安徽白酒品牌形象提升策略研究

Research on the promotion strategy of Anhui liquor brand image

消费者视角的品牌形象是消费者对从品牌传播过程中得到的信息进行选择加工,形成的品牌认知和联想,影响和决定消费者的购买行为。安徽作为中国白酒重要的原产地,地产品牌层出不穷,但与外省大型白酒企业相比,安徽白酒缺乏影响力较大的白酒品牌,总体知名度不高。通过对364名省内外白酒消费者开展调研,发现安徽白酒品牌形象还有很大的提升空间,据此提出对策建议。

The brand image from the consumer＇s perspective is the brand recognition and awareness of the consumers＇ information obtained from the brand communication process,which influences and determines consumers＇ buying behavior. As an important origin of Chinese liquor property brands constantly emerge. Compared with other provinces and large liquor companies liquor lacks influence and visibility of liquor brands. We found that Anhui liquor brand image has the promotion space through investigation of 364 liquor consumers and put forward countermeasures and suggestions.