河池學(xué)院學(xué)生手機(jī)品牌選購(gòu)影響因素調(diào)查

.IntroductionInrecentyears,withthedevelopmentofeconomyandtechnology,mobilephoneshavebecomeanindispensablecommunicationtoolforcollegestudentsandamainchannelforacquiringknowledgeandinformation.Atpresent,thecompetitioninthemobilephonemarketisfierce,andsimilarproductsofdifferentbrandsareeverywhere.

Thesingleproduct-orientedcompetitivestrategicthinkinghasbeeninadequate(Liu,2013).

Marketinginlinewithconsumer’demandhasbecomeanimportantfactorinthesuccessoftoday’senterprises.Inordertodevelopmarketingstrategiesthatbettermeettheneedsofcollegestudents,companiesshalldividethegroupofcollegestudentsintoimportantmarketsegments.

Collegestudentsaredistinctiveconsumergroups:First,theyhavedistinctpersonalities,highacademicqualifications,uniqueperspectivesandvisions,andowntheirownuniqueinsightsinproductselection(Shen&Liu&Wang,2014).

Second,thenumberofcollegestudentsishuge,whichisexpectedtoreachabout28millionby2018.

"2018StudentConsumptionInsightReport"releasedbyiResearchshowedtheannualconsumptionofcollegestudentshasreachedtoabout381.5billionyuan.

Third,collegestudentshavemixedconsumptionbehaviorsofimpulsivepurchaseandrationalpurchase(Liu,2009).

Inaddition,collegestudents’consumptioniseasilyaffectedbythebrandimageandotherfactors.

Nowadays,therearemanydomesticmobilephonebrandsandcollegestudentshavetheirownneedsandstandardsformobilephoneselection.

Howtofindthefactorsthataffectingcollegestudents‘choiceofmobilephonebrandandformulatingthecorrespondingmarketingstrategiesarepreciselythefocusofmobilephonemanufacturers.Therefore,thispapertookstudentsfromHechiUniversityastheresearchobject.Basedontheinvestigationofinternalandexternalfactorsofmobilephoneproducts,thispaperfurtherstudiedtheaspectsofmobilephonebrandambassadorandconsumerdemandsofcollegestudents.Findoutthemaininfluencingfactorsaffectingtheselectionofmobilephonebrandsforcollegestudents.Throughthissurvey,wecandeeplyunderstandtheconsumptiondemandofcollegestudentsandthefactorsthataffectthechoiceofmobilephonebrandofcollegestudents.Finally,combinedwiththeresultsofdataanalysis,thispaperputssomesuggestionsofbrandmanagementandbrandmarketingstrategies.Thenprovideareferenceforenterprisestoformulatemarketingstrategiesforcollegestudents.2.RelatedConceptsandResearches2.1BrandBrandisakindofevaluationandcognitionofacompanyanditsproduct,after-salesserviceandculturalvalue,anditisakindoftrust.Brandisamanifestationandrepresentativeofthecomprehensivequalityofgoods.Whenpeoplethinkofacertainbrand,theyalwaysassociatewithfashion,cultureandvalue.Enterprisesconstantlycreatefashionandcultivateculturewhencreatingbrands.Whenthebrandcultureisrecognizedandacceptedbythemarket,thebrandgeneratesitsmarketvalue.Inthispaper,ifcompanieswanttoattractcollegestudentstobuytheirownproducts,orevenbecomeloyalcustomersoftheirownbrands,theyneedtoestablishtheirownuniquebrandculture.Currently,therearemanydifferentdefinitionsofbrands.Thereisnoconsensusreached.Thefollowingcategoriescanbesummarized.劉長(zhǎng)波.品牌形象對(duì)大學(xué)生品牌選擇影響的探究[D].東北大學(xué),2013.劉長(zhǎng)波.品牌形象對(duì)大學(xué)生品牌選擇影響的探究[D].