本文關(guān)鍵詞： 方法-目的鏈 高端手機 消費者需求 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,高端手機市場規(guī)模不斷增長,越來越多的國產(chǎn)手機廠商開始加入到高端市場的競爭。高端手機市場雖利潤豐厚,但產(chǎn)品同質(zhì)化現(xiàn)象十分嚴(yán)重,如何在準(zhǔn)確把握高端手機消費者需求的基礎(chǔ)上制定產(chǎn)品差異化策略以獲取更多的市場份額和利潤是許多手機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消費者在價值觀層(value)、消費結(jié)果層(consequence)和產(chǎn)品屬性層(attribute)的具體需求,并探索這三個層級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),運用探索性因子分析的方法提煉高端手機消費者在價值觀和消費結(jié)果兩個需求層級上的具體需求元素、運用相關(guān)分析來探索三個層級具體需求元素之間的支撐關(guān)系,并根據(jù)不同層級需求元素之間的相關(guān)系數(shù)和統(tǒng)計顯著性繪制需求層級價值圖(hierarchical value map)。 研究發(fā)現(xiàn),高端手機消費者需求可以被理解為方法-目的鏈所描述的三層級的需求結(jié)構(gòu),即價值需求、消費結(jié)果需求和產(chǎn)品屬性需求。通過對調(diào)查數(shù)據(jù)的因子分析,研究提取了四個價值需求因子和五個消費結(jié)果因子,分別為：“刺激體驗”、“領(lǐng)先科技”、“品質(zhì)品位”、和“簡約理性”以及“高檔身份”、“娛樂樂趣”、“商務(wù)效率”、“設(shè)計新穎”和“實用便捷”。 通過皮爾遜相關(guān)分析,本研究揭示了四個價值觀因子與五個消費結(jié)果因子之間的支撐關(guān)系如下： (1)刺激體驗與實用便捷、商務(wù)效率、設(shè)計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)計新穎之間存在正相關(guān)關(guān)系。 (4)簡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市場競爭特點,包括運用時間序列方法預(yù)測了2013年高端手機市場規(guī)模,同時基于4P營銷理論分析了高端手機市場的競爭特點。 最后,本研究結(jié)合對高端手機消費者需求研究的結(jié)論和對高端手機市場競爭特點的分析,為國產(chǎn)手機廠商進(jìn)軍高端市場提出了三個方面的策略建議：(1)改善營銷傳播效果；(2)積累品牌資產(chǎn)；(3)強化產(chǎn)品競爭力。
[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)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F416.63

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