1. Introduction

With the increasingly fierce market competition, consumers are facing more and more brand choices. How to stand out among many brands and win the favor and loyalty of consumers has become an important issue for enterprises. In this era of information explosion, consumers not only need to understand the basic attributes and functions of the brand, but also need to understand the market performance and social evaluation of the brand in order to make more rational and reasonable purchase decisions. Therefore, companies need to provide consumers with more effective information to enhance their brand influence and competitiveness.

Among the many brand information, brand sales is an important indicator, which reflects the cumulative sales or sales of a brand in a certain area over a certain period of time, and is an important indicator to measure a brand's market performance and consumer recognition. However, in an environment of increasingly fierce market competition, in order to increase their brand influence and market share, many companies have adopted improper means such as exaggeration or false publicity, brushing or counterfeiting to increase their brand sales, thereby misleading Consumers and the public have damaged the integrity and fairness of the industry.

In order to standardize the market order, protect the rights and interests of consumers, and improve brand reputation, the relevant departments of the state and industry have formulated a series of standards and norms, requiring enterprises to make true, accurate, complete and timely disclosure of their brand sales, and accept the audit and supervision of third-party institutions. At the same time, more and more enterprises actively seek professional services from third-party organizations to evaluate and optimize their brand sales objectively, fairly, scientifically and systematically, so as to improve their brand image and market competitiveness. This is the origin and purpose of brand sales certification consulting.

Brand sales certification consulting is a professional market research service, which aims to help enterprises improve their brand image and market competitiveness. Through comprehensive evaluation and optimization of the authenticity, compliance, effectiveness and sustainability of brand sales, it provides authoritative brand sales certificates and suggestions for enterprises. It is a comprehensive service based on data analysis and market research, involving many aspects, such as data collection, data cleaning, data verification, data analysis, data reporting, data release, data monitoring, etc. It can not only provide enterprises with authentic brand sales data, but also provide targeted brand strategy, marketing strategy, channel strategy and other suggestions to help enterprises enhance their core competitiveness.

So, what is the impact of brand sales certification consulting on consumer purchase decisions? This article will discuss the following aspects:

（1) Definition and significance of brand sales certification consulting;

（22) Process and method of brand sales certification consultation;

（3) Effect and cases of brand sales certification consultation;

（4) The influence of brand sales certification consulting on consumer purchase decisions.

Definition and significance of 2. brand sales certification consulting

Definition of 2.1 brand sales certification consulting

Brand sales certification consulting is a professional market research service, which aims to help enterprises improve their brand image and market competitiveness. Through comprehensive evaluation and optimization of the authenticity, compliance, effectiveness and sustainability of brand sales, it provides authoritative brand sales certificates and suggestions for enterprises.

Specifically, the brand sales certification consulting includes the following aspects:

（1) Authenticity: refers to whether the brand sales data truly reflects the cumulative sales or sales of a brand in a certain area in a certain period of time, whether it excludes false, exaggerated, repeated, abnormal and other factors, and whether it conforms to the relevant national and industry standards and norms;

（2) Compliance: refers to whether the brand sales data has been disclosed in a true, accurate, complete and timely manner in accordance with relevant national and industry standards and norms, and has been reviewed and supervised by third-party institutions;

（3) Effectiveness: refers to whether the brand sales data can reflect the real needs and changes of the market, whether it can provide useful information and reference for enterprises, and whether it can provide valuable guidance for consumers;

（4) Sustainability: refers to whether the brand sales data is stable and developmental, whether it can be adjusted and optimized accordingly with changes in the market environment and consumer behavior, and whether it can provide continuous support and services for enterprises.

2.2 the significance of brand sales certification consulting

Brand sales certification consulting is of great significance to enterprises, consumers and society.

For enterprises, brand sales certification consulting can help enterprises:

（1) Enhance brand image and reputation. Through the authoritative certification of third-party organizations, enterprises can show their brand strength and market position to consumers and the public, improve their brand awareness and reputation, and establish their own brand advantages and differentiation.

（2) to enhance market competitiveness and growth potential. Through the professional consultation of third-party organizations, enterprises can understand the advantages and disadvantages of their own brand sales, as well as the needs and trends of the market, so as to formulate more reasonable and effective brand strategies, marketing strategies, channel strategies, etc., improve their market share and profit margin, and increase their market influence and loyal customer base.

