The Mobile Phone Industry Research, Brand Loyalty Based On Customer Value

Along with the consumer market competition is becoming increasingly fierce and customers for the cost increase ,and cultivate and maintain loyal customers groups have become a key strategy to win the market. Therefore, how to establish and maintain customer loyalty has become a concern of the business community and a focal point. In this context, this paper has been absorbed predecessors on the basis of research results, select the mobile phone industry as a research object, expect the industry to explore the formation mechanism of customer loyalty, which in theory and the business community to some enlightenment.Through access to domestic and external factors affecting customer loyalty literature, focusing on market access to the purchase of IT products and the factors affecting customer loyalty literature, the theoretical grasp of the latest developments and progress of research results, particularly concerned about the use of research literature methods and the conclusions reached. In a large number of research literature on the basis of use of IT products market customer buying behavior and customer loyalty theory of the basic principles at home and abroad and has some research results, the impact of IT products market customer buying behavior and attitude of loyalty to the basic factors in the study IT products on the market vendors in customer loyalty, and maintain competitive advantage marketing strategy. Handsets in the IT industry as an example, these handsets's reputation and brand loyalty factors affecting the will of the survey, based on empirical analysis of the factors that influence customer loyalty.Based on the value of customer loyalty research is a relatively new research perspective, because the author's capacity and energy constraints, only the results of previous studies carried out in order, on the issue put forward their views and vision research, for some the study also is not thorough enough, therefore this study, thereare also some limitations and shortcomings, to be strengthened and improved.