東北大學(xué),2013.TableSEQTable\*ARABIC1ThedefinitionofbrandCategoryResearchscholarBranddefinitionRelationshipJohnPhilipJonesProvideproductsthatcombinethefunctionalbenefitsandaddedvaluethatisworthbuying.HeJiaxunSubjectivefeelingsandimpressionsofanenterpriseproductorservice.Farquhar,P.h.Farquhar,P.H.ManagingbrandEquity[J].JournalofAdvertisingResearch,1990,30(4):7-12.Farquhar,P.H.ManagingbrandEquity[J].JournalofAdvertisingResearch,1990,30(4):7-12.Hefirstassociatedbrandwithequity.Heholdsthatbrandcontainstheaddedvaluewhichisgiventotheproductsbybranditself.SymbolsLynnB.UpshawLynnB.Upshaw.BuildingBrandIdentity[J].JohnWiley&Sons,Inc.,1995(1).LynnB.Upshaw.BuildingBrandIdentity[J].JohnWiley&Sons,Inc.,1995(1).Brandisaname,logo,andothermarksthatcanbedisplayed.ResourceAlexanderL.BielAlexanderL.Biel.HowBrandImageDrivesBrandEquity[J].JournalofAdvertingResearch,1999,6(1):201-212.AlexanderL.Biel.HowBrandImageDrivesBrandEquity[J].JournalofAdvertingResearch,1999,6(1):201-212.Itcanbeexpectedthatthefutureprofitwillexceedtheexpansecostoflaunchingotherbrandproducts.ChenWeihangBrandisanintangibleassetthatbringsinfinitewealth.HanZhifengAbrandisaresourcecreatedbytheinternalfactorsofanenterpriseintheexternalenvironmentoftheenterprise.ComprehensiveDavidMackenzieOgilvyBrandistheintangiblesumofbrandattributes,names,packaging,historicalreputation,advertisingmethods,etc.LynnB.UpshawBrandisthewholeproductandserviceintheeyeofconsumers.WangHaitaoBrandwhichisatrademark,andapyramidsignboard,wordofmouths,qualities,styles.2.2BrandAmbassadorAsthelinkbetweenthecorporatebrandandtheconsumer,thebrandambassadorisoneofthereferencefactorsforconsumerstopurchaseproducts.Therefore,inthecurrentmarketcompetitionenvironment,companiestendtochooseamarketingmodelthatusescelebrityendorsementstopromotetheirownbrandsandproducts,socompaniesarealsograduallyincreasingtheamountofpayingforbrandambassadors.Freiden(1984)proposedvarioustypesofambassadorincludingconsumers,relatedfieldsexperts,entrepreneurs,CEOs,etc.AndMccracken(1989)believedthatthebrandambassadorreferstoindividualswhousetheirhigh-profileadvantagestohelpcompaniespromotetheirbrandsanddeliverproductimagesintheprocessofproductmarketing.InChina,Lang(2006)heldthatthebrandambassadorisahugeinvestmentforthecompanytohireanambassador,andaftertheinvitation,thecompanythroughthemarketingstrategytomakeconsumershavestrongaffectionforthetargetedproducts,therebyachievingthecompany’sgoals.Tian(2008)suggestedthatbrandambassadorsincludenotonlywell-knowncelebrities,butalsoentrepreneurs,cartooncharactersandfictionalspecialcharacters.Throughbrandambassadors,thecompanyconveyscorporateculture,productqualityandinnovativespirittoconsumers,soastogainconsumerrecognitionandtrust.Peng(2011)dividedthebrandambassadorintothefollowingthreetypes:(1)individuals,includingconsumers,celebrities,experts,CEOs:(2)animalsorfictionalcharacters(includingcartooncharacters);(3)organizationsorgroups,referringtopublicwelfareOrganization,mediaorganization,professionalgroup,etc.Zhang(2014)believedthattheambassadorisusuallyhiredorshapedbythemanageroftheenterprise.Theambassadorcanlettheconsumerassociatewithhispopularity,professionalimageandcharacter,andletpeoplehaveagoodimpression.Theabovetheoryshowstheimportanceofbrandambassadorstoenterprises.Andinthisarticle,thebrandambassadormeansamarketingmethod,andwhethercompaniescanrelyonthismarketingmethodtosucceedinthecollegestudentmarketisworthstudying.2.3TheMarketingTheoryof4PsTheMarketingTheoryof4PsoriginatedintheUnitedStatesinthe1960s,withtheemergenceofmarketingmixtheory.In1967,PhilipKotlerfurtherconfirmedthe4Ps-centricmarketingmixmethodinthefirsteditionofhisbest-sellingbook,MarketingManagement(Wei,2017).Thatis:Product,Price,PlaceandPromotion.Inthispaper,mainlyusesthefollowingthreeconcepts.