太原高校学生手机品牌忠诚度实证分析

发布时间：2018-05-06 10:27

本文选题：品牌忠诚度 + 手机品牌　；参考：《山西财经大学》2012年硕士论文

【摘要】：从1989年第一部手机进入中国市场，至今已有二十几年。伴随着经济发展、科技进步、生活水平提高，手机早已从最初少数人的“奢侈品”变成现在高普及率的普通消费品及生活必需品；同时，由于消费者主导地位的越加巩固，为更好迎合消费者各种消费诉求，手机由早期的简单通讯演变为如今集通讯、娱乐、上网、视讯等功能于一身的高科技、现代化产品。从目前中国手机市场的发展态势来看，手机已成为高度竞争的行业之一，并且手机品牌忠诚度渐渐成为提升手机竞争力的关键因素。本文旨在研究太原高校学生手机品牌忠诚度的影响因素。在回顾相关品牌忠诚理论基础上，通过深度访谈，提取影响高校学生手机品牌忠诚的因素，进而设计调查问卷，对太原高校学生进行实地和网络两种渠道的调查，运用SPSS16.0对原始数据进行统计分析，构建太原高校学生手机品牌忠诚度的回归模型。通过实证分析，，本论文得出的结论主要包括：（1）太原高校学生手机品牌忠诚度并不高，手机生产商、营销商应抓住这一机会，提升手机品牌在校园的影响力和品牌忠诚度。（2）影响太原高校学生手机品牌忠诚度的因素按程度大小依次为：手机核心功能、手机附属功能、安全可靠性、企业品牌形象、产品形象、消费成本、服务质量。
[Abstract]:It has been more than 20 years since the first mobile phone entered the Chinese market in 1989. With economic development, advances in science and technology, and improved living standards, mobile phones have long changed from "luxury goods" for a few people to ordinary consumer goods and necessities that now have a high penetration rate. At the same time, as consumer dominance becomes more and more consolidated, In order to better meet consumer demand, mobile phone from the early simple communications to today's communication, entertainment, Internet access, video and other functions in one high-tech, modern products. According to the development trend of Chinese mobile phone market, mobile phone has become one of the highly competitive industries, and the loyalty of mobile phone brand has gradually become the key factor to enhance the competitiveness of mobile phone. The purpose of this paper is to study the factors influencing the brand loyalty of Taiyuan University students. On the basis of reviewing the related brand loyalty theory, through in-depth interviews, this paper extracts the factors that affect the mobile phone brand loyalty of college students, and then designs a questionnaire to investigate Taiyuan college students' field and network channels. By using SPSS16.0 to analyze the original data, the regression model of the loyalty of Taiyuan college students' mobile phone brand is constructed. Through empirical analysis, the conclusions of this paper mainly include: 1) the loyalty of Taiyuan college students' mobile phone brand is not high, mobile phone manufacturers and marketers should seize this opportunity. Promoting the influence of mobile phone brand on campus and brand loyalty. 2) the factors that affect the loyalty of mobile phone brand in Taiyuan university students are the core function of mobile phone, the subsidiary function of mobile phone, the safety and reliability of mobile phone, and the brand image of enterprise. Product image, consumption cost, service quality.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F426.6;G645.5

【参考文献】