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摘要当今社会，品牌在企业竞争中发挥的作用越来越大，能否塑造出让消费者喜欢、接受的品牌关系到企业的存亡。研究消费者品牌选择的影响因素，并应用到企业的品牌建设中来，使企业在竞争中取得优势，也使消费者可以找到心意的品牌，促进市场可持续发展。45468
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本文以学院学生为研究对象，揭示影响大学生手机品牌选择的因素，探索完善品牌建设的策略。通过阅读有关手机品牌选择影响因素的文献以及问卷调查得出数据，用spss17.0来处理数据，并基于对样本的测量，建立回归模型，以品牌选择为因变量，其影响因素作为自变量，使用回归分析来具体说明两者的相关性。
基于对实证研究结果的分析，发现产品形象、品牌附加功能、品牌服务、品牌形象、安全可靠性、品牌核心功能、购买价格、维修费用与大学生手机品牌选择呈现显著的正相关关系。据此提出手机品牌建设的策略，包括专注对手机产品形象的设计和品牌形象的塑造；重视手机品牌附加功能开发的同时关注核心功能；提高手机硬件质量和服务质量；另外，提高手机性价比、控制维修费用。
毕业论文关键词：品牌；手机品牌；品牌选择；影响因素
Abstract
Today, The role of brand in the enterprise competition is becoming more and more big,can or not shap a brand which the consumers like and accept is related to the survival of enterprises. Studies the influence factors of consumer brand choice and applied to the enterprise brand construction, can let the enterprise achieve advantage in the competition, and consumers can also find a thoughts of brand, that will promote the sustainable development of the market.
Based on the survey of Guangdong University of Finance, the article is to study factors related to College students' mobile phone brand choice and the strategy of improving brand construction. By reading the literature of mobile phone brand selection influence factors and the questionnaire survey data, and processing data by spss17.0.Based on the measurement of the sample, establishing a regression model, making brand choice as the dependent variable, making influencing factors as the independent variables, using regression analysis to analysis of the relationship.
Based on the result of the empirical analysis，we find that positive correlation exists between factors such asProduct image, brand additional features, brand service, brand image, safety and reliability, brand core functions, the purchase price and maintenance costs. Therefore，we put forward some strategy toMobile phone brand construction, Including the design of the focus on the product image and brand image; Attaches great importance to the mobile phone brand at the same time, do not ignore the core function of the development of additional features andImprove the quality of mobile phone hardware and service quality. In addition, improve the mobile phone price, control maintenance cost..
Key words： Brand; Mobile phone brand; Brand choice; The influence factors.
目 录
摘 要 1
Abstract 2
一、绪论 5
（一）研究背景 5
（二）研究意义 5
（三）研究思路及方法 6
二、品牌选择的影响因素研究综述 6
(一)品牌及品牌选择概念界定 6
（二）消费者对品牌选择的影响因素研究 7
（三）手机品牌及手机品牌选择影响因素 9
三、研究假设与变量界定 11
（一）研究假设 11
（二）变量界定 13
四、研究设计与实证分析 13