CBBE模型下的国货品牌形象构建策略研究
Research on the Strategy of Domestic Brand Image Construction under CBBE Model

近年来，国家出台了一系列政策支持国货品牌发展，许多国货品牌的市场表现都愈加出色，众多中小企业的国货品牌也不断涌现。尽管国货品牌如今进步迅速，但其总体在品牌口碑上的表现还有待提高。制定一个好的品牌形象构建策略对于提升国货品牌的市场竞争力有着重要作用，能够使品牌营销更有效，扩大品牌影响力。本文基于CBBE模型，结合品牌形象领域相关的研究，通过文献回顾以及案例分析对标杆国货品牌的形象构建策略进行研究，为国货品牌提升品牌形象提供参考。
In recent years, the Chinese government has issued a series of policies to support the development of domestic brands. Many domestic brands have shown increasingly excellent market performance, and numerous domestic brands of small and medium-sized enterprises have also emerged. Although domestic brands have made rapid progress nowadays, their overall performance in brand reputation still needs to be improved. Developing a good brand image construction strategy plays an important role in enhancing the market competitiveness of domestic brands, enabling more effective brand marketing and expanding brand influence. Based on the CBBE model and combined with relevant research in the field of brand image, this article studies the image construction strategies of benchmark domestic brands through literature review and case analysis, providing references for domestic brands to enhance their brand images.