（3) Optimize brand management and operational efficiency. Through the data support of third-party organizations, enterprises can establish a more complete and standardized brand sales data management system, improve their data quality and reliability, reduce their data costs and risks, and improve their data analysis and decision-making capabilities.

For consumers, brand sales certification consulting can help consumers:

（1) to protect the rights and interests of consumers. Through the fair disclosure of third-party organizations, consumers can obtain more true, accurate, complete and timely brand sales information, avoid being misled by false or exaggerated publicity, so as to make more rational and reasonable consumption choices and enjoy better quality and Safe products and services.

（2) Increase consumer confidence and satisfaction. Through the authoritative recognition of third-party organizations, consumers can more trust and recognize the brand they choose, feel more value and respect, thereby increasing their loyalty and recommend to the brand, and improving their consumer experience and happiness.

For society, brand sales certification consulting can help society:

（1) Regulate the market order and environment. Through the effective supervision of third-party institutions, enterprises can be promoted to comply with relevant national and industry standards and norms, put an end to unfair competition, maintain market fairness and integrity, and promote market health and development.

（2) Promote industrial innovation and progress. Through the professional guidance of third-party organizations, enterprises can be stimulated to continuously improve their brand quality and level, strengthen their independent innovation ability, lead industrial transformation and upgrading, and create more value and contribution for the society.

To sum up, brand sales certification consulting is a kind of service mode that is beneficial to enterprises, consumers and society, and it is a service mode that meets the requirements of the development of the times.

The process and method of 3. brand sales certification consulting.

3.1 Brand Sales Certification Consulting Process

Brand sales certification consulting process generally includes the following steps:

（1) needs analysis. The third-party organization communicates with the enterprise to understand the purpose, scope, duration and budget of the enterprise's brand sales certification consultation, clarify the cooperation intention and cooperation content of both parties, and sign the contract.

（2) Data collection. According to the contract, the third-party organization collects relevant brand sales data from the perspectives of enterprises, channels and consumers, such as questionnaire survey, in-depth interview, mysterious customers, network monitoring, etc.

（3) Data cleaning. Third-party organizations conduct quality checks on the collected brand sales data, eliminating invalid, duplicate, abnormal and other data to ensure the authenticity and accuracy of the data.

（4) Data verification. Third-party organizations carry out logical inspection on the cleaned brand sales data, check the consistency and integrity of the data, and ensure the reliability and validity of the data.

（5) Data analysis. Third-party organizations use professional data analysis methods and tools, such as descriptive statistics, correlation analysis, regression analysis, cluster analysis, etc., to conduct in-depth mining and interpretation of brand sales data, reveal the laws and trends behind the data, and evaluate brand sales. Advantages and disadvantages, put forward suggestions for improvement and optimization of brand sales.

（6) Data reporting. Third-party organizations organize the results and suggestions of data analysis into professional data reports, including the objectives, methods, processes, results, conclusions, suggestions and other contents of brand sales certification consultation, and match them with charts, diagrams and other forms to improve the readability and visibility of the report.

（7) Data Release. Third-party organizations submit data reports to enterprises, and release the results and suggestions of brand sales certification consultation to enterprises or the public through online or offline methods according to the needs of enterprises, so as to improve the credibility and influence of brand sales certification consultation.

（8) Data monitoring. After the data is released, third-party organizations continue to track and monitor brand sales on a regular or irregular basis, evaluate the effect and impact of brand sales certification consulting, and provide continuous support and services for enterprises.

3.2 Brand Sales Certification Consulting Method

Brand sales certification consulting methods are mainly the following:

（1) Brand sales data analysis method. This is a data-based analysis method, through the brand sales data statistics, comparison, classification, sorting and other operations, to obtain the basic situation and characteristics of brand sales, such as the total amount of brand sales, growth rate, proportion, ranking and so on.

（2) Brand sales index evaluation method. This is an index-based evaluation method, through the establishment of a scientific and reasonable brand sales evaluation index system, the authenticity of brand sales, compliance, effectiveness and sustainability of quantitative or qualitative evaluation, the advantages and disadvantages and level of brand sales.

