Mobile Phone Brand Loyalty Empirical Analysis On University Students Of Taivuan City

From1989the first mobile phone to enter the Chinese market has twenty years.With the economic development, the progress of science and technology, theimprovement of standard of living, mobile phone already from original minority"luxury" into the present high popularity rate, the ordinary consumer goods and dailynecessities。At the same time, because the consumers more consolidate leadingposition, in order to better meet consumer demand, mobile phone from the earlysimple communication evolution is now set communication, entertainment, Internet,video and other functions in one of the high-tech, modern products. From the currentdevelopment trend of China mobile phone market, mobile phone has become highlycompetitive industries. Mobile phone brand loyalty and gradually become the crucialfactor of competition ability of mobile phone。This paper aims to study the Taiyuan college student mobile phone brand loyaltyinfluencing factor. In the review of the relevant brand loyalty on the basis of thetheory, through in-depth interviews, the extraction effect of mobile phone brandloyalty factors of College students, And then design the questionnaire of collegestudents in Taiyuan, on the field and network of two channels of the investigation, theuse of SPSS16.0on the raw data for statistical analysis, the construction of Taiyuancollege student mobile phone brand loyalty regression model.Through empirical analysis, the conclusion of this thesis mainly includes:(1)Taiyuan university student mobile phone brand loyalty is not high, mobile phonemanufacturer, marketer should seize this opportunity, promote mobile phone brandinfluence on campus and brand loyalty.(2) effects of Taiyuan college student mobilephone brand loyalty factors according to the degree of order: mobile phone subsidiaryfunction, core function, safety and reliability, brand image, product image, theconsumption cost, service quality.