A Study on the Brand Image of Liquor E-Commerce Enterprises–A Case Study of Shantou Z

Abstract

At present, the product homogenization of the liquor industry is getting more serious. With the development of the globalization of the market, there are more and more alternatives to the liquor, and the liquor market is gradually shrinking. In order to make liquor e-commerce companies invincible in the fierce competition, they must actively shape their brand image, increase brand awareness, and occupy more market share. This article establishes the brand image of Shantou Liquor E-commerce Company Z in Guangdong, establishes relevant theoretical assumptions, designs a questionnaire based on Bell brand image model related factors, and uses SPSS statistical software to summarize and analyze the questionnaire data. Through descriptive analysis and factor analysis, reliability analysis, analysis of variance, and regression analysis, it is concluded that the brand image can be quickly shaped through the dimensions of brand vitality, brand culture, and brand awareness. This has served as a reference for other liquor e-commerce companies to build their brand image.