An Empirical Study On The Influencing Factors Of Chinese Mobile Brand Image On Vietnamese College Students ‘Purchasing Tendency

Nowadays,communication is one of the most important and indispensable needs in human life.Mobile phones are a tool to help people quickly capture information and understand the world around them.Previously,we used mobile phones only to make phone calls or text messages.Nowadays,smartphones have completely changed the way they used to be used.Games,social networking,e-mail,weather forecasting,maps and search are common basic functions of smartphones.Mobile networks have grown tremendously,thanks to the widespread use of smartphones.Books,music,videos and news are the most important concerns of mobile users today.It can be said that the introduction of smart phones or smart phones is a major invention to meet these needs.Everyone's consumption of smart phones is the general trend.With the continuous development of society,consumers in the 21 st century have increasingly high demand for purchase.In the choice of mobile phones,the decision of consumers depends on many factors,because the information sources in the market provide consumers with a variety of choices.Moreover,if an enterprise wants to conquer today's market,its scale is not only at home,but also has the potential of transnational development.As a neighboring Vietnamese market in China,the demand for smart phones is huge.Especially for young Vietnamese students who are pursuing fashion,they have huge demand for smart phones.They are also very concerned about the brand image of mobile phones used.It affects their tendency to buy mobile phones.In recent years,China's mobile phone brands such as Huawei,Xiaomi and OPPO have been repeatedly recognized by consumers in the international market.In particular,mobile phone brand operators represented by China's Huawei mobile phone brand have made continuous progress in mobile phone technology and gradually shortened with foreign countries.The distance between Samsung,Apple and other mobile phone brands.Vietnamese college students are the guiding force for the consumption of mobile phone brands in China.They pay great attention to the brand image of mobile phones.If they develop this market,they will be better able to gain recognition from other consumers in Vietnam.Based on the survey of Vietnamese university students,this paper constructs four main variables and six hypotheses through model construction,research hypothesis,research design and research design,and empirically analyzes the impact of Chinese mobile phone brands on Vietnamese college students' purchasing propensity.Regression analysis and verification of hypotheses mainly lead to the following conclusions: The three dimensions of China's mobile phone brand image are positively affecting the purchasing tendency of Vietnamese college students;the image of China's mobile phone enterprises is positively affecting the image of products or services;the image and products of Chinese mobile phone companies Or the service image positively affects the user's image.Some of the research findings on the marketing of Chinese mobile phone brand companies in the Vietnamese market include: focusing on shaping a clear product or service image;focusing on establishing a clear corporate image;focusing on brand supporters.