Research on Product Image Perception of Domestic Smartphones Based on Grounded Theory

With the rapid development of China’s mobile Internet, domestic smartphones are increasingly favored by China’s people, and their market share and influence continue to rise. Product image perception with clear consumer psychology is conducive to forming effective production and sales strategies. This study took four domestic smartphones, including Huawei, Xiaomi, vivo, and OPPO, as objects, used Python to crawl the online reviews of Jingdong Mall (https://www.jd.com/), and analyzed the product image perception of domestic smartphones based on grounded theory and semantic network analysis method. This study found that: 1) Appearance perception, performance perception, function perception, service perception, and price perception were the main categories of product image perception. There was a three-layer network structure of “core-sub-core-edge” among the categories, in which appearance and performance perception formed the core. 2) A product image perception model of “dual-core, two supplements, and one addition” that affects consumers’ potential purchase decisions was constructed to form a storyline. Among them, “dual-core” refers to appearance perception and performance perception, “two supplements” refers to function perception and price perception, and “one addition” refers to service perception. The research can provide references for brand owners to adjust product production and marketing strategies and enhance market competitiveness.