| With the acceleration of the integration of the global market economy,enterprises are facing the competition from the global market.Whether the products manufactured for export can be recognized by consumers is the key to the formation of enterprise brand competitiveness.Although the export of Chinas mobile phone products is increasing,the market share of developed countries is still low and the visibility is not enough.The information of the country of origin contained in export products has become an important external clue to influence the evaluation of consumers attitude.Developing emerging markets and expanding export routes are the inevitable requirements of Chinese mobile phone companies and their products in the rationalization process of international market.Therefore,from the perspective of consumers,this study excavates overseas consumers attitudes towards Chinese mobile phone brands and studies the impact of the image of the country of origin on consumer behavior,aiming to enhance the competitiveness of Chinese mobile phone brands in overseas markets.This study first analyzes the export status of Chinas mobile phone industry,elaborates the development status of Chinese smartphone companies in major overseas markets from the export scale,export market and sales channels of domestic mobile phones,and analyzes the problems existing in the export of Chinese smartphone brands and the challenges faced by mobile phone companies.Secondly,the key to collect both countries consumers for mobile phone brands in China and abroad mobile phone brand evaluation data,through qualitative research methods,according to the research process of grounded theory to analyze comment codes,repeated comparison and analysis,the final formation of Chinas mobile phone brand source image and overseas customers to China mobile phone brand attitude towards the relationship between the theoretical model,including China mobile phone brand source image by source condition,the source of enterprise and its brand and product situation,individual consumers the influence of the three core categories.Finally,combining with the specific consumer evaluation content,the theoretical model is explained and analyzed,and the performance of Chinese mobile phone brands in different overseas markets is summarized,so as to provide management suggestions for their overseas expansion.Through the analysis and summary,it is found that there are great differences between the consumers of the United States and India.Indian consumers are easily moved by the highly cost-effective mobile phones produced in China,while American consumers pay more attention to the added value of mobile phones and pay more attention to meet their own needs.In the U.S.market,China’s mobile phones have some problems,such as insufficient brand competitiveness,inadequate consumer service and support,and low brand awareness.In order to improve the image of China’s mobile phone brand country of origin and shape the brand image of China’s smart phone developed countries,this paper puts forward management suggestions: to provide high-quality products and services,adhere to all consumer centered,reasonably divide consumer segments,and establish brand strategies for different consumer groups;Pay attention to brand innovation,increase R & D investment,enhance the ability of independent innovation of technology,seek technological breakthrough and rapid product iteration;Integrate multiple channels,select the brand spokesperson who fits the brand image to transfer the brand value and expand the brand awareness and influence. |
