大學(xué)生手機(jī)消費(fèi)調(diào)查與國產(chǎn)手機(jī)營銷策略研究
發(fā)布時(shí)間：2018-07-20 09:32
【摘要】：二十一世紀(jì)的最初十年是我國高等教育迅速發(fā)展的十年,高校不斷擴(kuò)招,大學(xué)生群體日益龐大,其產(chǎn)生的巨大消費(fèi)能力與消費(fèi)影響,使得大學(xué)生消費(fèi)需求成為無法被忽視的主題,大學(xué)生市場(chǎng)已經(jīng)成為了一個(gè)特殊的消費(fèi)者細(xì)分市場(chǎng)。與此同時(shí),我國的移動(dòng)通訊行業(yè)也在二十一世紀(jì)的最初十年迅猛發(fā)展。手機(jī)作為移動(dòng)通訊終端,從起初的只能打電話的大哥大發(fā)展到現(xiàn)在的大屏智能機(jī),所擔(dān)負(fù)的角色早己不只是一個(gè)通訊工具,在移動(dòng)網(wǎng)絡(luò)、新媒體日益發(fā)展的今天,人際交往、移動(dòng)辦公、金融支付、資訊獲取、休閑娛樂處處都離不開手機(jī)。研究大學(xué)生手機(jī)消費(fèi)市場(chǎng),掌握大學(xué)生消費(fèi)者的真正需求,不僅可以為國產(chǎn)手機(jī)廠商提供用以決策的相關(guān)依據(jù),也更有利于其對(duì)營銷資源進(jìn)行更合理的配置,還能使其努力做到以消費(fèi)者為中心,從而夯實(shí)企業(yè)核心競(jìng)爭(zhēng)力為其長遠(yuǎn)發(fā)展提供支持。 本文首先對(duì)國產(chǎn)手機(jī)市場(chǎng)營銷環(huán)境、大學(xué)生的消費(fèi)心理和大學(xué)生手機(jī)市場(chǎng)消費(fèi)現(xiàn)狀進(jìn)行了分析,然后利用市場(chǎng)營銷和消費(fèi)者者行為學(xué)的相關(guān)理論,結(jié)合實(shí)施焦點(diǎn)訪談得出的相關(guān)結(jié)論,設(shè)計(jì)出調(diào)查問卷,在鄭州市的七所高校(包括211本科、普通本科、民辦本科、普通�？�、高等職業(yè)學(xué)院)的不同年級(jí)、不同專業(yè)的在校生中間,通過發(fā)放問卷的方式進(jìn)行了數(shù)據(jù)收集。然后利用SPSS19.0軟件對(duì)數(shù)據(jù)進(jìn)行了信度、效度驗(yàn)證,并對(duì)大學(xué)生手機(jī)消費(fèi)需求進(jìn)行了分析。分別從產(chǎn)品維度、價(jià)格維度、渠道維度、促銷維度、群體參照維度進(jìn)行了五維分析；從購買行為與性別的交叉分析、需求與收入的交叉分析、需求與學(xué)歷層次和文理科的交叉分析進(jìn)行了數(shù)據(jù)的交叉分析。 通過調(diào)研分析的結(jié)果,總結(jié)大學(xué)生手機(jī)消費(fèi)市場(chǎng)的營銷策略存在的問題,包括產(chǎn)品針對(duì)性不強(qiáng)、價(jià)格定位不準(zhǔn)、渠道拓展不利、促銷手段單一等問題。針對(duì)這些問題,提出了基于大學(xué)生手機(jī)消費(fèi)調(diào)查的國產(chǎn)手機(jī)廠商營銷策略,主要有四點(diǎn),一是要抓住4G網(wǎng)絡(luò)建設(shè)機(jī)遇,著力打造產(chǎn)品的核心競(jìng)爭(zhēng)力；二是加快市場(chǎng)營銷策略轉(zhuǎn)型,不但要鞏固已有的中低端市場(chǎng),更要瞄準(zhǔn)高端市場(chǎng)和一些特殊的細(xì)分市場(chǎng)；三是拓寬市場(chǎng)營銷產(chǎn)品渠道,多管齊下占領(lǐng)市場(chǎng)；四是開展商業(yè)模式和促銷手段的創(chuàng)新。通過提出營銷策略建議,以期能為國產(chǎn)手機(jī)廠商長遠(yuǎn)發(fā)展提供幫助。
[Abstract]:The first decade of the 21 century is a decade of rapid development of higher education in China. The enrollment of colleges and universities is expanding and the group of college students is increasing. The consumption demand of college students can not be ignored, and the college students market has become a special consumer market. At the same time, China's mobile communication industry in the 21 century in the first decade of rapid development. As a mobile communication terminal, mobile phone has developed from the mobile phone only to the large screen smartphone. Its role has long been more than just a communication tool. Today, with the increasing development of mobile networks and new media, human relations are becoming more and more important. Mobile office, financial payments, access to information, leisure and entertainment can not be separated from mobile phones. Studying the mobile phone consumption market of college students and mastering the real needs of college students' consumers can not only provide the relevant basis for domestic mobile phone manufacturers to make decisions, but also help them to allocate marketing resources more reasonably. Can also make its efforts to be consumer-oriented, thereby ramming the core competitiveness of enterprises to provide support for its long-term development. This paper first analyzes the domestic mobile phone marketing environment, college students' consumption psychology and the current situation of college students' mobile phone market consumption, and then makes use of the relevant theories of marketing and consumer behavior. Combined with the relevant conclusions of the implementation focus interview, the questionnaire was designed and the different grades of seven universities in Zhengzhou (including 211 undergraduate, ordinary undergraduate, private undergraduate, general college, higher vocational college) were designed. Among the students of different majors, the data were collected by means of questionnaires. Then SPSS 19.0 software is used to verify the reliability and validity of the data, and the demand for mobile phone consumption of college students is analyzed. From the product dimension, the price dimension, the channel dimension, the promotion dimension, the group reference dimension carries on the five dimensional analysis, from the purchase behavior and the gender cross analysis, the demand and the income cross analysis, The cross-analysis of requirement and education level and arts and science department is carried out. Based on the results of investigation and analysis, this paper summarizes the problems existing in the marketing strategy of college students' mobile phone consumption market, including product targeting is not strong, price positioning is not clear, channel development is unfavorable, promotion means are single, and so on. Aiming at these problems, this paper puts forward the marketing strategy of domestic mobile phone manufacturers based on the investigation of