Guangzhou City Students Mobile Phone Brand Of Choice Influencing Factors And Business Brand Strategy

The undergraduates in Guangzhou are research objects in this thesis. Firstly, withthe help of Focus-group,Questionnaire, we discuss what the mobile telephone brandconsumer psychology of the undergraduate in Guangzhou. At the same time, wediscuss what are the function-elements mainly effect the undergraduates inGuangzhou to choose the mobile telephone brand besides the price and qualityelements. Else, we discuss what the mobile telephone brand the undergraduates inGuangzhou have as well as how long the undergraduates use one mobile telephoneand how often they change their mobile telephones.According to the investigated data, this article carries on the analysis to theconclusions as follow:1. The main function elements that effect the undergraduates in Guangzhou tochoose the mobile telephone brand besides the price and quality function elements arethe brand's mould design, the brand's advanced function, the brand's basicfunction,the brand's extrinsic affection Etc.2. Besides price, quality, other factors which effect the undergraduates to choosemobile telephone were band styling and advanced features, basic function, bandinfluence of external factors.3. The mobile telephone brands the undergraduate in Guangzhou have are veryconcentrated. Nokia,Samsung,Motorola and Song-Ericsson are the main mobiletelephone brands which the undergraduates like. Nokia represents 43.4 percent;Samsung represents 10 per cent as well as Motorola and Song-Ericsson; But theothers represents only 7.5 percent.4. Compare to the male undergraduates, the female undergraduates think a lot ofthe mobile telephone's mould design. Contrary, the male undergraduates pay moreattention whether the mobile telephone is durable. At the same time, we discuss in thisarticle that the undergraduates in Guangzhou prefer to buy their mobile telephones inthe boutique. Secondly, according to the potential score of the mobile phone,from price,quality, after-sales service and phone functions factors, we provide enterprises withthe corresponding rationalization proposals, many of which are operational, creativeperspective, in this paper, we present undergraduates cell phone brands contour mapdesign, the capable enterprises should build large databases, through data miningapproach now to pay close attention to the market demand and potential demand bythe objective data in decision-making; Mobile phone manufacturers should makemore efforts on the market segmentation; after-sales service should be promised; weshould adopted relatively flexible pricing strategy, enterprises with the rightconditions can be used appropriately high-value strategy, and so on. Expectbusinesses to take more effective brand strategy to enable enterprises to the morerational allocation of resources, effective, enterprise brand positioning more accurate,so as to make the enterprises' brand orientation and construct more reasonable.