Comparative Research For Chinese And Foreign Mobile Phone Brand Image

The mobile communication industry of telecommunication industry has developed rapidly in nationwide since 2000; however, as the terminal industry of mobile communication industry, mobile phone has experienced a difficult developing process since 1987. From starting in 1998 to occupying half proportion of domestic mobile phone market in 2003, and then to covering less than 30% of the market share in June of 2006, domestic mobile phone has experienced one after another severe test. By sharp contrast, main international brands, such as Motorola, Nokia, Sony Ericsson and Samsung, advance triumphantly, flexibly conduct channel reform and adjustment of production line, thus encroach share of China's mobile phone market time and again. Confronted with formidable pressure of foreign mobile phones and the continual decline of market share since 2004, what should domestic mobile phone do? That is a hard problem for Chinese to solve urgently. Facts tell us that competition of China's mobile phone market is developing from pure product competition to comprehensive ability of marketing . Creating an advantageous brand is the favorable guarantee for enterprise to obtain tremendous intangible assets and sustained development and centralized embodiment of the comprehensive marketing ability of enterprise, while brand image has a crucial core function for creating an advantageous brand. Nevertheless, there is huge gap between domestic and foreign mobile phone, whether in historic experience, thought and concept of brand operation & management or in management mode and operation means . At present, there are many problems for domestic mobile phone in image-building of brand, many enterprises have no correct and all-round understanding to the connotation of brand image, or their understanding is staying superficial level, therefore, to build ideal brand image and create advantageous mobile brand should be the vigorous measure and urgent concern for domestic mobile phone to surpass foreign mobile phone brand and prevent the dramatic decline of total market share. Just under the above-mentioned context, this research hopes to give some constructive advice and suggestions for domestic mobile phone market to get rid of the absolutely inferior position in present market from an angle of long-term development through empirical research on the comparison between the brand images of Chinese and foreign mobile phones.In order to make comparison on the image brand of Chinese and foreign mobile phones, this research combines deductive method and empirical statistical testing and makes pertinent and localized adjustment on Bell Model to fabricate measurement table and collect primary data, and apply SPSS software to conduct statistics, analysis and verification, draw a conclusion and get some meaningful management revelation. The innovative point of this research is to apply Bell Brand Image Evaluation Model to local mobile phone market in the first time and verify the utility and reliability of the model, at the same time, it conducts an overall comparative research on the brand image of Chinese and foreign mobile phones and obtain some valuable information and conclusion and verifies three hypnoses through statistical data analysis.The paper can be divided into five chapters, Chapter I is introduction which is the presentation of research issue, research background and significance, main innovative points and research frame of the paper. Chapter II is to make an overview and analysis on the references related to brand image and make a comparison on the brand image evaluation established by Chinese and foreign scholars on this basis. Chapter III is the design and implementation of empirical research, design of measurement table and questionnaire, data collection, analysis, verification and revision, which is the emphasis of this research. Chapter VI puts forward the research conclusion and management revelation on establishment of domestic mobile phone enterprise and management brand image. Chapter V is conclusion, which explains the main contribution, limitation and direction of future development.