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论文编号：	8587
作者编号：	2120146112
上传时间：	2016/6/22 14:10:45
中文题目：	哈萨克斯坦消费者对中国智能手机品牌偏好研究 ——以华为品牌为例
英文题目：	A Study on Kazakhstan Consumers’ Brand Preference towards Chinese Smartphones— A Case Study of Huawei Brand
指导老师：	李东进
中文关键字：	品牌偏好；智能手机；哈萨克斯坦消费者
英文关键字：	Brand Preference; Smartphone; Kazakhstan Consumer
中文摘要：	摘要 随着科技的不断进步发展，如今智能手机行业成为目前市场的发展趋势。手机发展道路的日益变化，智能手机已经成为目前市场的发展趋势。中国智能手机市场增长迅速，这类行业之中中国是全球最大的市场。 随着国际化趋势，越来越多中国智能手机厂商开始努力向海外扩展，最近华为企业也进入哈萨克斯坦市场。中国与邻国哈萨克斯坦贸易投资关系不断发展，贸易合作不断深化。如何熨平自己与外国文化的差异，如何在不断数量增多手机中提升自己品牌的影响力是企业在国外主要碰到的问题。在这种情况下，品牌的作用变得越来越重要，而消费者偏好成为决定企业营销成功或者失败的关键因素，因此企业为制定其品牌发展策略应该明确其消费者品牌偏好的因素。 本文针对品牌偏好与其影响因素展开了研究。本文最初内容主要介绍了选题背景、品牌偏好研究意义以及本研究思路框架。其次，介绍了对品牌偏好以往研究知识基础、品牌偏好相关理论以及分析学者们对品牌偏好影响因素研究。后续，本文介绍了智能手机市场现况、华为企业背景以及华为在哈萨克斯坦市场发展的历程。结合着针对品牌偏好以往研究结果、智能手机品牌特性以及哈萨克斯坦消费者特征本文形成了哈萨克斯坦消费者对华为智能手机品牌偏好影响因素概念模型与提出了假设。根据研究需要构建了问卷调查项目并对哈萨克斯坦消费者进行调查、收集了分析需要的数据。按照分析的结果进行概念模型修正，得出哈萨克斯坦消费者牌偏好与其影响因素关系体系。 根据实证研究结果，本文得出哈萨克斯坦消费者对中国智能手机品牌偏好影响因素重要性排列，分别为：品牌熟悉、品牌个性、感知风险、参照群体、品牌口碑、价格、接触环境。基于研究结果，本文对中国智能手机生产者提出提高哈萨克斯坦消费者对其品牌偏好度的建议。 关键词: 品牌偏好；智能手机；哈萨克斯坦消费者
英文摘要：	Abstract With the rapid growth of science and technology, nowadays the smartphone industry becomes market trend. China’s smartphone market is the largest in the world, with the trend of internalization, more and more Chinese smartphone manufacturers trying to expand overseas. Recently, Huawei Company has entered Kazakhstan market. China and Kazakhstan trade and investment relations continue to develop. Being the one from the number, the main problem company faced gaining foreign country market is to adapt to foreign cultures and to increase its brand influence. This time brand plays a significant part in gaining consumer, as consumer brand preference becomes a key factor that decides company’s success. Therefore, company need to determine the factors affecting their brand reference in order to improve its brand strategy. This study aims to report on study into the antecedents of consumer brand preference. Firstly, the paper introduces the importance of studying brand preference and its antecedents, presents the research framework. Secondly, the research introduces the previous studies on brand preference and discusses the theory background and brand preference affecting factors. Further, the study introduces smartphone market, Huawei Company’s background, and its development in Kazakhstan. On the base of previous studies on brand preference, smartphone brand features, and also Kazakhstan consumer’s peculiarity, this study forms the concept model reflecting the connection between brand preference and its antecedents and suggests hypothesis. The conducted analysis revealed the factors most affecting Kazakhstan consumers, due to its result the concept model was changed, the analysis showed the contribution of each factor to brand preference creation. According to the results of empirical research, there are seven factors that affecting the most on Kazakhstan consumer Huawei smartphones band preference, the factors arranged due to its influence on brand preference: brand familiarity, brand personality, perceived risk, reference group, brand reputation, price, and contact environment. Basing on research result, this study proposes some suggestions for China manufacturers in order to increase Kazakhstan consumers’ smartphone brand preference. Key Words: Brand Preference; Smartphone; Kazakhstan Consumer
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