Research On Brand Premium And Influencing Factors Of Mobile Phone Enterprises In China

Under the background of brand leading the transformation and upgrading of enterprises,with the vigorous promotion of 4G / 5G communication technology,China's smart phone brands have achieved rapid development.Among them,the smart phone brands represented by Huawei and Xiaomi occupy a large share in China's mobile phone market,and have the important value of continuously improving the social and international influence of China's smart phones.However,on the other hand,we can also see that compared with the famous mobile phone brands represented by apple in foreign countries,the brand premium ability of smart phones in China is relatively low.The brand premium ability of mobile phone is an important embodiment of the major brands' ability in the market.The higher premium ability represents the consumers' love for the brand,the repurchase rate and loyalty.Therefore,if the major mobile phone brands want to occupy a dominant market position in the market,they should attach importance to brand construction,improve their brand premium ability and enhance their ability of rapid development.In the research,firstly,using the method of literature review,this paper combs the background and significance of this study,as well as the literature about brand,brand premium and its influencing factors,so as to lay the foundation for the subsequent construction of brand premium model.Then,using questionnaire survey and regression analysis to build the brand premium model,and according to the literature review content,the influencing factors of brand premium are clear,and the situation of brand premium is calculated.At the same time,combined with the analysis results,relevant analysis and regression analysis are carried out on the relevant data,so as to explore the factors affecting the brand premium and realize the products of the enterprise The way of brand premium is interpreted.The empirical results show that brand loyalty,brand satisfaction and brand awareness have a direct positive impact on brand premium,and the impact is very significant,and brand loyalty has the greatest impact.Finally,it puts forward the ways to realize the brand premium of mobile phone enterprises in China from five aspects: product quality,brand awareness and concept,long-term development science and technology planning,differentiation strategy and market positioning strategy.