Research On The Evaluation Of Smart Phone Brand Competitiveness Based On Customer's Brand Equity

In recent years, smart phone brands develop very rapidly. Domestic smart phone brands,such as Huawei, Xiaomi, Meizu,are not only improving in market share,but also strengthen the prestige of the national mobile phone brand and improve the social influence of the domestic smart-phone. However, on the other hand, we should see that,compared to Apple, the premium is still relatively low. At present, domestic smart phones mainly focus on low end market, and price is between 1000 to 2000. In the global market, the market share of national phone brands is far lower than that of Samsung and Apple. In addition, market environment of smart-phone are highly unstable. For example, Once very famous mobile phone brand Nokia and Motorola finally disappeared in the market, and Samsung once had quickly swept the china market,but now has a serious decline in the market share. In 2015, Samsung has fallen below five in the domestic market. At the same time, although the demand for mobile phone is increasing, but the driving force to boost the demand for smart-phone is mainly due to replacement of mobile phone. In other words, the consumer demand of mobile phone has become saturated. Therefore, in such a competitive environment how to obtain sustainable competitive advantage and enhance brand competitiveness is a fact for enterprises to be considered.Brand competitiveness is a unique ability that is ahead of other competitors, and Whether the brand competitiveness is strong or not lies in the ability to meet consumer demand. Brand equity is premium of product that consumer are willing to pay more for their own favorite brands,or is added value of product or service which are produced in company's marketing efforts. It is focused on the understanding of brand in the consumer's perspective, and is also the embodiment of brand competitiveness. So evaluation index system is constructed based on brand equity in this paper. It is made up of five secondary indicators(Brand loyalty, brand association, brand reputation, brand awareness, perceived quality)and 18 three-tier indicators. By using entropy method, I get the weight of each index, the result is as follows, the weight of the brand awareness is 0.2168, the weight of the brand association is 0.1842, the weight of the brand reputation is 0.3799,and the weight of the brand loyalty is 0.2191. Finally, five mobile phone brands on the Chinese market are selected to make an empirical analysis, aimed at verifying the practicability about the index system. Besides, through the questionnaire survey, the evaluation scores of five mobile phone brands on the two level indicators are obtained, and combined with entropy weight and fuzzy comprehensive evaluation method, the comprehensive evaluation values of the five mobile phone brands is calculated. The final comprehensive evaluation of the brands, from high to low, ranks as follow: Apple, Huawei,Mi, OPPO, Meizu. Through the analysis of the results, it is found that there are differences in all the indicators and the comprehensive evaluation score. Therefore, it shows that it is feasible to measure the competitiveness of smart phone brand in the customers' perspective.