Comparative Study On The Brand Premium Of Domestic And Foreign Mobile

At present,the development trend of China's mobile phone brands is in a good state,and the sales share in the world mobile phone market is gradually increasing,but the profit gap between China and foreign well-known mobile phone brands is still significant.With the popularity of smart phones,the world mobile phone market has entered the era of storage and quantification.At this time,if domestic mobile phones want to continue to occupy a place in the world mobile phone market,they can no longer rely on the traditional high quality and low price competition.How domestic mobile phone brands stand and maintain their unique advantages in the fierce competition of the world mobile phone market has become a hot topic.Mobile phone brand premium is the embodiment of the competitiveness of mobile phone brand in the world market.It represents the degree of consumers' preference,loyalty and willingness to buy the mobile phone of the brand at a premium.Therefore,if the domestic mobile phone brands want to stand out among the many mobile phone brands in the world and obtain higher profits,they should pay attention to the brand construction and improve the premium ability of mobile phone brands,so as to expand the market share and realize the long-term development of the brand.Firstly,this paper combs the relevant literature of brand premium,analyzes the applicability of current traditional asset evaluation methods and modern brand evaluation methods,and constructs a mobile phone brand premium model based on brand credit model.Secondly,through the questionnaire survey,it is found that in the case of mobile phone homogenization,there are significant differences in consumer preference for mobile phone brand choice.Finally,this paper gives weight to the mobile phone brand premium model through exploratory factor analysis,calculates and compares the brand premium of domestic mobile phone brand oppo,Huawei and foreign mobile phone brand apple,finds out the common problems in the construction of domestic mobile phone brand,and puts forward corresponding suggestions.Through the establishment of mobile phone brand premium model,we can analyze the factors affecting mobile phone brand premium,explore ways to improve the competitiveness of domestic mobile phone brands,and promote the further development of China's mobile phone brands.