Research On Prediction Of Mobile Phone Brand Preference Transfer Of Online Consumer

With the year-on-year growth rate of mobile Internet consumers decreasing,the overall scale of the mobile phone industry has approached its peak,and the undercurrent of competition among mobile phone brands has become more intense.From the existing research,it is found that most of the researches are from the perspective of consumers to explore the influence of a single factor on the transfer of brand preference or phased analysis.The research on the influence factors of the transfer of mobile phone brand preference and the prediction of brand preference transfer tends to be comparatively researched.Therefore,it is important to study the development law of the transfer of mobile phone brand preferences of online consumers,strive to improve consumers' satisfaction with individualized needs,and increase core competitiveness.Based on this,this paper focuses on the following three questions:(1)What are the factors that affect the transfer of mobile phone brand preference of online consumers;(2)How do these factors affect the transfer of mobile phone brand preference of online consumers;(3)How to be effective predict the transfer tendency of consumers' mobile phone brand preference.In order to explain the above three questions,this paper uses grounded theory to analyze the influence factors of online consumer mobile phone brand preference shift from the perspective of the enterprise,and constructs a theoretical model with the pushpull-anchor framework as the theoretical guide.Then,the text mining sentiment analysis technology is used to calculate the sentiment tendency of the influencing factors obtained from the grounded theory,and the projection pursuit model based on differential evolution optimization is constructed to predict the consumer's brand preference transfer tendency.The research results show that there are three main categories and eight sub-categories that affect consumer brand preference transfer,including brand promotion,brand competitiveness,brand origin,brand price-performance ratio,brand awareness,brand satisfaction,brand quality,and brand uniqueness.According to the optimal stimulus theory,herd effect,herd mentality principle,status quo preference theory,etc.,brand promotion,brand competitiveness,brand origin,brand cost performance,and brand awareness can be divided into pull factor categories.Brand satisfaction and brand quality belong to thrust.The category of factors directly affects the transfer of brand preference;brand uniqueness is an anchoring factor,which not only directly affects the transfer of brand preference,but also adjusts the influence of pulling and pushing factors;the projection pursuit regression model based on differential evolution optimization can effectively predict consumers' brand preference transfer tendency,compared with neural network prediction,the accuracy rate has improved 1.9%.This research extends the push-pull anchoring framework and builds a mobile phone brand preference transfer tendency prediction model,which helps companies to accurately identify consumer preferences,provides theoretical guidance for companies to maintain the loyalty of existing consumers,and attract potential consumers.Companies formulate precise marketing strategies to match consumers' individual service needs.