云南老字号品牌消费者认知度研究

A Study on Consumer Recognition of Yunnan's Time-Honored Brands

运用LISREL 8.80和AMOS 22软件,采集云南省范围内1037份有效消费者样本,构建云南省消费者对云南老字号品牌认知度的一般化模型。通过模型构建,了解云南老字号品牌的消费者认知情况、品牌口碑形成的路径以及口碑形成过程中的各类影响因素。提出云南老字号品牌未来发展的营销改进建议,为云南老字号品牌的品牌建设、品牌传播、品牌认知度提升、良好口碑的建设、云南本土品牌保护以及传承中华优秀传统文化贡献力量。

By using LISREL 8.80 and AMOS 22,this paper collects1037valid consumer samples in Yunnan province to build the generalized model of Yunnan consumer recognition of Yunnan time-honored brands.Through the model construction,the consumer cognition of Yunnan time-honored brands,the path of brand word-of-mouth formation and various influencing factors in the wordof-mouth formation process can be understood.This paper puts forward the marketing improvement suggestions for the future development of Yunnan time-honored brands,thus contributing to the brand construction,brand communication,brand recognition enhancement,good reputation construction,Yunnan local brand protection and the inheritance of excellent traditional Chinese culture.