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. Based on the brand personality and brand positioning theory, taking mobile phone market in mainland China as the research object, 481 mobile phone users are surveyed to evaluate the brand personality of the seven mobile phone brands. On this basis, by using the discrete factor model in the latent variable analysis, Customer subdivision and characterization for each sub-group of each brand, and further quantified the brand overlap from the perspective of customer segmentation.The results show that the brand recognition of the seven mobile phone brands in brand personality dimension is not high. The last article summarizes the reasons of brand overlap and the future research direction of brand overlap from the theoretical aspect.