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Abstract Nowadays, mobile phone is an indispensable tool. The iPhone brand takes the largest market share in China and attracts attention from more and more undergraduates. At the same time, brand loyalty is one of the most important intangible assets in corporation and can help a corporation to acquire persistent competitive advantages. This present research examines brand loyalty level on iPhone among undergraduates in Normal University. It intends to make the qualitative and quantitative analysis on different ratio of the brand loyalty level among undergraduates through questionnaire. The data collected can be used for iPhone merchants to know about undergraduates’ brand loyalty level and make a proper targeted marketing strategy to maintain their high market share or even get higher market share. Meanwhile the present research expects to help other mobile phone brands’ merchants to analyze undergraduates’ brand loyalty level therefore they can make an efficient marketing strategy which is mainly designed for their target consumers based on the brand loyalty and expects to help them establish their brand loyalty among the undergraduates and increase their market share.
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Key Words: Brand loyalty level iPhone Undergraduates
摘 要如今，手机已成为必不可少的工具。而在众多的手机品牌中，Phone手机品牌更是占据了中国最大的市场份额并吸引了越来越多大学生的注意。而与此同时，近些年的国内外研究表明品牌忠诚作为企业最重要的无形资产之一，能帮助企业获得持续的竞争优势。本研究首先从江苏师范大学大学生对iPhone的品牌忠诚层级的测量入手，并通过问卷法调查大学生对iPhone的品牌忠诚层级，并对不同品牌忠诚层级的大学生进行定量和定性分析。研究者希望通过搜集的数据可以让iPhone手机商家具体了解大学生对其品牌忠诚层级的实际情况，从而根据不同的情况制定正确的有目标的营销策略从而文持其市场的优势地位，进而获取更多的市场份额。与此同时，本研究也可以为其他手机商家研究大学生手机品牌忠诚层级提供借鉴意义，希望相关商家可以从其消费群体对其品牌忠诚层级的实际情况采取更加高效的市场营销方案，有的放矢，从而帮助自己在大学生中建立品牌忠诚，提高自己品牌的市场份额。26458
关键词：品牌忠诚层级 iPhone 大学生
Contents
Abstract i
摘 要 ii
1 Introduction 1
1.1 Background 1
1.2 Purposes and Significance 2
1.3 Structure 2
2 Literature Review 3
2.1 Definition of brand loyalty 3
2.2 Influencing factors of brand loyalty 4
2.3 Brand loyalty level 5
2.4 Satisfaction 7
3 Methodology 9
3.1 Qualitative and Quantitative 9
3.2 Questionnaire 9
3.3Design reasons of questionnaire 10
4 Research results and analysis 12
4.1 Basic information: Questions 1-3 12
4.2 Corporation dimension: Question 4-6 13
4.3 Customer dimension:Questions 7-12 15
4.4 Summary 17
5 Conclusion 19
References V
Appendix VI
The Influence of Brand Loyalty Level on Marketing Strategy----Taking iPhone Users Among Undergraduates in Normal University as an Example
Chapter One Introduction
1.1 Background
Nowadays, a mobile phone is an indispensable tool. People almost use it every day for many functions, like communication, music, TV, film, navigation system, games, e-books and so on. According to the report of TechWeb on 6th Mar, 2015, iPhone takes a 25.4% market share from November 2014 to January 2015. This is the new peak of iPhone in Chinese market. However, during the same period, Samsung smart phones take only an 11.3% market share.