Research On The Household Appliance's Brand Quality Basing On The Consumer's Effectiveness

With the fast development in the past more than 20 years, Chinese household appliance profession has taken the certain position in the global household appliance profession. Some household appliance enterprises have owned international competitive ability. They weed through the old to bring forth the new constantly and create many a miracles. However, with more and more household appliance enterprises creating brand, developing brand and managing brand, a lot of problems that include product quality, post--sale service expose gradually. Then affect consumer's effectiveness seriously and lower consumer's degree of satisfaction.Profit is the final aim for an enterprise. However, if an enterprise wants to get profit, it must guarantee that the product quality should be got the approval. Especially for the enterprises that manage their original brands, brand quality is their basis. The essay gives the definition that brand quality has more connotation than product quality with basing on consumer's effectiveness and satisfaction. Moreover, the aim is that finds out brand quality factors that consumers concern about when they choose household appliance, and puts forward relevant promotion strategy of brand quality.The essay gives the statement about domestic and foreign research current state and points out that there are a few scholars have research about brand quality from consumer's angle through adopting the methods that include questionnaire investigation, analysis of amount and nature, deep interview, compared analysis. Then puts forward the definition of brand quality creatively and gives the definition of brand quality according to the definition of brand. In addition, defines that household appliance's consumption is high participation then puts forward the brand and consumer's interactive model on the basing of theories about consumer's satisfaction, psychology and action. Moreover, obtains the relationship among consumer's effectiveness and brand quality and price through the economics analysis. At the same time, obtains that consumers pay attention to the factors of brand quality when they choose brand produce of household appliance through the analysis of questionnaire investigation's feedback information. Finally, puts forward the advice about promotion strategy of brand quality basing on the consumer's effectiveness.Creation of the essay is the new definition of brand quality and its statement of meaning. Moreover, finds out the brand quality factors that affect consumer's effectiveness through the economics analysis and the analysis of questionnaire investigation's feedback information. In addition, puts forward the relevant advice with aiming at these factors.If domestic household appliance enterprises want to win in the fierce market competition, they must treat brand quality from consumer's angle; aim at the key factors that consumers concern about when they choose household appliance's brand; set up rational brand strategy; satisfy consumer's effectiveness value; let consumers feel satisfied. Then improve brand's approval and credibility in consumer's mind.