Research on the Brand Image and Positioning of China Automobile Market Based on Correspondence Analysis

Correspondence Analysis (CA) is a multivariate statistical analysis method, with the core objective of analyzing the correlation between two or more categorical variables and visualizing low-dimensional space through a two-dimensional plane. This paper employs the correspondence analysis method to study the brand image and positioning in the China automobile market. The China automobile market has shifted from incremental competition to stock competition and undergone profound transformations in electrification and intelligence. A clear and differentiated brand image has become the key to building core competitiveness for automakers. The data for this study are based on questionnaire surveys of 1,500 potential car buyers, collecting association data between 14 mainstream automobile brands and 11 core brand image attributes in the form of a contingency table. Leveraging the above data, the study applies correspondence analysis to conduct an in-depth exploration of the image perception structure and competitive landscape of major brands in the China automobile market. The results of the correspondence analysis provide scientific data support and decision-making basis for optimizing brand positioning, formulating differentiation strategies, and developing market entry strategies for China automobile brands.