college students' mobile phone consumption. There are four main points: one is to seize the opportunity of 4G network construction and make efforts to create the core competitiveness of the products; The second is to accelerate the transformation of marketing strategy, not only to consolidate the existing middle and low end market, but also to aim at the high-end market and some special market segments, third, to broaden the channels of marketing products, and to occupy the market in a multi-pronged manner. Fourth, carry out the innovation of business model and promotion means. Through putting forward the marketing strategy suggestion, can provide the help for the long-term development for the domestic handset manufacturer.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G645.5;F426.63;F274
本文編號(hào)：2133113
[Abstract]:The first decade of the 21 century is a decade of rapid development of higher education in China. The enrollment of colleges and universities is expanding and the group of college students is increasing. The consumption demand of college students can not be ignored, and the college students market has become a special consumer market. At the same time, China's mobile communication industry in the 21 century in the first decade of rapid development. As a mobile communication terminal, mobile phone has developed from the mobile phone only to the large screen smartphone. Its role has long been more than just a communication tool. Today, with the increasing development of mobile networks and new media, human relations are becoming more and more important. Mobile office, financial payments, access to information, leisure and entertainment can not be separated from mobile phones. Studying the mobile phone consumption market of college students and mastering the real needs of college students' consumers can not only provide the relevant basis for domestic mobile phone manufacturers to make decisions, but also help them to allocate marketing resources more reasonably. Can also make its efforts to be consumer-oriented, thereby ramming the core competitiveness of enterprises to provide support for its long-term development. This paper first analyzes the domestic mobile phone marketing environment, college students' consumption psychology and the current situation of college students' mobile phone market consumption, and then makes use of the relevant theories of marketing and consumer behavior. Combined with the relevant conclusions of the implementation focus interview, the questionnaire was designed and the different grades of seven universities in Zhengzhou (including 211 undergraduate, ordinary undergraduate, private undergraduate, general college, higher vocational college) were designed. Among the students of different majors, the data were collected by means of questionnaires. Then SPSS 19.0 software is used to verify the reliability and validity of the data, and the demand for mobile phone consumption of college students is analyzed. From the product dimension, the price dimension, the channel dimension, the promotion dimension, the group reference dimension carries on the five dimensional analysis, from the purchase behavior and the gender cross analysis, the demand and the income cross analysis, The cross-analysis of requirement and education level and arts and science department is carried out. Based on the results of investigation and analysis, this paper summarizes the problems existing in the marketing strategy of college students' mobile phone consumption market, including product targeting is not strong, price positioning is not clear, channel development is unfavorable, promotion means are single, and so on. Aiming at these problems, this paper puts forward the marketing strategy of domestic mobile phone manufacturers based on the investigation of college students' mobile phone consumption. There are four main points: one is to seize the opportunity of 4G network construction and make efforts to create the core competitiveness of the products; The second is to accelerate the transformation of marketing strategy, not only to consolidate the existing middle and low end market, but also to aim at the high-end market and some special market segments, third, to broaden the channels of marketing products, and to occupy the market in a multi-pronged manner. Fourth, carry out the innovation of business model and promotion means. Through putting forward the marketing strategy suggestion, can provide the help for the long-term development for the domestic handset manufacturer.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G645.5;F426.63;F274
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，本文編號(hào)：2133113
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