手机品牌转换行为影响因素研究(以长沙市场为例)

手机品牌转换行为影响因素研究(以长沙市场为例)(13000字)
摘 要：随着经济全球化随着经济全球化得发展，企业之间的竞争日趋白热化。企业间的竞争已经从广告、促销等简单的营销行为，演变成了对优质顾客的竞争。如何吸引顾客；如何保持顾客，成为企业关注的重点。
经过多年的研究和实证已经证实消费者的品牌转换行为会影响企业的获利能力，企业通常设法提高顾客满意来减少消费者品牌转换行为的发生。然而实际的情况是满意的顾客仍然会离开企业而投入竞争对手的怀抱。随着手机的日益普及，来越多的消费者拥有一部以上的手机，手机的更换行为也日益频繁。因此本文研究的重点是手机消费者品牌转换行为的影响因素有哪些，这些影响因素对于消费者的品牌转换行为产生什么样的影响。
本文在总结前人研究成果的基础上，借鉴已有的研究和消费者深度访谈，同时设计调查问卷，调查对象为普通消费者。研究结果表明，转换成本、品牌偏好、消费者多样性追求、替代品的吸引力、顾客满意度这5个变量是影响品牌转换的因素。最后，提出本文的学术价值以及手机厂商的实践意义，并给出本文的局限以及对未来的展望。

关键词：顾客满意；消费者行为；品牌转换；

Research inpecting foctors of mobile phone brand switching. ——Evidence from Changsha
Abstract：As economic globalization for developing economic globalization, intensified competition among enterprises. Competition among enterprises has grown from advertising, promotions and other simple marketing has evolved into the competition for quality customers. How to attract customers; how to keep customers, become the focus of attention.
After years of research and evidence have proven consumer brand switching behavior will affect the profitability of enterprises, businesses often seek to improve customer satisfaction, reduce consumer brand switching behavior. But the reality is that satisfied customers will still leave the company invested in the arms of competitors. With the increasing popularity of mobile phones, and more and more consumers have more than one mobile phone, mobile phones become more frequent replacement of behavior. Therefore, the focus of this study is the mobile phone brand switching behavior of consumers, what factors, these factors for the consumer brand switching behavior what kind of impact.
Based on the results of previous studies based on existing research and consumer reference depth interviews, and questionnaire design, survey for the general consumers. The results show that switching costs, brand preferences, consumer diversity, the pursuit of attractive alternatives, customer satisfaction, these 5 variables are the factors that influence brand switching. Finally, the academic value of this article and handset manufacturers the practical significance, given the limitations of this paper and the vision for the future.

Key words: Consumer behavior，Customer satisfaction，