Research On Consumer Purchase Intention Optimization Of M Company Based On Customer Perceived Value

China’s home appliances industry started during the 1980 s and 1990 s,after a period of rapid development,the industry competition has changed from price-oriented to value-oriented,and it has gradually become more mature.With the economic development,people’s consumption level is increasing,the pursuit of quality life has raised the requirements of consumers for home environment,promoting the development of home appliances in the segmented field.The COVID-19 epidemic makes consumers stay at home longer,the impact of home appliances on the quality of life is increasingly prominently,thus consumers will consider more influencing factors and raise higher requirements for home appliances,which has brought challenges and new development opportunities for the home appliances industry.This paper takes M company as its target research object,which produces and sales home laundry appliances.The paper does analysis of the internal company situation and external competitive environment of M Company by doing literature research and using SWOT tools.From the perspective of consumers and combined with SOR Consumer Behavior Theory and Customer Perceived Value Theory,the internal consumer interviews are organized and questionnaires are designed to study the relationship between influencing factors,customer perceived value and purchase intention from three dimensions: product,brand perception and after-sales service.By sorting out and analyzing the questionnaire data,the problems existing in the influencing purchase intention of M company’s consumers are specifically manifested in the product’s failure to meet consumers’ needs,solidification of brand image and lack of stability of after-sales service quality.Through learning consumer behavior theories,the advanced domestic and international academic research results,this paper puts forward an optimization proposal for M Company to enhance the perceived value of customers and increase consumers’ purchase intention.Products are optimized by refining the market research,launching customization services,developing crossover products and also enriching the product functions.The brand image upgrade is accelerated by creating brand IP,promoting category-wide marketing and strengthening digital marketing.Finally,aftersales services are improved by using a sound talent training system,perfecting standard service processes,improving parts management and optimizing feedback mechanisms.This paper proposes specific plans from three perspectives including product,brand perception and after-sales service to improve customer perceived value and increase consumers’ purchase intention,thus help M Company to expand its market share.The research of this paper is also expected to provide beneficial insights and references for the design of strategies for home appliances enterprises to increase consumers’ purchase intention.