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Research on Customer-based Brand Equity Components of Software Outsourcing Company

Author: WangLang
Tutor: YangHuanJin
School: Hebei University of Economics
Course: International Trade
Keywords: Customer Awareness software Outsourcing Brand Equity Structure Structural Equation Model
CLC: F426.672;F224
Type: Master's thesis
Year: 2011
Downloads: 34
Quote: 0
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Abstract


Growing prosperity offshore software outsourcing provides a good opportunity to Chinese software industry. When multinational enterprises are seeking software service suppliers, they take a sight in the developing country. China has become one of the world’s largest potential outsourcing destinations. With the 2008 outbreak of the international financial crisis, the United States and Japan and other main contract awarding countries were hit hard. India, as the world’s largest service provider, suffered a major blow. This for our country software outsourcing industry is a golden opportunity. However, many experts at home and abroad have also pointed out that the China software outsourcing business development bottleneck- the brand. This paper analyzing from overseas customers perceive, uses theoretical analysis, and on the basis of the contract awarding market survey, constructs the statistical model of customer-based brand equity components of software outsourcing company, and tells the differences of different background customers’ perception. To raise the number of foreign business of our country’s software enterprises, this paper puts forward related suggestions, and aims to play a valuable role in research on brand equity components of software outsourcing company.Main research on:1. On the basis of literature study, this paper puts forward some software outsourcing enterprise brand equity constitute factors.2. On the basis of literature study and Empirical study, this paper established the basis of software outsourcing enterprise brand equity constitute factors model and puts forward some assumptions.3. By using questionnaire to collect data, this paper uses statistical software SPSS 17.0 and LISREL7.0 to analyze and validation studies model, and then draw the conclusion and puts forward relevant suggestions.The main conclusion:1. product awareness, cost-awareness, satisfaction, personnel competent degrees, channel energy efficiency degree and corporate profile six factors with software company brand equity of a causal relationship. At the same time, empirical tests show that the service satisfaction of the software outsourcing company brand equity is the largest component.2. There are differences in different backgrounds customers’ brand perceptions.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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