Sensitive Study Of Mobile Phone Brands

In today's society, consumers not only simply pursuit of commodity's value, but also pay more attention to the brand and the value of the product. As the product of economic development and social progress, brand-sensitivity has become the focus of attention in the community of scholars. What is the meaning of brand for consumers? What is brand role in the consumers purchase decision-making? What are the factors that influence brand's importance for consumers? These are brand-sensitivity studies attempting to solve the above problems. According to the survey, with the economic improvement, more and more Chinese consumers join to the ranks of the brand-sensitivity. Brand consumption has been gradually raised to the height of lifestyles and the concept of the consumption. Compared to consumers in the developed country, Chinese consumers'brand awareness is a little bit high.After reading a lot of literature in this field, this paper clarifies the definition of the brand-sensitivity from the product category level. Based on consumers'behavior and market characteristics, an investigation in the mobile phone industry is conducted. Through sending out questionnaires in internet and field survey methods, data is collected. Brand-sensitivity is analyzed. From the analysis of the relationship between brand-sensitivity with demographic characteristics, lifestyle, consumer involvement and consumers perceive of brands'differences, the brand-sensitivity mechanism of action is explored.The study in the brand-sensitivity of mobile phone industry is trying to explained brand's role in the consumer buying decision-making process and factors affecting brand-sensitivity. The suggestion is made for company in the cost control, channel construction, quality upgrading and brand building. Based on the brand-sensitivity, market segmentation is made for company to let marketing strategy more effective.Based on the data, statistical analysis, factor analysis and regression analysis is made by Spss. From the results, we know that consumer brand-sensitivity is relatively high in mobile phone industry. The factor affecting the brand-sensitivity are fashion-conscious, symbolic consumer awareness, mental accounts, consumer involvement, consumer'perception of risk, consumers'perception of the differences in designing , consumers'perceptions of the differences in quality, consumers'perception of the differences in service, economic strength. Except for consumers'perception of the differences in service, the relationship between the other factors with brand-sensitivity is positively correlated. Based on the behavior of brand-sensitivity and the relationship between three factors(consumers'perceptions of the differences, consumers involvement, price awareness) with brand-sensitivity, consumers are divided into four categories: autonomous type, rational type, experience-based type, emotional type. According to the characteristic of consumers'psychology and group identity in different type, marketing strategies are made for company.