在經(jīng)濟(jì)全球化的議題上,中國的智能手機品牌逐漸走向海外,在許多國家搶占了一定的市場,給消費者帶來了多種可能。然而,隨著市場的不斷完善和技術(shù)創(chuàng)新,智能手機市場面臨的競爭也在不斷加劇。此外,由于經(jīng)濟(jì)和傳統(tǒng)文化的影響,不同地區(qū)的消費者之間也存在差異。中國智能手機要想在國際市場上更好的生存,必須通過采取有針對性的營銷策略,盡可能通過各個國家的實際國情來把握消費者行為特征,以更好地開拓國外市場,并實現(xiàn)大發(fā)展。印度總?cè)丝跒?3.8億,是世界第二大人口國,這為中國智能手機品牌在印度的商業(yè)推廣奠定了良好的基礎(chǔ)。借助中國智能手機在其他國家市場中營銷獲得的經(jīng)驗以提高中國智能手機在印度的影響力,可以有助于深入挖掘并了解印度智能手機消費市場。本研究以中國知名智能手機品牌OPPO為例,以印度消費者為主要研究對象,基于對相關(guān)文獻(xiàn)和消費者行為理論,考察印度消費者購買智能手機的影響因素因素,并使用SPSS統(tǒng)計軟件對從調(diào)查中獲得的數(shù)據(jù)進(jìn)行統(tǒng)計分析。研究發(fā)現(xiàn),影響印度消費者購買智能手機的因素很多,包括消費者購買智能手機的意向、性價比、消費者期望、消費者購買國產(chǎn)產(chǎn)品傾向、消費者對智能手機品牌的認(rèn)可度等,這些因素對印度消費者購...

【文章頁數(shù)】：68 頁

【學(xué)位級別】：碩士

【文章目錄】：
摘要
ABSTRACT
1.CHAPTER1 INTRODUCTION
    1.1.RESEARCH BACKGROUND AND SIGNIFICANCE
        1.1.1.Research background
        1.1.2.Research significance
    1.2.RESEARCH CONTENT AND FRAMEWORK
    1.3.RESEARCH METHODS AND TECHNICAL ROUTES
        1.3.1.Research Methods
        1.3.2.Technical Route
    1.4.RESEARCH AND INNOVATION
2.CHAPTER2 LITERATURE REVIEW
    2.1.RESEARCH ON CONSUMER BEHAVIOR
    2.2.RESEARCH ON THE FACTORS AFFECTING CONSUMER BUYING BEHAVIOR
        2.2.1.Different factors that affect consumer buying behavior
    2.3.RESEARCH ON THE INTERNATIONAL MARKET OF SMARTPHONES
    2.4.LITERATURE SUMMARY
3.CHAPTER3 ANALYSIS OF OPPO SMARTPHONE MARKET IN INDIA
    3.1.INTRODUCTION TO OPPO SMARTPHONE
        3.1.1.Journey of OPPO
    3.2.INDIA MARKET SHARE OF OPPO SMARTPHONES
4.CHAPTER4 RESEARCH DESIGN
    4.1.RESEARCH MODEL
        4.1.1.The theoretical basis of the research model
        4.1.2.Research Model Construction
    4.2.RESEARCH HYPOTHESIS
        4.2.1.The influence of consumer ethnocentric tendency
        4.2.2.Impact of cost performance
        4.2.3.The Impact of consumer expectations
        4.2.4.The impact of brand attitude
    4.3.QUESTIONNAIRE DESIGN
        4.3.1.TABLE4-6 MEASUREMENT OF VARIABLES
    4.4.DESIGN SAMPLING
    4.5.DATA PROCESSING
        4.5.1.Descriptive Statistics
        4.5.2.Reliability and Validity Analysis
5.CHAPTER5 STATISTICAL ANALYSIS AND HYPOTHESIS TESTING
    5.1. Correlation analysis of factors affecting the purchase of smartphones by Indian consumers
    5.2. Regression Analysis of factors affecting the purchase of smartphones by Indian consumers
    5.3.THE MEDIATING ROLE OF BRAND ATTITUDES
    5.4.THE IMPACT OF DIFFERENT GENDERS ON THE PURCHASE OF SMARTPHONES BY CONSUMERS T-TEST
    5.5.SUMMARY OF RESULTS AND MODEL REVISION
    5.6.DISCUSSION OF RESULTS
6.CHAPTER6 CONCLUSION AND RECOMMENDATIONS
    6.1.CONCLUSION
    6.2.THEORETICAL CONTRIBUTION
    6.3.SMARTPHONE MARKETING ADVICE
        6.3.1.Marketing recommendations based on consumer ethnocentric tendencies
        6.3.2.Marketing Suggestions based on product Cost-effectiveness
        6.3.3.Marketing Suggestions based on consumer expectation
        6.3.4.Marketing Suggestions Based on Different Genders
    6.4.Research Limitations
REFERENCES
中文版調(diào)查問卷
APPENDIX



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