（3) Brand sales factor analysis. This is a factor-based analysis method, by identifying and analyzing the internal and external factors that affect brand sales, such as product quality, price strategy, channel management, market demand, competitive environment, etc., to obtain the influence factors and mechanism of brand sales.

（4) Brand sales forecast analysis method. This is a prediction-based analysis method, through the use of mathematical models, time series analysis, trend analysis and other techniques, according to historical data and current data, to predict the future period of time brand sales changes and development trends, for enterprises to develop brand strategy to provide reference.

（5) Brand sales optimization analysis. This is an optimization-based analysis method, through the use of linear planning, nonlinear planning, multi-objective planning and other techniques, according to the objectives and constraints of enterprises, to seek the best or best brand sales plan, for enterprises to improve brand sales.

The Effect and Case of 4. Brand Sales Certification Consultation

4.1 the effect of brand sales certification consulting

The effect of brand sales certification consulting is mainly reflected in the following aspects:

（1) improve the authenticity of brand sales. Through the data collection, cleaning, verification and other work of third-party organizations, we can eliminate the false, exaggerated, repeated, abnormal and other factors in the brand sales data, ensure the authenticity of the brand sales data, and increase the credibility and credibility of the brand sales data.

（2) Improve brand sales compliance. Through the data analysis, evaluation, reporting and other work of third-party organizations, we can test whether the brand sales data conforms to the relevant national and industry standards and norms, ensure the compliance of the brand sales data, and increase the legitimacy and legitimacy of the brand sales data.

（3) Improve the effectiveness of brand sales. Through the data analysis, prediction and optimization of third-party organizations, we can evaluate whether the brand sales data can reflect the real needs and changes of the market, whether it can provide useful information and reference for enterprises, whether it can provide valuable guidance for consumers, ensure the validity of brand sales data, and increase the usefulness and value of brand sales data.

（4) to improve the sustainability of brand sales. Through the data analysis, suggestions and monitoring of third-party organizations, enterprises can be guided on how to improve and optimize their brand strategies, marketing strategies, channel strategies, etc., to ensure the sustainability of brand sales data and increase the stability and development of brand sales data.

The Case of 4.2 Brand Sales Certification Consultation

In order to better explain the effect and influence of brand sales certification consulting, this article will briefly introduce the brand sales certification consulting cases provided by Shangpu Consulting Company for multiple customers.

（1) Ping An of China: Global Leading Winner

Ping An is one of the largest integrated financial services groups in China, with a strong market position and competitiveness in insurance, banking, asset management and other fields. In order to further enhance its influence and reputation in the global market, Ping An of China commissioned Shangpu Consulting to conduct certification consulting on its brand sales to prove its leading position in the global insurance industry.

Shangpu Consulting Company adopted brand sales data analysis method, brand sales index evaluation method, brand sales factor analysis method and other methods to conduct a comprehensive evaluation and optimization of Ping An's brand sales, showing Ping An's brand strength and market performance from multiple dimensions and perspectives. The data report from Champu Consulting shows that Ping An of China is in.2020Total premium income for the year reached1.4trillion yuan, accounting for the global insurance market5.6%, ranked first in the world; Ping An in China2020The net profit for the year reached1,390RMB billion, accounting for the global insurance market.7.8%, ranked first in the world; Ping An in China2020The total assets of the year reached9.7trillion yuan, accounting for the global insurance market4.9%, ranked second in the world; Ping An in China2020The market value of the year reached1.9trillion yuan, accounting for the global insurance market10.1%ranked first in the world.

The data report of Shangpu Consulting also analyzes the influencing factors of Ping An brand sales in China, such as product innovation, service quality, risk management, social responsibility, etc., and puts forward suggestions for optimizing Ping An brand sales in China, such as strengthening digital transformation and expanding international Market, improve customer experience, etc. Shangpu Consulting submitted the data report to Ping An of China, and released the results and suggestions of brand sales certification consultation to the public through online and offline methods, which won wide praise and recognition for Ping An of China.

（2) Hikvision: Global technology leader

Hikvision is the world's leading security video brand, with strong technological innovation capabilities and product research and development capabilities, and is at the forefront of the industry in the fields of intelligent video analysis, cloud computing, big data, and the Internet of Things. In order to further demonstrate its technological advantages and competitiveness in the global market, Hikvision commissioned Shangpu Consulting to conduct certification consulting on its brand sales to prove its leading position in the global security video industry.

