Consumer Behavior And Brand Strategy Of Smart Phones In The Period Of Mobile Internet

With the development of mobile Internet technologies and business, the mobile phone industry of China has been developed rapidly. Due to the increase consumer demand of mobile phones, the mobile phone industry has become an important pillar of the national economy industries. Along with this rapid development of mobile phone companies, if the telecom operators want to gain a competitive advantage in the fierce competition, they must be able to identify the customer value correctly. Currently, the customer value has become a hot issue marketing practitioner and academics field, the research of influence factors on the degree of customer value will do a great favor to understanding the consumer behavior, enhancing customer value management, and retaining more customers at a lower cost.Based on the situation of mobile Internet and mobile phone industry, and previous studies of customer value, the author want to build the customer value factor system model of the brand of smart phone. According to the demand for the thesis, the author also designed a survey questionnaire implementation on the perceived customer value of the phone brand, and did the empirical studies on the factors that affect the spending of consumers.Analyzing from the industry background and the theory background, this paper introduces the important role of studying the customer value for the mobile phone enterprises, and introduces the research method and thinking way of the thesis. Then it introduces the related theories about the customer brand value, including a series of related concepts, the customer brand value research method and models existing currently. Based on the theoretical model of customer value and the results of the analysis, and the features of mobile phone customers, the author extraction the brand loyalty factors of various types of customer value, building customer value factors model of mobile phone brand. The main purpose of this study is to analysis the status of the mobile phone industry under the background of mobile Internet, and to build design analysis of consumer behavior mobile phone users'model based on the research of consumer psychology and behavior of mobile phone users. It also designs analysis consumer behavior model of mobile phone users to do the empirical research. Not only by analyzing consumer behavior and usage pattern, but also by analyzing the relationship between consumer behaviors and to provide the ideas and basis for follow-up implementation strategy of development of the Chinese mobile phone brands.