A Study on the Influence Path of Corporate Marketing Strategies on Consumer Purchase Intention Based on XG Boost Algorithm

In order to satisfy consumers' needs, enterprises must conduct in-depth research on consumers' purchasing behaviours and design and develop marketing strategies based on the characteristics of consumers' needs.The article takes 4P marketing theory and SOR model as the guide, and establishes a consumer purchase intention model in combination with the consumer behaviour model.The questionnaire is designed from the product value, price range, channel optimisation, and promotional efforts of the enterprise marketing strategy, and the validity of the questionnaire is tested by principal component analysis.Then meta-analysis method was used to explore the correlation of each variable, and the SEM model was combined to explore the influence path of corporate marketing strategy on consumer purchase intention.The Q-value of the hypothesised relationship of consumer purchase intention ranges from 446.137 to 814.535 and is significant at 1% level, and the correlation coefficients of each variable in the model with consumer purchase intention are more than 0.35.The indicators of model fit, CMIN/DF and RMSEA, are 1.076 and 0.015 respectively, and the path coefficient of the value of the product in the marketing strategy on the purchase intention is the largest at 0.076.The path coefficient of product value on consumers' purchase intention in marketing strategy is 0.369, and the development of enterprise marketing strategy needs to actively expand marketing channels and design differentiated product and service programmes, so as to enhance consumers' recognition of the enterprise brand to stimulate their purchase intention.