자동차 브랜드 플래그쉽 스토어의 아이덴티티 형성에 관한 연구 - 중국 상하이 지역을 중심으로 -

Abstract

(Background and Purpose) Since the 21st century, China has become the world's largest new car market. Shanghai, which the number of car purchases reached 736,782, became the largest auto sales market in China. As the number of car brands increases, so does the competition among brands. By observing these market trends, it is particularly important to strengthen the brand identity. Therefore, this study shows the correlation between the spatial components of the automobile flag stores and the brand attributes through the Chinese consumers 'cognition of the world's representative automobile brands. The purpose of this study is to understand the impact of the spatial components of the automobile flagship stores on the brand image formation, to find the spatial components to improve the brand awareness, and to build a more distinctive brand image. (Method) A questionnaire survey was conducted on the flag store space components and brand logo representative vocabulary of the top five automobile brands in China released in 2020. Chinese consumer groups aged 25-35 years was the questionnaire object and they completed the questionnaire in two times . Through the results of the two batches of questionnaires, the positive influence of the components of automobile space on the formation of brand image is confirmed. Subsequently, the correlation between brand identity and spatial components was verified through correlation analysis and regression analysis, and the specific main spatial components affecting the formation of brand identity were identified. (Results) The analysis results show that the flagship store space elements of Mercedes-Benz, Toyota, Volkswagen and BMW all show a positive tendency to the brand logo. Mercedes-Benz was the most obvious, with Porsche slightly weaker. The relevant analysis results confirm that the spatial components of the Mercedes-Benz brand are strongly correlated with the brand identity. In addition, through the regression analysis, the spatial components that have a great impact on the formation of the brand image are the facade space, signs , consultation space and service space. (Conclusions) As a connection between enterprises and consumers, the automobile flagship store is an important carrier to convey the brand identity. This study confirms that the space components that form the automobile brand identity are facade space, sign space, consulting space, and service space. It’s necessary to improve the design of these spaces, so that consumers can have a more differentiated experience, and build a more distinctive brand identity. Based on this background, it is necessary to study the identity formation of automobile brand flagship stores, hoping to inspire the brand space design of automobile flagship stores in the future.