A Study Of OPPO Brand Word-of-mouth Communication And Purchase Intention

With the fast development of information in technology,brand word-of-mouth has been raised to the unprecedentedhigh position.Apart from the significant impact of traditional interpersonal word-of-mouth broadcast,network branding has also made a lot of contribution to the success of the brand word-of-mouth itself.During more than 30 years of reformation,China has been investing and trading all around the world,andVietnam has become a potential market for Chinese enterprises.China and Vietnam have a long history of culture exchanges,Vietnam culture is deeply influenced by Chinese traditional culture,the development of social and economic has differs in the values,social lifestyle and traditional habits between the two nations.Brand location in Vietnam will lay a strong foundation for the Chinese brands.OPPO is one of China's mobile phone brands.This brand is new to Vietnamese consumers,but now it is getting more and more interests fromthem.From two aspects:theoretical discussion and empirical study,it has developed a depth in study and analysis on the spread of brand word-of-mouth of OPPO mobile phone in Vietnam's market,and has verified the Vietnamese users of OPPO mobile phones on the basis of statistical analysis of the collected data.It has analyzed the present spread of brand word-of-mouth of OPPO mobile phone in Vietnam's market and the users' satisfaction.This article attempts to provide a reference for Chinese manufacturers to make the promotion strategies for Vietnam's market.Due to the relevant analysisquality and quantity ofbrand word-of-mouth,professionals are optimistics on ?Satisfaction,purchase intention?.In other words,the better performance OPPO mobile phone gets on the above aspects,the more satisfaction Vietnamese users will have about the OPPO mobile brand.In addition,the intermediary effect analysis of validation shows that Vietnamese consumers will have a stronger purchase willingness if they put more attention to a better performance on ?the quality and quantity of brand word-of-mouth,professionalism and the connection between spreaders and consumers.Therefore,they will decide if they buy OPPO mobile phone under the effect of the above factors.