The H Brand Mobile Marketing Strategy Research Based On The Empirical Analysis Of Consumer Behavior

With the rapid development of market economy and science technology in our country, the progress of enterprises production technology, upgrading the industry products are much faster than the consumer demand, especially the mobile phone industry in 3C digital products. The new product replacement rate is far greater than the needs of consumers, the formation of the market supply is greater than the buyer's market.The modern marketing concept holds that the most important factors are competitors and consumers among all factors influencing the enterprise marketing strategy. The reason is very clear, one is to meet consumer demand for the fundamental purpose of goods; two is all marketing strategies only consider the characteristics of consumer behavior can play a role. Therefore, this paper to study H brand mobile phone consumer purchase behavior as an example, from the perspective of consumer behavior on the H brand mobile phone company put forward the corresponding corporate marketing strategy, in order to other mobile phone manufacturers in our country for reference.In this paper, first of all, it organized and summarized that the theory of consumer behavior research achievements at home and abroad, consumer mobile phone purchase behavior research. Then it described the market status of Chinese mobile phone industry in twenty-first Century Internet plus the big data era. On this basis, through an analysis of factors affecting the introduction of survey data from market research on consumer purchase behavior, and finally puts forward relevant suggestions on the H brand mobile phone marketing from the perspective of consumer behavior.This paper includes six parts. The first part is the introduction, mainly including research background and significance, research objectives and main research contents, research methods and technical routes, writing difficulties and innovation points. The second part is the literature review, including the domestic and foreign scholars on the research status of consumer behavior and the current situation of mobile phone consumer purchase behavior. The third part is the development situation of H brand mobile phone, including H brand mobile phone macro environment analysis, H brand mobile phone market sales status. The fourth part is the H brand mobile phone consumer buying behavior influence factors model building and scale pretesting, mainly including the research hypothesis and theoretical model construction, scale design. The fifth part is the analysis of the formal questionnaire survey and data, including the formal investigation process, the formal scale data analysis methods, the formal questionnaire, general description analysis, formal scale reliability and validity analysis, path analysis and hypothesis test of AMOS etc. The sixth part of the H brand mobile phone marketing recommendations, including the empirical analysis of the conclusions drawn from the relevant influencing factors of marketing recommendations.The consumers'habits and behaviors along with the pace of the times are changing, so it has certain guiding significance in previous studies. However, more is the need for current and future scholars with the pace of progress of the times to study that makes it more significance.In this paper, through empirical analysis by using SPSS software and AMOS software for the reliability and validity and the path analysis of survey data, to conduct in-depth research on consumer behavior" from the objective, rigorous and scientific point of view. Through the empirical analysis and put forward relevant marketing suggestions for the H brand mobile phone company. Then take advantage in the oversupply of the mobile phone industry competition and improve the market share. It also provides related reference suggestions for other manufacturers.