温州鞋业自主品牌认知度及其形象创新研究——基于全球化视角的实证分析

Research on Independent Brand Cognition and Image Innovation of Shoe Industry in Wenzhou:Empirical Analysis Based on Angle of Globalization

鞋业发展是温州经济增长的主要动力,而低价策略却使温州鞋在国际市场竞争中遭遇越来越多的挫折。在梳理国内外相关文献的基础上,本文建立了基于贝尔模型的温州鞋业国际品牌三维度理论模型。实证数据分析结果表明,温州鞋业国际品牌形象由企业形象、消费者形象和产品形象的三维结构构成,在整个品牌形象结构中产品形象的比重最大,与其他两个因素的相关性也较大。温州鞋业自主品牌的国际认知度整体上还处于比较低的水平。不同性别、不同年龄段和不同收入水平的消费者对温州鞋业的品牌认知度不同,但总体上差异并不显著。与国外同类产品品牌形象相比,两者存在着显著差异,在品牌形象的三个子形象及其具体因素上也是如此。通过上述实证分析,笔者提出了提升温州鞋业品牌国际认知度和创新品牌形象的对策与建议。

The development of the shoe industry is the main motivation of the economic growth in Wenzhou, but the low-price strategy makes it face more and more setbacks in the global market. This paper builds the triple-dimension model of the international brand of the shoe industry in Wen- zhou on the basis of the Biel Model after summarizing the existing .researches. The empirical data reveals that the international brand image of its shoe industry is constituted by enterprise image, con- sumer image and product image, while the product image takes the largest part in these three as- pects, as well as the relevance with those two. Its international brand cognition is at the lower level as a whole. The consumers with different sexes, ages and income levels show differences on it, but it＇ s not remarkable. Compared with the brand image of the overseas similar products, the remark- able difference exists, as well as in the sub-image and the brand factors. According to the analysis above, the paper proposes the countermeasures for promoting the international brand cognition and the brand image innovation of the shoe industry in Wenzhou.