(1)Product.Enterpriseshouldpayattentiontothefunctionofdevelopingproducts,requiresproductstohaveuniquesellingpoints,andputthefunctionalappealofproductsinthefirstplace.(2)Price.Enterpriseisformulatingdifferentpricestrategiesaccordingtodifferentmarketpositioning.Thepricingbasisofproductsisbasedonthebrandstrategyoftheenterprise.(3)Promotion.Manypeopleunderstandpromotionnarrowlyas"sellingthings",whichisactuallyone-sided,promotionshouldbeaseriesofmarketingactivitiesincludingthebrandpromotion(advertising),publicrelations,andpromotion.Inthisarticle,productisthemobilephone.ThePriceisoneofthemarketingmethodsofthecompany.Promotionisthemainmarketingmethodforenterprisestopromotemobilephoneproductsandattractcollegestudentstobuymobilephones.2.4OtherResearchesRegardingthefactorsaffectingcollegestudents’mobilephoneselection,domesticscholarsmainlydoresearchandanalysisfromtheperspectiveofconsumerpsychology.He(2017)fromtheperspectiveofconsumerpsychology,hefoundthatcollegestudentsweregreatlyaffectedbypsychologicalfactorsintheprocessofpurchasingmobilephones.MeanwhileHou&Cao(2018)intheresearchonthedifferencebetweencollegestudents’mobilephoneconsumptionandmobilephoneselection,theyfoundthatthepracticalityandhighcostperformanceofmobilephonesaffectcollegestudents’choiceofmobilephones.Inaddition,Zhang(2016)believedthatcollegestudents’spendingpoweraffectstheirchoiceofmobilephonebrands,andChen&Zhou(2010)heldthatcollegestudents’pursuitofnewfeaturesinmobilephonesaffectstheirchoiceofmobilephonebrands.Intheabovestudy,theresearchersrarelyconductedresearchandanalysisonwhetherthemarketingmethodoftheenterpriseandtheconsumptiondifferencebetweencollegestudentswouldaffectthechoiceofmobilephonebrands.3.ResearchDesign3.1ResearchHypothesisHypothesis1:Thepotentialfactor,functionsandfeaturesofmobilephonesandcompany’smarketingmethodswillaffectstudents’choiceofmobilephonebrands.Toinvestigatethefactorsinfluencingcollegestudents’choiceofmobilephonebrands,itisnecessarytounderstandtheneedsofcollegestudentsforthevariousfunctionsthatmobilephoneshave.Forconsumers,qualityisoneofthereferencefactorsfortheirselectionofmobilephones.Therefore,whenpeoplechooseamobilephonebrand,theywillgiveprioritytomobilephoneswithgoodqualityandgoodreputation.Inadditiontothecharacteristicsofmobilephoneproducts,otherfactorsandpotentialvalueattachedtomobilephonesarealsoanaspectthatconsumerscannotignorewhenchoosingamobilephone.Whetherthesefactorswillaffectconsumers’choiceofmobilephonebrandsremainsunknown.Toanswerthisquestion,thispaperputsforwardthefirsthypothesis:Thefactorsaffectingcollegestudents’choiceofmobilephonebrandsmainlyincludethreeaspects:First,thecharacteristicsofmobilephoneitselfincludeappearances,functions,pricesandotherfactors;second,thepotentialfactorsofmobilephonessuchasbrandimage,advertisingandbrandpopularity;third,thecompany’smarketingmethods,includingpropagandamethods,serviceattitudesandafter-salesservice.Hypothesis2:Students’Cognitionofmobilephoneambassadorwillaffectcollegestudents’choiceofmobilephonebrands.Withthedevelopmentofonlinemedia,thespeedofinformationdisseminationisgettingfaster,andthefaneconomyisprevalent.Therefore,fromdailynecessitiestovarioustechnologyproducts,companiesprefertoinvitecelebritiestoendorsetheirproductsandhopetousethepublic’sattentiontothestarstodrivethebrand’sreputationandincreasesales.Therefore,thispaperproposesasecondhypothesis:Students’cognitionofbrandambassadorswillaffectcollegestudents’choiceofmobilephonebrands.Hypothesis3:Personalfactorswillaffectcollegestudents’choiceofmobilephonebrands.Throughoutliteratures,consumers’personalfactorssuchasage,genderandotherfactorswouldaffectcollegestudents’choiceofmobilephonebrands.Since2018isthefirstyearforpost-2000collegestudentstobecomecollegestudents,thenumberofpost-00scollegestudentsbegantoincrease.Theyhavemanydifferenceswithpost-90scollegestudents.Dothesedifferenceshavedifferenteffectsinselectingamobilephone?Therefore,thispaperproposesathirdhypothesisbasedontherelationshipbetweenpersonalfactorsandcollegesstudents’selectionofmobilephones:Intermsofpersonalfactors,differencesinage,gender,andconsumptionlevelswillaffectcollegestudents’choiceofmobilephonebrands.3.2SamplesThemainpurposeofthispaperistofindtheinfluencingfactorsofHechiUniversitystudentsinthepurchaseofmobilephonebrands.Therefore,theresearchsamplesidentifiedinthispaperarethestudentsfromHechiUniversity.Surveydatawerecollectedfrom200students.Ofallthestudents,24.5%wereboys,and75.5%weregirls.Thesestudentsarepost-90scollegestudentsandpost-00scollegestudents.Theycomefromdifferentgradesandlearndifferentmajors.3.3ResearchMethods(1)Researchtheliteratureandtheoryrelatedtothisarticlethencombinedwiththeliteraturereviewandpreviousresearch,theresearchframeworkandideasofthispaperareproposed.(2)Asasurveystudy,questionnaireisthemostcommonlyusedresearchmethodinempiricalresearch.Thequestionnaireisthemostsuitabletooltoforobtainingbasicresearchdatainthisthesis.Forthisreason,thequestionnairewasemployedinthisempiricalresearch.ThequestionnairewasdesignedtofindouttheinfluencingfactorsofHechiUniversitystudentsintheselectionofmobilephonebrands.Thequestionnaireconsistsofthreepartswithatotalof25items,coveringtheaspects:students’basicinformation;thefeatures,functionsandtheaddedvalueofthephone;Students’perceptionofbrandimageandbrandAmbassador.Altogether226questionnairesweredistributed,and200remainedvalid.Theother26wereinvalidbecausetheywereincomplete.ThestudentswererandomlyselectedinHechiUniversity.(3)Pre-studywasconductedtoimprovethequestionnairedesign.30studentswereinvitedtofilloutthepre-usedquestionnairesoastoevaluatetheappropriatenessofthequestionsandfinalizethequestionnaireaccordingly.4.4.1MobilePhoneFunctionandFeaturesTableSEQTable\*ARABIC2Isitimportantforyoutochooseamobilephonebrandwithlatestfunctionswhenchoosingamobilephonebrand?ChoiceNumberofpeopleProportionNotimportant4120.5%Important15075%Veryimportant94.5%Source:Author’scalculationTableSEQTable\*ARABIC3Whichfeaturedoyouvaluemostwhenyouchooseyourphone?ChoiceNumberofpeopleProportionCommunication4824%Thesmoothnessofsoftwarerunning18693%Gamingexperience13065%Photoexperience14773.5%Musicexperience3015%Others2814%Source:Author’scalculationTable.2showsthat75%ofstudentsthinkitisimportanttoochooseamobilephonebrandwithlatestfunctions,and4.5%ofstudentsthinkamobilephonebrandwithlatestfunctionsisveryimporter,while20.5%ofstudentsthinkitisnotimporter.Table.3showsthatthethreemainfunctionsthataffectstudents’choiceofmobilephones,theyarethesmoothnessofsoftwarerunning,thegamingexperienceandthephotoexperience,separately.Itshowsthatpeople’sdemandformobilephonesisnotjustaboutbasiccommunicationfunctions,butmoreandmoreattentiontotheentertainmentofmobilephones.Moreover,only24%ofstudentsfocusonthecommunicationfunctionofsmartphone.Thisindicatesstudentsfocusontheentertainmentofmobilephonesthanitscommunicationfunction.FigureSEQFigure\*ARABIC1.Istheappearanceofthemobilephoneimportanttoyouwhenchoosingamobilephonebrand?Source:Author’scalculationWhenitcomestotheappearanceofmobilephone(seeFigure.1),83%ofstudentsthinkthattheappearanceofthemobilephoneisimportant,meanwhile10%ofstudentsthinkthattheappearanceofthemobilephoneisveryimportant.Only7%ofstudentsholdthattheappearanceofthemobilephoneisnotimportant.Thisindicatesthatthepursuitofmobilephonesbycollegestudentsisnotonlyinthepursuitoffunction,butalsotheaestheticrequirementsfortheappearanceofmobilephonesisconstantlyimproving.Thatistosay,theappearanceofmobilephonewillinfluencestudents’selectionofmobilebrand.Theaboveresultsshowthatcollegestudentsarekeentopursuitnovelty,fashionablethings,forthem,thechoiceofmobilephonefunctionsreflectstheirpursuitofnovelty,fashionandtrend.Therefore,theincreaseinmobilephonefunctionswillaffectstudents’choiceofmobilephonebrands.Fromtheanalysisoftheabovedata,wecangetthefollowingfindings：(1)Themobilephonebrandwithmoderatepriceismorepopularamongstudents.Meanwhile,thepriceofmobilephonewouldinfluencestudents’selectionofmobilebrand.(2)Themobilephonewithlatestfunctionswouldinfluencestudents’selectionofmobilebrand.(3)Thepracticalityandentertainmentfunctionofmobilephonewouldinfluencestudents’selectionofmobilebrand.(4)Theappearanceofmobilephonewouldinfluencestudents’selectionofmobilephonebrand.4.2MobilePhoneBrandImageandBrandMarketingMethodsTableSEQTable\*ARABIC4Whichofthefollowingmobilephonebrandpromotionmethodscanbestinfluenceyourchoice?ChoiceNumberofpeopleProportionAdvertising5728.5%Productexperience11256%Mediaevaluation126%Pricereduction199.5%Source:Author’scalculationTable.4showsthatexperiencingproductsisausefulwaytopromoteproducts.Inaddition,28.5%ofstudentswillbeinfluencedbyadvertising,andthenchoosedifferentmobilephonebrands.Itshowsthatcollegestudents’consumptionconceptisnotrationalenoughandiseasilyinfluencedbythemarketingmethodsofenterprises.TableSEQTable\*ARABIC5Isthereputationofamobilephonebrandimportanttoyouwhenchoosingamobilephonebrand?ChoiceNumberofpeopleProportionNotimportant115.5%Important16482%Veryimportant2512.5%Source:Author’scalculationTableSEQTable\*ARABIC6Isthepopularityofmobilephonebrandsimportanttoyouwhenchoosingamobilephonebrand?ChoiceNumberofpeopleProportionNotimportant2914.5%Important15778.5%Veryimportant147%Source:Author’scalculationTable.5showsthatmorethantwo-thirdsofcollegestudentsbelievethatthereputationofamobilephonebrandisimportant.Meanwhile,12.5%ofstudentsthinkthereputationofamobilephonebrandisveryimportant.Only5.5%ofstudentsthinkitisnotimportant.Inaddition,Table.6showsthatamajority(78.5%)ofstudentsholdthatthepopularityofmobilephonebrandsisimportant.Meanwhile,7%ofstudentsthinkthequalityofmobilephonebrandreputationisveryimportant.Only14.5%ofstudentsthinkitisnotimportant.TableSEQTable\*ARABIC7Whatarethemostimportantfactorsfortheafter-salesservicepolicyofmobilephonecompanies?ChoiceNumberofpeopleProportionWarrantytime4020%Charges6633%Thequalityofafter-salesservice8643%Homeservice42%Others42%Source:Author’scalculationTable.7showsthat43%ofstudentsthinkthatthequalityofafter-salesserviceisveryimportantwhenstudentschoosingofmobilephonebrand.33%ofstudentspayattentiontotheafter-salesservicecharges,indicatingthatpriceisalsoanimportantfactoraffectingcollegestudents’mobilephonebrandselection.Only20%ofstudentscareaboutthewarrantytimeofsmartphone.Otherfactorshaveasmallinfluencewhenstudentschoosingofmobilephonebrand.Forstudents,theywantaquickfixwhentheirphoneshaveaproblem.Therefore,thequalityofafter-salesserviceofenterprisesisoneoftheimportantreferencefactorswhenstudentschoosemobilephonebrands.Theaboveresultsshowthatforstudents,choosingamobilephoneisnotjustaboutchoosingasimplecommunicationtool,butalsochoosingavalueandaconsumptionconceptandservicethattheyrecognize.Brandisjustasymbol,andstudents’pursuitofbrandismoreaboutpursuingthevalueandculturebehindthebrand.Inaddition,themarketingmethodofthebrandcanincreasestudents’understandingofthebrand,thusaffectingstudents’choiceofmobilephonebrands.Fromtheanalysisoftheabovedata,wecangetthefollowingfindings：(1)Thewaysofbrandpromotionwouldinfluencestudents’selectionofmobilebrand.(2)Thequalityofmobilephonebrandreputationwouldinfluencestudents’selectionofmobilebrand.(3)Popularityofmobilephonebrandswouldinfluencestudents’selectionofmobilebrand.(4)Thequalityofafter-salesservicewouldinfluencestudents’selectionofmobilebrand.4.3Students’CognitionofBrandAmbassadorTableSEQTable\*ARABIC8Istheinfluenceoftheambassadorchosenbythecompanyimportanttoyouwhenchoosingamobilephonebrand?ChoiceNumberofpeopleProportionNotimportant10753.5%Important8542.5%Veryimportant84%Source:Author’scalculationTable.8showsthat53.5%ofstudentsthinkthattheinfluenceofambassadorchosenbythecompanyisnotimportantwhenstudentschoosingofmobilephonebrand.And4%ofstudentsthinkitisveryimportant.Meanwhile,42.5%ofstudentsthinktheinfluenceofambassadorchosenbythecompanyisimportant.Itshowsthatambassadorcaninfluenceconsumers’productchoices.TableSEQTable\*ARABIC9Isthereputationofamobilephonebrandambassadorsimportanttoyouwhenchoosingamobilephonebrand?ChoiceNumberofpeopleProportionNotimportant8844%Important10653%Veryimportant63%Source:Author’scalculationTableSEQTable\*ARABIC10Willyouchoosedifferentmobilephonebrandsbecauseoftheinfluenceofcelebrityambassadors,whenthepriceofmobilephonesisthesame?ChoiceNumberofpeopleProportionYes13065%No7035%Source:Author’scalculationTable.9showsthat53%ofstudentsbelievethatthereputationofmobilephonebrandambassadorsisimportantforthemwhenthemselectionmobilephonebrand.Itisclearthatchoosingagoodreputationambassadorcanguideconsumers’mobilephonebrandchoices.Inaddition,Table.10showsthat65%ofstudentswillchoosedifferentmobilephonebrandsbecauseoftheinfluenceofcelebrityambassadors,whenthepriceofmobilephonesisthesame.35%ofstudentswillchoosedifferentmobilephonebrandsbecauseoftheinfluenceofambassadors,whenthepriceofmobilephonesisthesame.Theaboveanalysisshowsthatforstudents,thebrandambassadorisanextensionofthebrandvalue,andtheimageoftheambassadorwillaffectthestudents’perceptionofthemobilephonebrand.Thecompanyinvitesareputablecelebritytoendorsethemobilephone,sothatwhenthestudentseestheambassador,hewillthinkoftheproductheendorses,andthenthinkofthequalityoftheproductandthehiddenvaluebehindtheproduct.Inaddition,thestarhasahighdegreeofpublicattention,soafterthecompanyinvitescelebritytoendorsementproducts,peoplewillalsopayattentiontotheproductsendorsedbythestars.Students’choiceofmobilephonebrandswillbeaffectedbythesefactors.Fromtheanalysisoftheabovedata,wecangetthefollowingfindings：(1)Theambassadorchosenbythecompanywouldinfluencestudents’selectionofmobilebrand.