本文通过消费者调查问卷,运用机制分析与模型检验相结合的研究方法考察自有品牌策略的决策机制、消费者购买意愿与自有品牌策略决策内容间的因果关系,据此提出基于不同产品类型的我国自有品牌实施策略。研究结论显示:除电器类产品促销与感知质量、服装类和清洁类产品价格与购买意愿之间显现出负相关关系外,电器类、服装类、清洁用品类和饮料类自有品牌的价格、包装、促销、广告投入与感知质量之间,感知质量和价格与购买意愿之间均存在正相关关系。 This paper investigates the causal relationship between decision-making mechanism of self-owned brand strategy, consumer purchase intention and decision-making content of self-owned brand strategy by means of consumer questionnaire and research methods combining mechanism analysis and model test. Based on this, Of our own brand implementation strategy. The conclusions of the research show that the prices of electrical appliances, apparel, cleaning products and beverage-owned brands are negatively correlated with the promotion and perceived quality of electrical appliances, the prices of apparel and cleaning products, and the purchase intention. There is a positive correlation between packaging, promotion, advertising investment and perceived quality, perceived quality and price and willingness to buy.