休闲食品品牌认知研究——以清江野渔为例

Research on Brand Cognition of Qingjiang Wild Fishing Snack Food

消费者对产品品牌的认知状况会直接影响其消费行为,进而影响产品的市场份额。目前清江野渔休闲食品正面临行业壁垒低、成本增加、竞争日益激烈等问题,发展陷入了瓶颈,急需进行营销策略的创新。本文基于品牌认知理论,采用市场调查和模糊综合评价方法对清江野渔的品牌认知进行定量分析,围绕分析结果,对清江野渔的营销策略提出相关对策和建议。

Consumer awareness of the product brand will directly affect their consumer behavior,thereby affecting the product market share.At present,Qingjiang wild fishing leisure food is facing low industry barriers,rising costs,increasing competition and other issues,it has encountered a bottleneck,need to carrry out marketing strategy innovation. Based on the theory of brand cognition,this article uses market research and fuzzy comprehensive evaluation method to quantitatively analyze the brand cognition of Qingjiang wild fishing,And then around the analysis results,this article put forward relevant countermeasures and suggestions.