The Study Of Car Brand Positioning Models In The Perspective Of Consumer's Self-construal

As a concept frequently appeared in the field of psychology in recent years,self-construal refers to a type of self-cognition,which involves specifically how the individuals understand the relationship between themselves and others.According to the relevant theories of information processing psychology(a.k.a.cognitive psychology),consumers with different self-construals possess different means of information processing(or cognitive patterns),which further exerts an effect on brand positioning.Therefore,there must be certain connections between self-construal and brand positioning.The rise of “Internet+automobile” mode accelerates the “butt joint” between various information flows in automobile industry and consumers.In this process,the problem how the consumers treat and deal with car brand information is of vital importance to whether or not the automobile enterprises can achieve effective brand positioning.This thesis holds that it serves certain theoretical and practical significance to probe into the car brand positioning models from the perspective of consumer's self-construal,combined with relevant theories of brand information.The research contents of this thesis consist of two parts:(1)Research on the car brand positioning models.Based on the consumer's cognitive theory,the author conducts questionnaire surveys and field visits to 210 consumers by means of psychological projection,depicts the consumer's automotive mental map through data collection and analysis,and then proposes the basic models for car brand positioning(category,price,experience,lifestyle).(2)The influence of the interaction between self-construal and brand information on brand positioning.In this thesis,the author firstly puts forward the research hypothesis and establishes the research model through the analysis of the relationship between self-construal,consumer's cognition and brand information.On this basis,the author conducts questionnaire surveys to 409 consumers,and makes an empirical analysis of the survey data by applying SPSS 21.0,EXCEL and other data analysis software to verify the research hypothesis.According to the result,the interaction between self-construal and brand information(information attribute)has a significant influence on brand positioning,among which,in the context of functional information,it is easier for interdependent self-construal to form preferable brand positioning than independent self-construal;while in the context of edge information,the result is just the contrary.This thesis,through the analysis of such theories as self-construal and brand positioning,proposes the consumer's automotive mental map,establishes the basic models for car brand positioning,and discusses the influence of self-construal on brand positioning.The conclusion of the study provides theoretical reference and practical guidance for automobile enterprises to analyze the consumer's cognitive rules of car brands on the basis of their mental resources,and implement effective and targeted brand positioning.