Study On The Utility Of Short Cycle Products With The Brand Interaction Mechanism

With the development of global economy,accelerating ryythm of people's life,consumers demand short life cycle products represented by mobile phone more and more.It lead to the the increasingly fierce competition between enterprises.In order to occupy the consumer market and improve their profitability,enterprises compete with others not only through the media publicity,sales promotion and other traditional marketing methods but also turning to the competition for consumers..But how to attract consumers,how to improve consumer brand loyalty,how to occupy more market share,it's the priority issues for enterprises.This paper is based on the above facts,with mobile phone consumers as the research object,studying on the interaction mechanism between utility and brand.Chapter 1 is the introduction of mobile phone brand sales situation at present,putting forward the problems.And this thesis introduces the main method:theoretical literature review method,descriptive study method and questionnaire empirical analysis method,and proposes to the technical route:ask questions —theoretical research—hypothesis—empirical research—problems summarized.Chapter 2 is for the theory of literature review,and provide theoretical basis for the later.Chapter 3 is about the influence factors of the utility and brand choice,were pointed out eight variables:product quality,customer satisfaction,product price,product function,perceived risk,popularization chase,service quality and brand preference,and puts forward the research hypotheses and builds the theoretical model.Chapter 4 is to carry on the design of the questionnaire,through professional web recycling questionnaire,using statistical analysis software SPSS19.0 to testing data's reliability and validity,correlation analysis of variables,and t test and variance analysis of demographic variables.Finally,this paper verifys this hypothesis and modifys the theoretical model according to the results.Chapter 5 summaries this study and puts forward the suggestions for enterprises and the deficiencies and limitations in this paper.