Study On The Competitiveness Promotion Of Domestic Brand Mobile Phone Enterprise Based On Customer Value

In recent years, as more and more enterprises entering the domestic mobile phone market, the competition becomes increasingly stiff, especially when mobile phone production authorized system was cancelled in 2007 which greatly lowered the threshold of mobile phone industry. Meanwhile, emulational mobile phone has become a new party on the domestice mobile phone market, and the competition has been pushed to a new climax. Competing with foreign brands mobile phone enterprises and emulational mobile phone manufactures, domestic brand mobile phone enterprises suffered heavy losses, and highlights the problem of the lack of competitiveness. And how to adjust business strategies to enhance the competitiveness has become a top priority of domestic brand mobile phone enterprises.As a key influencing factor of enterprise competitiveness, customer has always been the focus of competition, and with the knowledge and skills increasing, they are increasingly concerned about the value supplied by enterprises. The more value enterprises supply, the stonger they will tend to become. Therefore, studying enterprises how to implement the customer value-oriented development strategy to create more customer value in the perspective of customer value is an important solution to promote the competitiveness of domestic brand mobile phone enterprises.Taking the competitiveness of domestic brand mobile phone enterprises as the object of study and taking the customer value as the study angle, this article applies relevant knowledge of enterprise competitiveness, customer value, factor analysis and uses SPSS statistical analysis tool to build customer value-based domestic brand mobile phone enterprise competitiveness influencing factor model and dynamic model of competitiveness promotion, aiming to put forward relevant strategies and ideas to enhance the competitiveness of domestic brand mobile phone enterprises. The article includes six parts:The first part outlines the background of study, the meaning of the study, the solutions applied, the content frame and so on.In the second part, theories of corporate competitivenes and customer value are reviewed and they are the theoretical basis of this aritcle.In the third part, the competitive environment of the domestic brand mobile phone enterprises is analysed through the integrated use of qualitative analysis, quantitative analysis and comparative analysis.The fourth part is mainly about empirical analysis about mobile customer value, relating to collecting information about mobile phone customer value through depth interviews and questionnaire survey, and building customer value-based domestic brand mobile phone enterprise competitiveness influencing factor model on the basis of result of factor analysis.In the fifth part, the customer value-based domestic brand mobile phone enterprise competitiveness promotion dynamic model is built and relevant strategies about competitiveness promotion are given. Finally, the conclusions, innovation , shortcomings and future study prospects about the article are summarized in the sixth part.