Research On Customer Value And Utility Of M-Zone Brand

The diversity and further opening of the telecommunication field has witnessed this industry entering into an era of intense competition. In order to obtain superiority in the marketing competition, along with the suppliers' efforts to build their enterprise core brands, local supplier branches also carry out their series of sub-brands respectively, making multiple brands a new competitive method for the suppliers. The different images of different brands in the customers' eyes play an important role on choosing and purchasing. At the same time when the customers choose an excellent brand, the company can also acquire a superior price to average. That is to say, the manner of recognizing brand value and utility from the customers' viewpoint has become a key issue to decide whether a supplier could run a long-last brand obtain outfit benefit.As one of China Mobile's three main sub-brands, M-Zone needs to calculate its customer value and utility as well. This paper is based on the studying of lots of documents home and abroad, focusing on mobile products' brand strategy. Firstly, from the aspect of customer value, by means of visiting customers and picking questionnaires, the paper defines the third class indexes in the index system of customer total value and customer total cost. In the pre-investigation, through the method of descriptive statistics analyst, the paper picks out the suitable indexes for researching on brand customer value. Through the method of weight analyst and attribute analyst, the paper evaluates and analyses the chosen indexes.Secondly, this paper affirms the key properties and level for M-Zone's inner compound service according to the customer utility theory. By orthogonal design, the paper designs and modules the M-Zone compound services. Then, in the aspect of customer utilization, the paper quantifiationally analyses customers' choice within M-Zone sub-brands. By means of conjoint analyst and calculates the brands' utility, which could become a basis for the decision making of M-Zone brand strategy.At last, the paper, taking Dalian M-Zone as a vivid example, synthetically applying the M-Zone brand strategy system based on customer value, analyses and its indexes of customer total value, customer total cost and customer utility, and then qualitatively and quantificationally analyses the level of M-Zone brand customer value and customer utility, so as to provide some amendments for Dalian M-Zone brand strategy.