A Study On The Image Of The Haier Electrical Products In Qingdao Region

The product identification belongs to the category of corporate identity and brand identity. The product image means the whole, com- prehensive understanding and evaluations of certain products. What the product image reflects is the demand degree and satisfaction of certain products. The purpose of the study is to explore the image of electrical product in Qingdao region of Haier group.Based on document analysis, and exploring factor analysis of the preliminary questionnaire, we compile the formal questionnaire. We made use of the SPSS 11.5 for Windows to statistics, and examined the reliability and validity of the questionnaire. The conclusions indicate that:(1) Based on the cognitive process of the employee and consumer, we conclude that the product identity is not only objective reality, but also emerge from the cognitive process of interior and exterior public. The factors that affect the product to identity mainly are quality, price, communication, function and appearance. The research confirmed how these factors affect the product identification.(2) The service level of the Haier group was thought higher than other brands in Qingdao region. The main reason of numerous consumers choose Haier electrical equipment is because of its service, moreover, there is significant relations between quality, service and price.(3) There is difference of the quality evaluation of the Haier group. The interior public are satisfied with the quality mostly, the following is service, function and appearance et. But the exterior public are satisfied with the service mostly, the following are quality, function and appearance et.(4) Interior and exterior public think that the price of Haier group is higher than others at Qingdao region. There is significant difference in the main effect of income...