Shangpu Consulting Company adopted brand sales data analysis method, brand sales index evaluation method, brand sales forecast analysis method and other methods, the brand sales of Hikvision carried out a comprehensive evaluation and optimization, from a number of dimensions and angles to show the technical strength and market performance of Hikvision. According to the data report of Champ Consulting, Hikvision is in.2020Security video equipment sales reached201.6US $billion, accounting for the global security video market.18.9%, ranked first in the world; Hikvision in2020Security video equipment shipments reached1.8Billion units, accounting for the global security video market.20.1%, ranked first in the world; Hikvision in2020The market share of security video equipment reached24.6%, accounting for the global security video market24.6%ranked first in the world.

The data report of Shangpu Consulting also predicts the future development trend of Hikvision brand sales, and believes that Hikvision will continue to maintain its leading position in the global security video industry, and its brand sales will be based on an average annual rate.10%The rate of growth,2025The year will reach300Billions of dollars. Shangpu Consulting Company submitted the data report to Hikvision, and released the results and suggestions of brand sales certification consultation to the public through online and offline methods, which won wide praise and recognition for Hikvision.

（3) Xiaomi: Global Price/Performance Leading Winner

Xiaomi is one of the largest smartphone brands in China, featuring high cost performance, high quality, and high innovation. It has many loyal users and fans in the domestic and foreign markets. In order to further prove its cost-effective advantage and competitiveness in the global market, Xiaomi commissioned Shangpu Consulting to conduct certification consulting on its brand sales to prove its leading position in the global smartphone industry.

Shangpu Consulting Company adopted brand sales data analysis method, brand sales index evaluation method, brand sales optimization analysis method and other methods to comprehensively evaluate and optimize Xiaomi's brand sales, showing Xiaomi's cost-effective strength and market performance from multiple dimensions and angles. According to the data report of Champ Consulting, Xiaomi is in2020Smartphone sales in296US $billion, accounting for the global smartphone market10.6%, ranked third in the world; Xiaomi in2020Smartphone shipments reached1.46billion units, accounting for the global smartphone market11.4%, ranked third in the world; Xiaomi in2020The average selling price of smartphones in203S. dollar, well below the global smartphone average selling price313S. dollar, showing its cost-effective advantage.

The data report of Shangpu Consulting also analyzes the optimization plans of Xiaomi brand sales, such as improving product quality, expanding product categories, increasing product functions, improving service levels, etc., and puts forward suggestions for optimizing Xiaomi brand sales, such as strengthening brand image, Expand overseas markets, improve user experience, etc. Shangpu Consulting submitted the data report to Xiaomi and released the results and suggestions of brand sales certification consultation to the public online and offline, which won wide praise and recognition for Xiaomi.

The Influence of 5. Brand Sales Certification Consultation on Consumer Purchase Decision

Definition and model of 5.1 consumer purchase decision

Consumer purchase decision-making refers to the behavior of consumers in the face of multiple brands or products, after a series of cognition, evaluation, selection and action process, and finally determine the purchase of a brand or product. Consumer purchase decision is a complex psychological and behavioral process, which is influenced by many factors, such as personal factors, social factors, situational factors and so on.

There are many models of consumer purchase decisions, the more classic of which isHoward-ShethThe model divides the consumer purchase decision into three levels, namely the input layer, the processing layer and the output layer.

（1) input layer. The input layer refers to the external factors that affect consumers' purchasing decisions, including stimuli and personal characteristics. Stimulus factors refer to information and influences from the market and society, such as product characteristics, price, promotion, advertising, word-of-mouth, etc.; personal characteristic factors refer to consumers' own attributes and status, such as age, gender, income, education, culture, psychology, attitude, etc.

（2) processing layer. The processing layer refers to the process of consumer cognition, evaluation and selection of input layer factors, including learning process and perception process. The learning process refers to the formation of consumers' cognition and attitude towards the brand or product through the attention, understanding and memory of stimulating factors, and the perception process refers to the formation of consumers' cognition and attitude towards their own needs and preferences through the perception and interpretation of personal characteristic factors.

