基于顾客细分的中国手机市场品牌重叠测度

Brand overlap measurement for Chinese mobile phone market from the perspective of customer segmentation

文章基于品牌个性和品牌定位理论,以中国大陆手机市场作为研究对象,调查了481名手机用户对七大手机品牌的品牌个性的评价;在此基础上,运用潜变量分析中的离散因子模型,进行顾客细分并对每个品牌的每个细分组进行特征刻画.并进一步从顾客细分角度量化了品牌重叠.研究结果发现七大手机品牌在品牌个性维度上的品牌辨识度不高.最后文章从理论层面总结了品牌重叠的原因以及品牌重叠未来的研究方向.

This paper investigated 481 cellphone subscribers in Chinese mainland tor ~nelr orancl person-ality evaluation to seven key mobile phone brands, based on the brand personality and brand positioning theory. This paper made segmentation among the 481 respondents according to the outcomes of discrete factor analysis, and further profiled each segment of each brand. This paper also quantified the brand overlap measurement from the point of customer segmentation. The findings of this paper showed that there is low brand identification in some specific dimensions of brand personality among these key mobile phone brands. The theoretical reason for brand overlap and future research points in this research field were given in the final section.