(2)Thereputationofmobilephonebrandambassadorswouldinfluencestudents’selectionofmobilebrand.(3)Invitecelebrityendorsementproductswouldinfluencestudents’selectionofmobilebrandwhenthepriceofmobilephonesisthesame.4.4Students’ConsumptionLevelTableSEQTable\*ARABIC11Whatisyourmonthlyincomesource?ChoiceNumberofpeopleProportionParents19396.5%Scholarshiporsubsidy5326.5%Part-timejob2512.5%WechatBusiness126%Tutoringwork3115.5%Others189%Source:Author’scalculationTable.11showsthat96.5%ofthestudents’monthlyincomeisgivenbyparents,andthewaysstudentsearnincomearesingle.Itshowsthatthemonthlyincomeofcollegestudentsismainlyfromparents.Thesourceofincomeishighlydependentonthefamily,whichresultsinlimitedoverallconsumption.FigureSEQFigure\*ARABIC2.Thereisarelationshipbetweenstudents’monthlyincomeandthepurchaseofhigh-endmobilephonebrands.Source:Author’scalculationAsshowninFigure.2,morethanhalfofstudentswhomonthlyincomelessthanRMB800thinkselecthigh-endmobilephonebrandarenotimportant.MostofstudentswhomonthlyincomesbetweenRMB800–1500thinksselectinghigh-endmobilephonebrandareimportant.Inaddition,27.27%ofstudentswhomonthlyincomemorethanRMB2000thinksselecthigh-endmobilephonebrandareveryimportant.Thisindicatesthattheconsumptionlevelofstudentshasanimpactoncollegestudents’choiceofmobilephonebrand.FigureSEQFigure\*ARABIC3.Studentchoosesthepricerangeofthemobilephone.Source:Author’scalculationFigure.3showsthat51.55%ofstudentstendtochooseamobilephonefromRMB1001to2000.And39%ofstudentstendtochooseamobilephoneofRMB2001-3000.Only8%ofstudentswillbuymobilephoneswithmorethanRMB3000.Fromthedata,wecanknowthatthesmartphonebrandwithmoderatepriceismorepopularwithstudents.TableSEQTable\*ARABIC12Whenyourmoneyisnotenough,wouldyouchoosetopurchasethehigh-endmobilephonebrandbywayofinstallmentpayment?ChoiceNumberofpeopleProportionYes8944.5%No11155.5%Source:Author’scalculationMeanwhile,Table.12showsthatalmosthalfof(44.5%)respondentswillpurchasehigh-endmobilephonesbywayofinstallmentpaymentwhentheydon’thaveenoughmoney,and55.5%ofstudentswillnotpurchasehigh-endmobilephonesbywayofinstallmentpaymentwhentheydon’thaveenoughmoney.Astheaboveanalysisshowsmoststudentshavelowermonthlyincomes.Meanwhile,themonthlyincomeofcollegestudentsismainlyfromparents.Students’monthlyincomeishighlydependentonthefamily,whichresultsinalimitedoverallspendingpowerofthestudent.Inaddition,manystudentswillpurchasehigh-endmobilephonesbywayofinstallmentpaymentwhentheydon’thaveenoughmoney.Accordingtotheanalysisoftheabovedata,itisclearthattheconsumptionlevelofstudentswouldinfluencestudents’selectionofmobilebrand.4.5PersonalFactorsFigureSEQFigure\*ARABIC4.Monthlyincomeofpost-90sandpost-00students.Source:Author’scalculationFigureSEQFigure\*ARABIC5.Boysandgirlshavedifferencesinthechoiceofmobilephonefunctions.Source:Author’scalculationFigure.4showsthatpost-00sstudentshavehigheroverallspendingpowerthanpost-90sstudents.Meanwhile,Figure.5showsthat