Research On Mobile Design Based On Model Of Multi-brand Loyalty

Mobile phone brand competitiveness of the contribution mainly from the brand loyalty can be released more through multi-brand loyalty from 2006 to 2007. With the further increase market concentration, brands competition maintains the basic pattern of internal adjustment.But civil exploration of brand loyalty is in its infancy stage. On the other hand, foreign researches on the brand loyalty foe a long time though, a lot still focusing on a single document or specific brands, brand loyalty for a number of research literature is very scarce. So the study put forward Multi-brand Loyalty model on the basis of brand loyalty theory, use the multi-brand loyalty model of Jacob Jacoby for reference.In this study, it is divided into three models of brand loyalty, relative brand loyalty and no brand loyalty, and is structured in the form of brand domain-level framework. Research to a representative of the mobile phone industry as the breakthrough point, the students launched investigation and research as the tendency of its most debris, but also very effective model.According to brand set, empirical studies gradually established mobile phone brands in the market, mobile phone brands the target consumer group know and considering, analyzing the reasons for the change of region of acceptance, region of reject and region of neutrality. Research cited in the literature of the original scale, consider the target consumer group in the knowledge, attitude and behavior of the three aspects of the mobile phone multi-brand loyalty psychological. At the same time conjoint analysis of the way, the study collected importance factors and of the right level, through the combination of orthogonal design into multiple analog phones case, from the consumer's choice of the results of the analysis attributes to the level of effectiveness and value level of importance. Combination of theory, it completed an integrated practice which from building number of brand loyalty model to the design as a guiding ideology.The results checkout and enrich multi-brand loyalty model, divided target consumers into four loyalty types, and analysis of consumer attitudes and behavior. It analyzed the important factors at product design for three representative brands in maintaining consumers'multi-brand loyalty. With a view to fully understand the consumers in the purchase of various factors of decision, it enhances brand loyalty from the level of product development of brand strategy.