Mobile Brand Community Customer Value To The Brand Loyalty Mechanism

The arrival of3G era and the restructuring of the communications industry brought different opportunities and challenges to China Mobile, China Unicom, China Telecommunications. And it was breaking the balance down that three communications industry established in2G era. Now, we can see that it restricted China Mobile. While the conversion cost and consumption habits affected consumer’s conversion decisions. In the impact of that, consumers had varying degrees of shaken to its line of products, which will affect the brand loyalty.As competition intensified, retain and expand consumer loyalty had become an important topic in the consumer-oriented market. Customer value is treated as new sources of competitive advantage and attracted the attention of scholar, but the theoretical research study far less than reality applications. Brand community provide enterprises an important platform to build brand and win consumer loyalty in brand competition, and the study provide a new perspective for customer relationship management, but practice and empirical research is still at a relatively low level, so the research in customer value based on brand community has great significance.This paper use the China Mobile M-zone brand as the research object that consumers are mainly young people, and brand community would make effects to their thoughts and behavior, so we took brand community as an entry point to establish the analytical framework in the paper. Consumers in the process of brand recognition will affect subsequent use to the brand, so this article will analysis the main ideas of consumers’ perception value to the mechanism of brand loyalty in temporarily at a disadvantage in the3G network services in the communications industry of China mobile. This paper will research the manipulated roles of brand community integration and brand identity in the independent variable to the effects of dependent variable, and do factor analysis, variance analysis and regression analysis to all variables to further inspect questionnaire design and data quality. The results show that there is a positive correlation between customer value and brand loyalty, customer value can promote brand loyalty; brand community integration played fully positive mediating role between customer perceived value and brand loyalty; Brand identity played positive mediating role between customer perceived value and brand loyalty.Finally, according to the marketing practices combined with the results of empirical research, we make some suggestions on corporate brand building. When customer value declined, improving brand community integration could increase consumer brand loyalty. So when brand was mature even declined, corporate marketing staff should pay more attention to community building and healthy development of the brand so that making consumers willing to join in the brand community. At last, make some suggestions in the construction and development of the brand community in marketing so that businesses can take better advantage of the brand community to gain competitive advantage.