（3) output layer. The output layer refers to the behavior of consumers to buy or not to buy a brand or product according to the results of the processing layer, mainly including purchase behavior and post-purchase behavior. Purchase behavior refers to the actual purchase behavior of consumers after determining to purchase a brand or product; post-purchase behavior refers to the behavior of consumers using, evaluating and giving feedback on a brand or product after purchasing it.

The Influence of 5.2 Brand Sales Certification Consultation on Consumer Purchase Decision

As a professional market research service, brand sales certification consulting aims to help enterprises enhance their brand image and market competitiveness, and provide authoritative brand sales certificates and suggestions for enterprises through comprehensive evaluation and optimization of the authenticity, compliance, effectiveness and sustainability of brand sales. It can influence consumer purchase decisions in a number of ways, as follows:

（1) affect the input layer. Brand sales certification consultation can be used as an effective stimulus to provide consumers with more true, accurate, complete and timely brand sales information, increase consumers' attention and understanding of brands or products, and improve consumers' brand or product Awareness and reputation. At the same time, brand sales certification consulting can also be used as an effective personal characteristic factor to match or supplement consumers' own attributes and status, increase consumers' perception and interpretation of their own needs and preferences, and improve consumers' satisfaction and loyalty to their own needs and preferences.

（2) Affects the processing layer. Brand sales certification consultation can be used as an effective learning process to help consumers form a positive or neutral attitude towards the brand or product through the memory and repetition of brand sales information, and enhance consumers' trust and recognition of the brand or product. At the same time, brand sales certification consulting can also be used as an effective perception process to help consumers form a judgment on the quality and level of the brand or product through the comparison and evaluation of brand sales information, and stimulate consumers' needs and preferences for the brand or product.

（3) affect the output layer. Brand sales certification consulting can be used as an effective purchase behavior to guide consumers to choose brands or products with high brand sales certification consulting level among multiple brands or products, and increase consumers' choice and purchase of brands or products. At the same time, brand sales certification consulting can also be used as an effective post-purchase behavior to promote consumers to use, evaluate and feedback on brands or products with high brand sales certification consulting level after purchasing them, so as to increase consumers' use and satisfaction with brands or products.

In summary, brand sales certification consulting can influence consumer purchase decisions from the input layer, processing layer and output layer, and has a strong influence. Specifically, brand sales certification consulting can:

（1) Enhance consumer trust and recognition of the brand or product. Through the authoritative certification of third-party organizations, consumers can more trust and recognize brands or products with high brand sales certification consulting level, and feel more value and respect.

（2) Stimulate consumer demand and preference for a brand or product. Through the professional consultation of third-party institutions, consumers can better understand the advantages and characteristics of brands or products with high brand sales certification consulting level, so as to stimulate their own needs and preferences.

（3) guide consumers' choice and recommend of brands or products. Through the data support of third-party organizations, consumers can more clearly compare and evaluate the differences and advantages and disadvantages between brands or products with high brand sales certification consulting level and other brands or products, so as to guide themselves to choose and recommend them.

6. Conclusion

This paper makes a systematic analysis of the definition, significance, process, method, effect and case of brand sales certification consulting, and discusses the influence of brand sales certification consulting on consumers' purchase decision-making in the light of the brand sales certification consulting cases provided by Shangpu Consulting Company for multiple customers. This paper holds that brand sales certification consulting is a professional market research service, which aims to help enterprises improve their brand image and market competitiveness, and provide authoritative brand sales proof and suggestions for enterprises through a comprehensive evaluation and optimization of the authenticity, compliance, effectiveness and sustainability of brand sales. It can influence consumer purchase decisions at three levels: the input layer, the processing layer, and the output layer, and has a strong influence. It can enhance consumers' trust and recognition of brands or products, stimulate consumers' demand and preference for brands or products, guide consumers' choice and recommend of brands or products, and shape consumers' purchasing decisions.

The limitation of this paper is that due to space and time constraints, this paper can only carry out a general introduction and analysis of brand sales certification consulting, there is no in-depth discussion and evaluation of specific brand sales certification consulting methods and cases, and there is no quantitative measurement and verification of the influence of brand sales certification consulting on consumers' purchase decisions. Therefore, this paper can only be used as a preliminary exploration and attempt, hoping to provide some reference and enlightenment for the follow-up research.