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1、. 精华资料 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
2、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 educationa
3、l 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
4、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
5、be provided respectively to cell phone manufacturers at home and abroad. Key words：Me Generation brand loyalty mobile phones ii influencing factors iii 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
6、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 iv Contents Abstracti 摘 要 ii Contentsiii Chapter One Introduction 1
7、1.1 Research Background 1 1.2 General Purpose of the Research2 1.3 Significance of the Research3 1.4 The Hypothesis4 Chapter Two Literature Review 5 2.1 Defination of Brand Loyalty5 2.2 Research on Inflencing Factors of Brand Loyalty6 2.3 Research on Inflencing Factors of Brand Loyalty of Mobile Pho
8、ne7 Chapter Three Methodlogy10 3.1 Methods of the Research10 3.1 Qusetionnaie Design11 Chapter Four Data Analysis on Brand Loyalty in Suzhou Me Generation 12 4.1 Characteristics of the Samples11 4.2 Data Analysis13 v Chapter Five Research Resluts and Suggestions to Mobile Phone Manufacturers22 5.1 R
9、esearch Results22 5.2 Suggestions to Mobile Phone Macufacturers 22 Chapter Six Conclusion 29 6.1 Conclusion of the Research 29 6.2 Limitation of the Research30 Reference 31 Appendix34 Appendix35 . - 1 - Analysis on Brand Loyalty of Mobile Phone in Suzhou Me Generation Chapter One Introduction 1.1 Re
10、search Background Listening to music with mobile phones on bus, reviewing mobile newspapers in the subways, sending messages on the road, even in washroom, some people cannot separate from the stunner-mobile phone. According to the communication operation status from January to March of 2012 release
11、d by China Ministry of Information Industry, mobile phone users had reached nearly 1.019 billion, a net increase of 32.57 million than last year. There were 512.07 million mobile phone users in eastern part; while in central part and western part mobile owners reached 262.70 million and 243.76 respe
12、ctively. The number of mobile phone users in Jiangsu province had accumulated 69.821 million and ranked the third after Guangdong province with 110.128 million and Shandong with 70.789 million mobile phone users until the end of March this year. Mobile phone users can be seen in Appendix. However, w
13、ith the rapidly increasing number of mobile phone users, huge stresses are also put on mobile phone manufacturers, such as expanded scales, increased raw materials and decreased profits. As Aslihan Sen (2006) stated, “With more brands coming into the mobile phone market, willingness to experiment wi
14、th new products, pressure on mobile phone brands, and the environment is increasingly difficult” (p.1). - 2 - According to the sixth census, Nation Bureau of Statistics of China reports that the population in Suzhou has reached nearly 10.46 million which accounted for 13.3% in Jiangsu. From Suzhou S
15、tatistical Investigation Public Site, the end of the first quarter in 2012 witnessed Suzhou cell phone users had reached 15.5109 million, increasing 915.9 hundred users comparing with the end of 2011, nearly 10% higher than last year. Without doubt, taking Suzhou post-80s generation as a good exampl
16、e, will help mobile phone manufacturers master a keen understanding of consumers brand choices influenced by certain factors and their purchasing decisions guided by value orientations, thus, mobile phone manufacturers can formulate the further marketing strategies for preventing the young consumers
17、 from switching to other mobile brands. 1.2 General Purpose of the Research Different consumer groups have different brand positions of mobile phones. Some young people pursue simple operators, others yearn for the function of “man- computer intelligence” of hi-tech mobile phones and some affluent s
18、econd generations even purchase luxury phones. When IPhone4s debuted in Suzhou in January, it was easily discovered that young people paid for the smart phones without hesitation; some young men camped out of the Apple store queuing all night and others were even willing to buy smuggle mobile phones
19、. After analyzing the current situation of samples in terms of their age, gender, income and education backgrounds in the group of Me Generation in Suzhou mobile phone market, this essay is intended to grasp influencing factors of mobile phone - 3 - brand loyalty among the Me Generation and how thes
20、e factors act on them, which facilitates mobile phone manufacturers allocate resources invested in customers rationally, thus boost their sales and gets benefits. At the same time, it also provides a series of suggestions for Chinese cell phone manufacturers to realize their mobile phones strengthen
21、s and weaknesses of price, quality, place, promotion and idea and spurs them to design new products, manage brands and maintain brand loyalty among the post-80s generation in Suzhou. 1.3 Significance of the Research Significance of the research can be generalized in the following two aspects: The fi
22、rst aspect is that it can be seen that although many experts have done researches on the theories and statistics of brand loyalty; yet, researches aiming at certain age period in a particular area remain sparse. Actually, brand loyalty among different consumer groups distinguishes in various areas.
