Research on influence of suppliers´ ability and reputation on brand building of civil aircraft

In order to study the influence of abilities of suppliers and different dimensions of reputation on civil aircraft brand capability, influence and performance, we took the domestic commercial enterprises as investigation object and conceptual model is established. Then, questionnaire survey was conducted to the civil aircraft manufacturing enterprise, using the statistical software SPSS13.0 and Lisrel 8.70 to establish structural equation model. Results show that in the civil aircraft manufacturing industry market, suppliers´ ability and suppliers´ reputation has a direct and significant positive effect on brand capability and brand influence, brand capability and brand influence has a direct and significant positive effect on brand performance.