基于方法—目的链的高端手机消费者需求研究

发布时间：2018-02-25 04:27

本文关键词： 方法-目的链高端手机消费者需求因子分析　出处：《北京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来,高端手机市场规模不断增长,越来越多的国产手机厂商开始加入到高端市场的竞争。高端手机市场虽利润丰厚,但产品同质化现象十分严重,如何在准确把握高端手机消费者需求的基础上制定产品差异化策略以获取更多的市场份额和利润是许多手机厂商正在思考的重要课题。本研究旨在借助方法-目的链(Means-End Chain)分析工具提炼高端手机消费者在价值观层(value)、消费结果层(consequence)和产品属性层(attribute)的具体需求,并探索这三个层级具体需求元素之间的支撑关系。在研究方法上,本文以方法-目的链为理论基础,运用探索性因子分析的方法提炼高端手机消费者在价值观和消费结果两个需求层级上的具体需求元素、运用相关分析来探索三个层级具体需求元素之间的支撑关系,并根据不同层级需求元素之间的相关系数和统计显著性绘制需求层级价值图(hierarchical value map)。研究发现,高端手机消费者需求可以被理解为方法-目的链所描述的三层级的需求结构,即价值需求、消费结果需求和产品属性需求。通过对调查数据的因子分析,研究提取了四个价值需求因子和五个消费结果因子,分别为：“刺激体验”、“领先科技”、“品质品位”、和“简约理性”以及“高档身份”、“娱乐乐趣”、“商务效率”、“设计新颖”和“实用便捷”。通过皮尔逊相关分析,本研究揭示了四个价值观因子与五个消费结果因子之间的支撑关系如下： (1)刺激体验与实用便捷、商务效率、设计新颖和高档身份之间存在正相关关系。 (2)领先科技与商务效率和娱乐乐趣之间存在正相关关系。 (3)品质品位与高档身份和设计新颖之间存在正相关关系。 (4)简约理性与娱乐乐趣之间存在正相关关系。此外,本研究还分析了高端手机市场竞争特点,包括运用时间序列方法预测了2013年高端手机市场规模,同时基于4P营销理论分析了高端手机市场的竞争特点。最后,本研究结合对高端手机消费者需求研究的结论和对高端手机市场竞争特点的分析,为国产手机厂商进军高端市场提出了三个方面的策略建议：(1)改善营销传播效果；(2)积累品牌资产；(3)强化产品竞争力。
[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.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.63

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