23、These kinds of research cannot really encourage cell phone manufacturers to master the reasons why consumers purchase and remain faithful to certain brands in some areas. This essay will overcome drawbacks that scare studies researched on certain consumer groups in some areas and guide mobile phone
24、manufacturers in formulating sales plans both in adjusting products and satisfying consumers. The second aspect of this research is for international and domestic cell phone manufacturers. It is of great importance for international mobile phone manufacturers to ameliorate cell phone systems, thus t
25、hey can enhance their international competitive strengths and continually expand cell phone markets in Chinese second- - 4 - tier cities. As Chinese mobile phone manufacturers, only do they inject innovational spirits into their products absorbing merits from international enterprises, people can ca
26、st away deep-rooted ideas that “made in China” are cottage products and establish company images among the Me Generation, which ensures sustainable development in Chinese mobile phone sector. 1.4 The Hypothesis This research sets five variances of influencing factors of mobile phones and raises the
27、following hypotheses: H1: There is a relationship between mobile phone price and brand loyalty. H2: There is a relationship between mobile phone quality and brand loyalty. H3: There is a relationship between mobile phone promotion and brand loyalty. H4: There is a relationship between mobile phone p
28、lace and brand loyalty. H5: There is a relationship between mobile phone idea and brand loyalty. H1 H2 H3 H4 H5 Figure 1.2 Hypotheses Price Quality Place Promotion Idea Brand loyaltyMobile phone influencing factors - 5 - Chapter Two Literature Review 2.1 Definition of Brand Loyalty Foreign professor
29、s define brand loyalty in many perspectives, mainly categorized in the following three aspects. The first point recognizes brand loyalty is related with behavior loyalty. Repeat purchase behavior can reflect brand loyalty which is also related with deliberate and predisposed inclining to purchase br
30、and, often stemming from positive use experiences (Brown, 1952, p. 54-55). Brand loyalty can be deemed as successive or discontinuous tendency in purchasing behavior (Bhattacharya, 1997, p. 423). Brand loyalty is also regarded as a function related with purchasing frequency of certain brands (Lyong,
31、 1998, p. 57). The second view is attitude loyalty. David Allen Aaker (1996) defines “brand loyalty is a measure of attachment that a customer has to a brand” (p. 21). In addition, brand loyalty is signified as consumer devotion to repurchasing the product or service consistently in the future, thus
32、 causing repeating same-brand or brand-set (Oliver, 1997, p. 392). Another definition of bland loyalty can be summarized in the following fields: a based behavioral response, expressed over time, some decision-making unit with one or more alternative brand out of a set of such brands, and is a funct
33、ion of psychological (decision-making, evaluative) processes (Jacoby, emotion loyalty had a direct influence on behavior loyalty (Liang Sen, Nie Rui, fewer experts focus on influencing factors of mobile phone brand loyalty. There are studies on influencing factors of brand loyalty aiming at certain
34、product and age, but researches direct at certain city, especially second-tier city are scarcity. Chapter Three Methodology - 10 - 3.1 Methods of the Research After listing literature review and different research methods at home and board, this research uses the methodology which enlightens from th
35、eir studies. Combing with theories and practices, it conducts questionnaires among the Me Generation in Suzhou. Meanwhile, t-test and statistics description are also exerted on this research. In order to ensure the effectiveness of this research, this questionnaire is investigated with method of blo
36、cking respondents from all walks of life: teacher, student, salesperson, journalist, attendant and individual operation. This questionnaire is involved in three aspects: basic information of mobile phone users, multiple choices of mobile phone performance and consumer recommendation. This research u
37、ses math methods: ratio method and t-test to evaluate hypotheses. Ratio method is to describe current statues. While t-test, also called students test, is usually used in testing hypotheses with small samples. In this research, it checks relationships between brand loyalty and mobile phone quality,
38、place and ideas. Equation is listed in the next line： 212121nst Where, in this research,x1-x2 is average difference between male and female samples respectively; 1-2 is zero; S12 is variance of males scores of different mobile phone quality; S22 is variance of female scores of mobile quality respect
39、ively. 3.2 Questionnaire Design - 11 - Questionnaire consists of three parts: personal information, multiple choices of mobile phone functions and recommendations. The first part is designed to ensure that samples can represent a particular consumer group. So, age, sex, career and educational degree
40、 are covered. The second part in questionnaire mainly contains five influencing elements: price, quality, promotion, place and idea. Each factor has different sub-factors. Price factor refers to purchasing price, reasonable price and price ranges of doubting quality. As quality factor, it covers ten
41、 mobile functions, including speech quality, writing quality, operation system, game, audio-visual function, failure frequency, power consumption, outlook, serviceable life, and functions of proofing water, damp and shock resistance. Promotion factor is composed of information and purchasing channel
42、s, quantities of selling points and promotion activities. Place factor is made up of store environment, after-service, attitudes and images of salespeople, guarantee cards and after-selling points. Idea factor comprises personal taste, statue and personality; personal views of enterprise and mobile phone used are also contained in this part. The third sector is about recommendations from Suzhou Me Generations. Chapter Fo