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

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1、AnalysisonBrandLoyaltyofMobilePhoneinSuzhouMeGenerationAbstractTheeraof3Gwitnessestheintensecompetitionofcellphones.Consumers’choicesofmobilebrandsarenootherthanepitomesofmobilephonebrandloyalty.Atthesametime,asthemainforceofmobilemarket,marketshareoftheMeGenerationhasbecomefocu

2、sofcellphonemanufacturers.Inaddition,Suzhou,asecond-linecity,achievesadvancementnotonlyintechnologicaleconomy,butalsoinhigh-endelectronicproducts.Thisessayisbasedonpersonalinformationincludingage,gender,incomeandeducationalstatuesamongSuzhouMeGenerationwithquestionnairesandstudi

3、esmobilephonebrandloyaltyinthefollowingfiveaspects:price,quality,promotion,placeandidea.Aftercollectingthesedata,italsoutilizesthreemethodsinvolvingmodels,mathanddescriptions.Then,influencingfactorsonSuzhouMeGenerationinmobilephonemarketwillbefound:priceandqualityhavearelationsh

4、ipwithbrandloyalty;promotionhavsaratherweakassociationwithbrandloyalty;placeandideafactorisalsorelatedwithbrandloyalty.Attheendoftheresearch,enlightenmentsandsuggestionswillbeprovidedrespectivelytocellphonemanufacturersathomeandabroad.Keywords：MeGenerationbrandloyaltymobilephone

5、s-43-influencingfactors-43-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

6、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-43-ContentsAbstracti摘要iiContentsiiiChapterOneIntroduction11.1ResearchBackground11.2GeneralPurposeoftheResearch21.3SignificanceoftheResearch31.4TheHypothesis4ChapterTwoLitera

7、tureReview52.1DefinationofBrandLoyalty5-43-2.2ResearchonInflencingFactorsofBrandLoyalty62.3ResearchonInflencingFactorsofBrandLoyaltyofMobilePhone7ChapterThreeMethodlogy103.1MethodsoftheResearch103.1QusetionnaieDesign11ChapterFourDataAnalysisonBrandLoyaltyinSuzhouMeGeneration124.

8、1CharacteristicsoftheSamples114.2DataAnalysis13