Study On The Strategy Of Improving Geely Automobile Consumers’ Purchase Intention

The simultaneous existence of a large automobile sales country and a weak country of self-owned vehicle brands is currently the embarrassing situation of China’s auto industry.The short-handed model of low-end vehicles and the difficulty of overseas markets are two typical auto brand images,and they are also two of the development of self-owned brand automobile brands.Big dysentery.With the fierce market competition,brands are increasingly becoming a key factor in market competition.The brand impression of consumers directly determines the value of the brand and the consumer’s choice of brand.Based on the above background,this paper based on the concept of related concepts,brand impression and brand strength as two variables,put forward the model and research hypothesis.The domestic brand of automakers represented by Geely was selected to conduct brand image surveys.Through the collection and processing of data,the correctness of models and assumptions was examined.Through the verification of the research model,we come to the following conclusion: brand impression has a direct positive effect on consumers’ brand selection,but sub-variable brand quality impressions,brand price impressions and brand propagation impressions do not contribute much to brand selection;Brand strength has a direct positive effect on brand impression.Similarly,the four subvariables of brand awareness,corporate organization association,brand trust,and brand personality contribute less to brand selection.Through the above research,this paper puts forward the strategy of enhancing the intention of consumers’ buying behavior with brand impression and brand strength and the strategic guarantee of improving the purchase intention of Geely auto consumers,providing reference for consumers to improve the overall brand impression of Chinese auto industry and even Chinese manufacturing.