题。对乳制品企业来说,北京市依旧是有较大开发潜力的市场。本文通过对大量文献进行梳理,借助前人对顾客感知价值和品牌认知的研究,将顾客感知价值分为价格、质量、功能价值和社会价值四个维度,品牌认知分解成品牌知名度与品牌信任,并建立结构方程模型。结果发现,价格、质量和功能价值对品牌认知具有正向影响,并据此提出相应的建议。
译  名：
An Empirical Analysis on the Brand Recognition of Dairy Products by Consumers in Beijing
作  者：
SONG Fan;LIU Ya-zhao;
关键词：
Customer Perceived Value;;Brand Recognition;;Dairy Products;;Structural Equation Model
摘  要：
Although the consumption level of dairy products of Beijing residents is higher than that of the whole country, there are still problems such as low per capita consumption and single consumption structure. For dairy enterprises, Beijing is still a market with great development potential. Based on a large number of literature review and previous research on customer perceived value and brand recognition, this paper divides customer perceived value into four dimensions: price, quality, functional value and social value. Brand recognition is divided into brand awareness and brand trust, and a structural equation model is established. The results show that price, quality and function value have a positive impact on brand recognition, and accordingly put forward corresponding suggestions.

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