冷鲜肉品牌建设要素研究——基于消费者视角的分析

通过消费者问卷调查，对冷鲜肉品牌建设要素假设进行了检验，结果表明：4大因素13＋-指标，即质量满意度（外观形象、品种标志、质量标志、口感风味），品牌联想美誉度（品牌信用度、品牌联想效果、企业责任感水平、品牌关誉度），品牌知名度（未提及知名度、提及知名度、市场占有率）和营销水平（价格适中度、专柜／专店销售水平），与冷鲜r8品牌建设存在较密切关系。

Empirical Research of Brand Construction Factors of the Cold Fresh Pork from Consumer's View

This article proposes the supposition of brand construction factors of the cold fresh pork from the view of consumer, and proven it according the analysis result based on 362 cruising data. The analysis result indicated： brand construction factors of cold fresh pork system including 4 main factors and 13 small indicators. They are： degree of quality satisfaction （outward appearance, variety, quality and flavor）; reputation of brand association （brand credit, brand association effect, company＇ s responsibility and brand reputation）; brand awareness （no mention popularity, mention popularity and market share）; marketing level （moderate degree of pricing and counter / special store sale level）.