本文選題：消費者需求 + 顧客矩陣��； 參考：《北京郵電大學》2014年碩士論文

【摘要】：隨著智能手機技術的不斷發(fā)展和進步,智能手機已經(jīng)逐漸取代了功能手機,成為了手機市場的主流。隨著智能手機的出現(xiàn)和發(fā)展,智能手機已經(jīng)改變了當今消費者的消費需求和消費理念。在智能手機市場競爭進入到白熱化的今天,與功能手機相比消費者的購買和使用需求產(chǎn)生了什么樣的變化和趨勢?智能手機廠商應該采取怎樣的措施,才能滿足消費者日益變化的新需求和新需要?智能手機廠商應該采取怎樣的市場營銷策略才能擴大市場份額,增加企業(yè)利潤?這些問題已經(jīng)成為了業(yè)內(nèi)關注的熱點。因此,本文基于顧客矩陣理論構建了智能手機產(chǎn)品市場競爭的營銷策略分析模型,用來分析和研究以上這些熱點問題。本文首先采用問卷調(diào)查的方式對智能手機消費者進行調(diào)研,并回收、統(tǒng)計和整理調(diào)查數(shù)據(jù),之后運用數(shù)據(jù)處理工具SPSS17.0對統(tǒng)計數(shù)據(jù)進行因子分析,借助因子分析確定影響消費者購買和使用智能手機的三個公因子,根據(jù)公因子的核心含義對其進行命名,從而確定了智能手機顧客矩陣的維度和內(nèi)涵,即可察覺價值和可察覺價格。并構建了智能手機產(chǎn)品市場營銷策略的顧客矩陣,根據(jù)調(diào)查問卷結果構建了消費者在近期關注度較高的華為P6、三星Galaxy S4和蘋果iPhone5這三款智能手機產(chǎn)品的市場營銷策略顧客矩陣,并分別對其市場營銷策略進行說明和分析。最后將結論延伸至華為、三星和蘋果這三個智能手機品牌的市場營銷策略分析,并針對他們市場營銷策略中的不足,提出了合適的營銷策略。
[Abstract]:With the continuous development and progress of smart phone technology, smart phone has gradually replaced the functional phone and become the mainstream of the mobile phone market. With the emergence and development of smart phones, smart phones have changed the consumer demand and consumption concept. In the smartphone market competition has entered the white-hot today, compared with the functional mobile phone consumer purchase and use of demand has produced what changes and trends? What measures should smartphone manufacturers take to meet the ever-changing new needs and needs of consumers? What marketing strategies should smartphone manufacturers take to expand market share and increase profits? These problems have become the focus of attention in the industry. Therefore, based on the customer matrix theory, this paper constructs a marketing strategy analysis model of smartphone product competition, which is used to analyze and study these hot issues. In this paper, a questionnaire survey is used to investigate the smartphone consumers, and the survey data are collected, counted and collated, and then the statistical data are analyzed by using SPSS 17.0, a data processing tool. By means of factor analysis, three common factors affecting consumers' purchase and use of smartphones are determined, and named according to the core meaning of common factors, and the dimensions and connotations of smart phone customer matrix are determined. Sense value and detectable price. Based on the results of the questionnaire, the customer matrix of three smartphone products, Huawei P6, Samsung Galaxy S4 and Apple iPhone 5, is constructed. And its marketing strategy is explained and analyzed separately. Finally, the conclusion is extended to the analysis of the marketing strategies of the three smartphone brands, Huawei, Samsung and Apple, and the appropriate marketing strategies are put forward in view of the shortcomings of their marketing strategies.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F416.63;F274

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本文編號：2020634