Study On Consumer Brand Switching In Mobile Phone Market

With the gradual deepening of global economic integration, almost all of the well-known mobile phone brands around the world in china mobile phone market. Consumer loyalty to the international brands are far more than local brands, local brands feel huge pressure. Out of their own survival and development considerations, business managers are expected to maintain the original relationship between brand and consumers, and attract new consumers to obtain greater market share and profits. This gives enterprises a new topic:how to attract consumers convert from competing brands, while preventing own consumers to switch?For the consumer brand switching behavior, the focus of academic research is to explore the impact factors of the customer switching. But there is still a great scope of the study limitations, can not distinguish differences between different types of consumer switching behavior, also failed to thoroughly investigate the relationship and action mechanism of conversion incentives, consumers and brands. And domestic scholars’empirical research on this issue is relatively small and mainly concentrated in the fast moving consumer goods and services industries. Therefore, the in-depth study and discussion on the formation of consumer brand switching behavior and the factors affecting is necessary.To bridge theory and practice of the gaps that exist in, the paper introduce the types of the consumers as the background variables, consumer promise as a intermediary variable into model in order to study the impact factors and mechanisms of consumer brand switching, to guide brand managers how to maintain the relationship between brands and consumers, and from the relationship maintenance to get the customer’s lifetime value.Paper is divided into theoretical and empirical research in two parts. Part of the theoretical, first analysis of the relevant literature, extract of the mobile phone market consumer brand switching impact factors, put forward hypothesis of this research and constructed a model of consumer brand switching. In model, promise will be divided into emotional promise and calculative promise, to study how the pre-variables have effect of the promise, promise how to influence on brand switching and promise has what kind of regulatory role. Secondly, based on the assumption, develop measure scale in this study required drawing on matured scale.Part of empirical research, mainly through the questionnaire to collect material, use statistical software SPSS13.0analyzed data. The empirical analysis conducted in two stages.The first stage is validation analysis, mainly through the validity and reliability analysis to verify the accuracy of inventory items and the reliability of sample data. The second stage is hypothesis testing, analysis variance of the background variables, to explore different types of brand switching behavior of consumers, whether significant differences in pre-variables; then use correlation analysis and regression analysis to analyze the model, to explore the impact of the former set variables; and how effective regulation of promise.The innovation of this study may be reflected in:First, introduction a new perspective, different from previous studies, this research from the perspective of received enterprise, discuss the differences between different types of consumers, as well as the relationship of conversion factors and brand switching. Secondly, to introduce relationship marketing theory into this study, drawing promise into the relationship of impact factors and consumer brand switching, and test its mediation effectiveness in the model, to better characterize the consumer psychology.According to the conclusions of this study, combined with practical problems, this paper presents the corresponding management recommendations. At last, this paper points out the limitations of this study and future research directions.