云烟品牌形象构成维度研究

Study on Component Dimension of Yunyan Brand Image

以云烟四大系列产品为研究对象,对云烟消费者进行问卷调查,采用SPSS 22.0软件对云烟品牌形象影响因子进行探索性研究.结果表明,顾客形象、企业形象、产品形象是构成云烟品牌形象的主要因素,符号形象、服务形象以及个性形象作为次要因素同时对品牌形象产生影响作用.6个维度共同构成云烟品牌形象,并针对烟草品牌形象6个方面的构成维度提出相应建议.

Taking the four series of Yunyan products as the study objective,consumer questionnaire surveys are made and the effective factors on Yunyan brand image are studied by SPSS 22.0 software analysis.The results indicate that the major factor,image of custom-er,enterprise and product and the secondary factor,the image of symbol,service and personality are simultaneously effecting on the construction of Yunyan brand image.The corresponding suggestions are put forward based on the above six dimensions constituting the Yunyan brand image.