本文關(guān)鍵詞： 方法-目的鏈 高端手機(jī) 消費(fèi)者需求 因子分析　出處：《北京郵電大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,高端手機(jī)市場(chǎng)規(guī)模不斷增長(zhǎng),越來越多的國(guó)產(chǎn)手機(jī)廠商開始加入到高端市場(chǎng)的競(jìng)爭(zhēng)。高端手機(jī)市場(chǎng)雖利潤(rùn)豐厚,但產(chǎn)品同質(zhì)化現(xiàn)象十分嚴(yán)重,如何在準(zhǔn)確把握高端手機(jī)消費(fèi)者需求的基礎(chǔ)上制定產(chǎn)品差異化策略以獲取更多的市場(chǎng)份額和利潤(rùn)是許多手機(jī)廠商正在思考的重要課題。 本研究旨在借助方法-目的鏈(Means-End Chain)分析工具提煉高端手機(jī)消費(fèi)者在價(jià)值觀層(value)、消費(fèi)結(jié)果層(consequence)和產(chǎn)品屬性層(attribute)的具體需求,并探索這三個(gè)層級(jí)具體需求元素之間的支撐關(guān)系。 在研究方法上,本文以方法-目的鏈為理論基礎(chǔ),運(yùn)用探索性因子分析的方法提煉高端手機(jī)消費(fèi)者在價(jià)值觀和消費(fèi)結(jié)果兩個(gè)需求層級(jí)上的具體需求元素、運(yùn)用相關(guān)分析來探索三個(gè)層級(jí)具體需求元素之間的支撐關(guān)系,并根據(jù)不同層級(jí)需求元素之間的相關(guān)系數(shù)和統(tǒng)計(jì)顯著性繪制需求層級(jí)價(jià)值圖(hierarchical value map)。 研究發(fā)現(xiàn),高端手機(jī)消費(fèi)者需求可以被理解為方法-目的鏈所描述的三層級(jí)的需求結(jié)構(gòu),即價(jià)值需求、消費(fèi)結(jié)果需求和產(chǎn)品屬性需求。通過對(duì)調(diào)查數(shù)據(jù)的因子分析,研究提取了四個(gè)價(jià)值需求因子和五個(gè)消費(fèi)結(jié)果因子,分別為：“刺激體驗(yàn)”、“領(lǐng)先科技”、“品質(zhì)品位”、和“簡(jiǎn)約理性”以及“高檔身份”、“娛樂樂趣”、“商務(wù)效率”、“設(shè)計(jì)新穎”和“實(shí)用便捷”。 通過皮爾遜相關(guān)分析,本研究揭示了四個(gè)價(jià)值觀因子與五個(gè)消費(fèi)結(jié)果因子之間的支撐關(guān)系如下： (1)刺激體驗(yàn)與實(shí)用便捷、商務(wù)效率、設(shè)計(jì)新穎和高檔身份之間存在正相關(guān)關(guān)系。 (2)領(lǐng)先科技與商務(wù)效率和娛樂樂趣之間存在正相關(guān)關(guān)系。 (3)品質(zhì)品位與高檔身份和設(shè)計(jì)新穎之間存在正相關(guān)關(guān)系。 (4)簡(jiǎn)約理性與娛樂樂趣之間存在正相關(guān)關(guān)系。 此外,本研究還分析了高端手機(jī)市場(chǎng)競(jìng)爭(zhēng)特點(diǎn),包括運(yùn)用時(shí)間序列方法預(yù)測(cè)了2013年高端手機(jī)市場(chǎng)規(guī)模,同時(shí)基于4P營(yíng)銷理論分析了高端手機(jī)市場(chǎng)的競(jìng)爭(zhēng)特點(diǎn)。 最后,本研究結(jié)合對(duì)高端手機(jī)消費(fèi)者需求研究的結(jié)論和對(duì)高端手機(jī)市場(chǎng)競(jìng)爭(zhēng)特點(diǎn)的分析,為國(guó)產(chǎn)手機(jī)廠商進(jìn)軍高端市場(chǎng)提出了三個(gè)方面的策略建議：(1)改善營(yíng)銷傳播效果；(2)積累品牌資產(chǎn)；(3)強(qiáng)化產(chǎn)品競(jìng)爭(zhēng)力。
[Abstract]:In recent years, the scale of the high-end mobile phone market has been growing, and more and more domestic mobile phone manufacturers have begun to join the competition in the high-end market. Although the high-end mobile phone market is profitable, the phenomenon of product homogeneity is very serious. How to make product differentiation strategy to gain more market share and profit on the basis of accurately grasping the demand of high-end mobile phone consumers is an important topic that many mobile phone manufacturers are considering. The purpose of this study is to extract the specific needs of high-end mobile phone consumers at the value level (value level), the consumption result layer (result layer) and the product attribute layer (attribute) by means of Means-End chain analysis tool, and to explore the supporting relationship between these three levels of specific demand elements. Based on the theory of method-objective chain, this paper uses exploratory factor analysis to extract the specific demand elements of high-end mobile phone consumers in the two levels of value and consumption results. Correlation analysis was used to explore the support relationship among the three levels of specific requirements elements, and the hierarchical value map was drawn according to the correlation coefficient and statistical significance among the requirements elements at different levels. The study found that the demand of high-end mobile phone consumers can be understood as the three-level demand structure described by the method-destination chain, namely, the demand for value, the demand for consumer results and the demand for product attributes. Four value demand factors and five consumption result factors were extracted. They are: "stimulating experience", "leading technology", "quality taste", and "minimalist rationality" and "upscale identity", "entertainment fun", "business efficiency", "novel design" and "practical convenience". Through Pearson correlation analysis, this study reveals the supporting relationship between the four value factors and the five consumption outcome factors as follows:. 1) there is a positive correlation between stimulating experience and practical convenience, business efficiency, novel design and high-grade identity. 2) there is a positive correlation between leading technology and business efficiency and fun. There is a positive correlation between quality grade and high-grade identity and novel design. 4) there is a positive correlation between minimalist reason and pleasure of entertainment. In addition, this study also analyzes the competitive characteristics of high-end mobile phone market, including the use of time series method to predict the scale of high-end mobile phone market in 2013, and analyzes the competitive characteristics of high-end mobile phone market based on 4P marketing theory. Finally, this study combines the conclusion of the research on the consumer demand of high-end mobile phone and the analysis of the characteristics of the high-end mobile phone market competition. This paper puts forward three strategic suggestions for domestic mobile phone manufacturers to enter the high-end market: 1) improve the effect of marketing communication 2) accumulate brand assets and strengthen the competitiveness of products.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.63

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