A Study On The Change Of The Value Perception Of Fashionable Product From Using Mobil Phone As An Example

Since the 1950s, Pop culture appears in the people's daily life with a newer form and more powerful effect because of the new development of the society, it's close related to changes of the basic structure of the contemporary society and the basic mind, it reflects the value point of modern people and their pursuit in consume. Additional,the period about the produce and the reproduce of the Pop culture becomes more shorter and the Pop culture becomes more consumerism and businesslize, which make Pop culture become an important element that should be considered when going on a study on consumer psychology and the recognition about one product.With the dovelopment of the society and the changes about market structure , the competitiveness of enterprise and the influence of cultures besides Pop culture, the "value of a produt" becomes a more and more popular topic among consumers and enterprises. In the present market where the competions of products have never been so intense. Consumers choose products according to their sensation. The reason why they want choose this product while not other competitive products is that they feel this product can bring them more values. In fact, all comsumes are based on value , the values are decided by consumers and exist in the mind of their owners.Therefore, if we want to study the consumer psychology through a profound way and probe into some new thought and countermeasure on industry design, sell tactics and advertisement scheme which come from the study. So, the probe into the product value of consumer's mind is very necessary.In this study, the typical pop product -mobile phone is used as a medium, all the possible feeling about mobile phone are definited through "value pattern"which are quoted from related literatures, then, through Perceptual Technology, analyse the feeling of value about the moment when the tested people bought his mobile phone and the feeling of value at the moment. Then this study discusses the possibility between the feeling of value and the price of his mobile phone, the reason about why some feeling of value changed so much, the degree about the tested people are effected by environment and diffrent intention of consuming will take which attitude toward the feeling of value and so forth. Moreover, at the same time, this study put forward some related tacticses on industry design, sell and advertisement.