川酒基于品牌形象的竞争优势实证研究

An Empirical Study of the Competitive Advantages of Sichuan Baijiu Based on Brand Image

采用半结构化问卷调研川酒品牌形象结构维度,在此基础上构建川酒基于品牌形象的竞争优势理论模型,分析川酒品牌形象的产品形象、公司形象、品牌个性与顾客满意和顾客忠诚之间的关系。基于调查问卷数据统计结果,运用AMOS结构方程分析软件,验证了各因素之间的关系以及川酒形象价值对竞争优势的影响。

A semi-structural questionnaire was used to investigate the structure dimension of Sichuan Baijiu brand image. On this basis, the the- oretical model of the competitive advantages of Sichuan Baijiu based on brand image was constructed to analyze the relationships between Si- chuan Baijiu product image, enterprise image, brand individuality and customer satisfaction and loyalty. Based on the statistical results of the questionnaire data, the relationships among these factors and the influence of brand image on the competitive advantages were verified using AMOS structural equation analysis software.