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AbstractWith the advancement of our society and the development ofscience,smartphones have flourished rapidly and became the necessities of people’sdaily life. As to the development of domestic smartphone market in the recentyears,Chinese market has great potential,especially the market of college students ismore vigorous and promising.Nowadays, college students are mainly the post-90s.When treating brand,theypurse for fashion and personality and at the same time still pay attention to the brandimage and even has formed brand loyalty. As the most valuable intangible asset of acompany,brand image has influenced consumers’ choices and purchasing behaviorsimperceptibly and at the same time greatly.Therefore,it’s necessary for us to concentrate on how the brand imageinfluences college students’ purchasing behavior. Through my research,I aim toelaborate the importance of brand image and how brand image influences eventualpurchasing behavior. Based on Biel Model,I will analyze the influences of brandimage on purchasing behavior from three dimensions. It is in this way can I enlightendomestic smartphone manufacturers avoid development risk by establishing their ownbrand images and strengthen competitive edges of enterprises.41248
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KeyWords:Brand image Purchasing behavior smartphone
摘 要随着时代的进步和科学的发展，智能手机迅速蓬勃发展起来，已经成为人们日常生活中必不可少的东西。从近几年国内手机市场的发展来看，中国的智能手机市场具有巨大潜力，而大学生市场更加是一个极具活力和发展前途的市场。当代大学生主要以 90后群体为主，他们对待品牌，在追求时尚和个性的同时，也依然关注一个产品的品牌形象甚至形成品牌忠诚度。品牌形象作为一个公司最有价值的无形资产， 潜移默化却又极大地在影响消费者对于手机品牌的选择和购买。因此，关注大学生手机市场及品牌形象对其购买行为的影响是很有必要的。我希望通过本文的研究，阐述品牌形象的重要性，以及品牌形象与最终的购买行为之间是如何发生作用的。以贝尔模型为主，从贝尔模型的三个文度来具体分析品牌形象对购买行为的影响， 从而能启发国内手机厂商通过建立品牌形象减少产品开发的风险，增加企业的竞争优势。
毕业论文关键词：品牌形象 购买行为 智能手机
iii
Abstract.i
摘 要 ii
Chapter One Introduction.1
1. 1Background research. 1
1.2 Purpose and significance of research..2
1.2.1 Purpose of research2
1.2.2 Significance of research.3
Chapter Two Literature Review.. 4
2.1 The Related Research of Brand Image.. 4
2.1.1The Concept of Brand Image4
2.1.2 The structure and measurement of the brand image.5
2.2 Related research of consumer behavior and consumers' purchasing behavior..8
2.2.1 The definition of consumer behavior.8
2.2.2 Typical theoretical models of purchasing behavior10
Chapter Three Methodology11
3.1 Methodology11
3.2 Research questions.. 11
3.3 Research subject 11
3.4 The design of questionnaire12
3.5 The construction of research model.12
Chapter Three Results and Analysis 15
4.1 Collecting Data 15
4.2 Descriptive Analysis. 14
4.3 Reliability Analysis. 16
4.4 Validity Analysis.16
4.5 Correlation Analysis21
4.6 Regression Analysis 23
Chapter Five Conclusion.26
5.1 Research Conclusion.26
5.2 Marketing implications. 27
5.3 Innovation points.29
5.4 Research Deficiency29
Reference30
调查问卷表33
致谢 36
1. 1Background researchWith the popularity of smartphones in China,the market competition amongsmartphones has become increasingly fierce. At the same time,the rise of the 4Gnetwork has brought the development of smartphones a new chance.The statistical report on Internet development in China,which released in January2016,pointed out that the Internet users of smartphones have reached to 688 millionuntil December 2015. Students group is the largest professional group of Internetusers.Foreign representative brand like apple, samsung have rapidly occupy theinternational market and at the same time pided up China's high-end smartphonemarket with high-end image of international brand,which was created by good userreputation and a mature brand communication strategy. At present,domesticsmartphone brand includes BBK, Xiaomi, Huawei, Meizu and so on. Overall, thedomestic smartphones pay too much attention to performance, but there is a lack of personality and cultural connotation of the brand image. So we are unable to establishthe long-term effective brand loyalty in order to win the consumer's receptivity. As aspecial kind of consumer group. The post-90s college students have great marketpotential. This huge consumer group receive a higher level of education，accept newthings quickly, and pursue fashion and trend. So when making purchasing decisions,they will choose the brand image that is more consistent with their self-image.Therefore, when facing fierce competition of the domestic smartphonemarket,manufacturers only to have good brand management can they build their ownbrand image to gain advantage in competition.