Study On The Impact Of Customer Value On Brand Of Consumer Electronic Products Competitiveness

With the development of market economy, the commodity is increasingly rich anddiversified, which make the material production of relative surplus. Coupled with rapiddevelopment of science and technology, the goods homogenization is increasinglyobvious, which lead to fierce market competition. It is difficult for enterprises tocontinue to obtain a sustainable competitive advantage on traditional methods. In orderto survive and develop, enterprises are constantly looking for competitive advantagesource. In the1990s, it found that the concerns of corporate marketing were merelyproduct quality and technical level, and it was more difficult to obtain sustainablecompetitive advantage. Many companies began to shift attention to brand and maintain afavorable market position through the creation of a unique brand, which was difficult toimitate. The world has entered the area of brand competition now. The brand isbecoming the most powerful weapon of the enterprise competition. The brandcompetitiveness is important outward manifestation of the comprehensive ability.The strength of the brand competitiveness determined ultimately by the customerdetermines the survival and development of enterprises. With the growing awareness ofcustomer brand, the brand has been an important basis for their choice of goods. Thebrand must be externalized as specific interests and values perceived customer in orderto be accepted. It is because that welcomed and recognized market brand creates valuefor customers, by which enterprises can cost-effective and be invincible in the fiercemarket competition.Reform and opening up, especially after the accession to the WTO, foreign brandsinflux to the domestic market and decline market share of the domestic brands. Theenterprises face a crisis of survival. Although there are fierce competition between anumber of domestic brands and foreign brands, some domestic brands seize the chanceof the industry and product upgrades, and expand their market share and the formationof a certain brand. But compared with foreign brands, there are still a large gap betweenthe brand competitiveness, which needs to be improved.Based on the customer value, this paper selects customer loyalty as mediating variables and consumer motivation as adjustment variables of brand competitiveness.First, review relevant variables literature. Secondly, select consumer electronics surveyidentified22evaluations by expert advice to form the forecast questionnaire. Beforeresearch on the prediction questionnaire items, it is a small sample test that resultsremoved two indicators; the final formation of the official questionnaire contains20evaluations. Exploratory factor analysis and confirmatory factor analysis of the data isobtained by the investigation, which builds20evaluation includes four levels ofconsumer electronics brand competitiveness evaluation index system. It calculates thecompetitiveness of five consumer electronics brands to verify the rating index system byYAAHP0.5.2level weights analysis software. Next, based on the logical relationshipbetween the literature comb and variable, the paper builds theoretical model andproposes hypothesis. Finally, with SPSS19.0statistical analysis software andAMOS17.0structural equation model of customer value, customer loyalty, brandcompetitiveness, consumer motivation and each dimension of the relationship, thevalidation and reliability analysis is mainly used in the processing of the data,independent samples T-test, exploratory factor analysis, confirmatory factor analysis,correlation analysis and regression analysis, a variety of methods are used to verify thehypothesis, and the corresponding conclusions.The structure of this study is organized as follows:The first chapter is introduction. It mainly expounds the problems of the researchbackground, research significance, research purpose and method, research content,framework, structure and innovation.The second chapter reviewed the relevant literature research. Mainly on customervalue, customer loyalty, brand competitiveness and consumer motivation of the relatedliterature at home and abroad were reviewed.The third chapter is the brand competitiveness evaluation index construction. First,it selects consumer electronics as investigation object through the method of expertopinion.22evaluation indexes are determined, which form a questionnaire. Second, ituses a small sample data to predict the questionnaire item analysis, and deletes the twounidentified item of degrees, which eventually form contains20evaluation index of thequestionnaire. Third, the questionnaire collects data on exploratory factor analysis and confirmatory factor analysis, including four levels constructed evaluation index of20consumer electronics brand competitiveness evaluation index system. Fourth, it uses theanalytic hierarchy process to determine the weight of each index, and calculates thecompetitiveness of the five consumer electronics brand to verify the research institute ofbuilding evaluation index system.The fourth chapter is the customer value influence on brand competitivenessresearch design. First, it builds a theoretical model of this study according to the logicalrelationship among variables research hypotheses. Second, analysis method isintroduced. Third, it forms the measurement of each variable scale. Finally is thequestionnaire design, data collection and sample descriptive statistical analysis.The fifth chapter is empirical analysis and discussion of customer value on brandcompetitiveness. First is using SPSS19.0statistical analysis software on eachquestionnaire item analysis to verify that the question whether the significant. Second isoverall measurement scale and subscale reliability testing. Each subscale exploratoryfactor analysis is used to reduce the ideological dimension through the study of internaldependencies among the large number of variables to explore the basic structure of theobservational data with a few "abstract" variables to represent. Fourth, confirmatoryfactor analysis for each subscale test model is fit in within the acceptable range. Fifth isusing correlation analysis of the correlation between the authentication variable by theSPSS19.0statistical analysis software. Sixth, using of regression analysis verify theresearch assumptions one by one. Finally, the results of the analysis are discussed.The sixth chapter is the research conclusion and the suggestion. According to theresult of empirical analysis, this paper lists research conclusion, and points out thelimitation of the study and directions for future research.From the research of this article, it could provide theoretical basis for enterprises toenhance brand competitiveness.