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The Research on Factors and Strategies of Domestic Mobile Phone Brand Value Based on College Students

Author: LiuLei
Tutor: LiangXiuQing
School: Guangxi University
Course: Business management
Keywords: domestic college student domestic mobile phone brand value brand awareness brand performance
CLC: F273.2
Type: Master's thesis
Year: 2011
Downloads: 352
Quote: 1
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Abstract


The research focused on the factors and strategies of college students-based domestic mobile phone brand value. On the basis of analyzing related factors of domestic mobile phone brand value, the research aim at supporting operational strategies and methods of promoting domestic mobile phone brand value. After reviewing previous researches on definitions of mobile phone brand and brand value, and the behaviors of buying mobile phone on college students, this study analyzed and summarized the features and compositions of mobile phone brand based on college students, discussed the effects of brand performance given by mobile phone properties, studied the ways that brand awareness and mobile phone properties influenced college customers’ brand loyalty and brand satisfaction. Finally, according to the analysis above, the research suggested the strategies of promoting brand value of mobile phone. The research chose the college students from Guangxi Wuzhou University as samples and used interviews, case studies and questionnaire survey as studying methods, the main results are as follows:1.Domestic mobile phone properties have significant influence on mobile phone brand Performance to college customers.2. The specific properties of domestic mobile phone can give value to college customers, and also have significant influence on promoting their brand loyalty and satisfaction. Otherwise, the abstract properties of domestic mobile phone are the significant compositions of college customers’brand satisfaction.3. There is a significant interaction between properties of domestic mobile phone and its brand attitude.4. There is a significant correlation between the specific properties and abstract properties of domestic mobile phone.

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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