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1、AnalysisonBrandLoyaltyofMobilePhoneinSuzhouMeGenerationAbstractTheeraof3Gwitnessestheintensecompetitionofcellphones.Consumers’choicesofmobilebrandsarenootherthanepitomesofmobilephonebrandloyalty.Atthesametime,asthemainforceofmobilemarket,marketshareoftheMeGenerationhas
2、becomefocusofcellphonemanufacturers.Inaddition,Suzhou,asecond-linecity,achievesadvancementnotonlyintechnologicaleconomy,butalsoinhigh-endelectronicproducts.Thisessayisbasedonpersonalinformationincludingage,gender,incomeandeducationalstatuesamongSuzhouMeGenerationwithqu
3、estionnairesandstudiesmobilephonebrandloyaltyinthefollowingfiveaspects:price,quality,promotion,placeandidea.Aftercollectingthesedata,italsoutilizesthreemethodsinvolvingmodels,mathanddescriptions.Then,influencingfactorsonSuzhouMeGenerationinmobilephonemarketwillbefound:
4、priceandqualityhavearelationshipwithbrandloyalty;promotionhavsaratherweakassociationwithbrandloyalty;placeandideafactorisalsorelatedwithbrandloyalty.Attheendoftheresearch,enlightenmentsandsuggestionswillbeprovidedrespectivelytocellphonemanufacturersathomeandabroad.Keyw
5、ords：MeGenerationbrandloyaltymobilephonesinfluencing-36-factors-36-摘要3G時代，手機的競爭日趨白熱化。消費者對手機品牌的選擇正是他們對手機品牌忠誠的真實寫照。與此同時，作為手機市場的主力軍，80后在手機市場中所占的份額也成為了各大手機廠商的關注的焦點。此外，二線城市蘇州不僅在科技經(jīng)濟上取得了巨大成就，而且在高端電子產(chǎn)品領域也有所發(fā)展。本文通過問卷的形式，在蘇州80后消費者的年齡、性別、收入、教育狀況的基礎上，從手機產(chǎn)品本身的價格、質量、促銷、地點、理念角度出發(fā)調查其
6、手機品牌忠誠的狀況。在搜集完數(shù)據(jù)后，本文運用三種方法：建立模型、數(shù)學研究和數(shù)據(jù)描述進行分析。然后，找出影響蘇州80后消費者對手機品牌忠誠的影響因素：價格和質量對品牌忠誠有影響；促銷因子影響較小；地點和理念因素對品牌忠誠也有影響。最后，本文給予國內外手機制造商啟發(fā)和建設性意見。關鍵詞：80后品牌忠誠手機影響因素-36-ContentsAbstracti摘要iiContentsiiiChapterOneIntroduction11.1ResearchBackground11.2GeneralPurposeoftheResearch21.
7、3SignificanceoftheResearch31.4TheHypothesis4ChapterTwoLiteratureReview52.1DefinationofBrandLoyalty52.2ResearchonInflencingFactorsofBrandLoyalty62.3ResearchonInflencingFactorsofBrandLoyaltyofMobilePhone7ChapterThreeMethodlogy103.1MethodsoftheResearch103.1QusetionnaieDes
8、ign11ChapterFourDataAnalysisonBrandLoyaltyinSuzhouMeGeneration124.1CharacteristicsoftheSamples114.2DataAnalysis13Chap
