Analysis on Brand Loyalty of Mobile Phone in Suzhou Me Generation苏州80后对手机品牌忠诚度的分析.docx

word文档 可编辑 word文档 可编辑 Analysis on Brand Loyalty of Mobile Phone in Suzhou Me Generation Abstract The era of 3G witnesses the intense competition of cell phones. Consumers’ choices of mobile brands are no other than epitomes of mobile phone brand loyalty. At the same time, as the main force of mobile market, market share of the Me Generation has become focus of cell phone manufacturers. In addition, Suzhou, a second-line city, achieves advancement not only in technological economy, but also in high-end electronic products. This essay is based on personal information including age, gender, income and educational statues among Suzhou Me Generation with questionnaires and studies mobile phone brand loyalty in the following five aspects: price, quality, promotion, place and idea. After collecting these data, it also utilizes three methods involving models, math and descriptions. Then, influencing factors on Suzhou Me Generation in mobile phone market will be found: price and quality have a relationship with brand loyalty; promotion havs a rather weak association with brand loyalty; place and idea factor is also related with brand loyalty. At the end of the research, enlightenments and suggestions will be provided respectively to cell phone manufacturers at home and abroad. Key words：Me Generation brand loyalty mobile phones influencing factors 摘 要 3G时代，手机的竞争日趋白热化。消费者对手机品牌的选择正是他们对手机品牌忠诚的真实写照。与此同时，作为手机市场的主力军，80后在手机市场中所占的份额也成为了各大手机厂商的关注的焦点。此外，二线城市苏州不仅在科技经济上取得了巨大成就，而且在高端电子产品领域也有所发展。 本文通过问卷的形式，在苏州80后消费者的年龄、性别、收入、教育状况的基础上，从手机产品本身的价格、质量、促销、地点、理念角度出发调查其手机品牌忠诚的状况。在搜集完数据后，本文运用三种方法：建立模型、数学研究和数据描述进行分析。然后，找出影响苏州80后消费者对手机品牌忠诚的影响因素：价格和质量对品牌忠诚有影响；促销因子影响较小；地点和理念因素对品牌忠诚也有影响。最后，本文给予国内外手机制造商启发和建设性意见。 关键词：80后 品牌忠诚 手机 影响因素 Contents Abstract i TOC \o 1-2 \h \z \u 摘 要 ii Contents iii Chapter One Introduction 1 1.1 Research Background 1 1.2 General Purpose of the Research 2 1.3 Significance of the Research 3 1.4 The Hypothesis 4 Chapter Two Literature Review 5 2.1 D