Factors Influencing Customer Value Of Mobile Phone Market In Our Country: An Empirical Study

Customer has been becoming the root of enterprise's sustainable development. The basic law of Market Economy is always market focus. When product and service can be met customer's expectation and enterprise think of customer firstly, customer will buy your product and service. After the stage of rapid development, mobile phone market in our country will enter a mature phase. Paying more attention to customer value (CV) and change of CV and providing excellent product and service is the key for many mobile phone companies. So under this reality and theory circumstance, this thesis, research on factors influencing customer value and their importance, is of important theory and reality meaning.The thesis puts forward question which the thesis want to resolve after generalizing and analyzing the status about the mobile phone market development in our country .According to the relevant literature and field surveys, which is used for reference, the thesis bring forward factors influencing customer value considering our present status of mobile phone market. At the same time, the thesis has difined the meanings about factors, established appropriate indexes to measure these factors, founded the model of factors influencing customer value and put forward interrelated hypothesis. The thesis makes an empirical research on factors influencing customer value and their importance through questionnaire by appling spss V.12.0 software, than there are some conclusions as following: (l)Factors of service, price and quality have a strong effect on customer value, factors of service and quality have a positive effect, and price is negative;(2)Factors of sales promotion, operation and function have a moderate effect on customer value, all the previous factors have a positive effect;(3)Factors of experience and appearance have a little effect on customer value, and factors of experience and appearance have a positive effect;(4)Factor of technology, convenience, cognitive capability and customization have a weak, negative effect on customer value in the mobile phone market. Conclusions mentioned above have validated the model and hyphothesis which thesis is put forward. This thesis brings forward the shortage and outlook according to conclusionsat last.