大学生手机消费调查与国产手机营销策略研究

发布时间：2018-07-20 09:32

【摘要】：二十一世纪的最初十年是我国高等教育迅速发展的十年,高校不断扩招,大学生群体日益庞大,其产生的巨大消费能力与消费影响,使得大学生消费需求成为无法被忽视的主题,大学生市场已经成为了一个特殊的消费者细分市场。与此同时,我国的移动通讯行业也在二十一世纪的最初十年迅猛发展。手机作为移动通讯终端,从起初的只能打电话的大哥大发展到现在的大屏智能机,所担负的角色早己不只是一个通讯工具,在移动网络、新媒体日益发展的今天,人际交往、移动办公、金融支付、资讯获取、休闲娱乐处处都离不开手机。研究大学生手机消费市场,掌握大学生消费者的真正需求,不仅可以为国产手机厂商提供用以决策的相关依据,也更有利于其对营销资源进行更合理的配置,还能使其努力做到以消费者为中心,从而夯实企业核心竞争力为其长远发展提供支持。本文首先对国产手机市场营销环境、大学生的消费心理和大学生手机市场消费现状进行了分析,然后利用市场营销和消费者者行为学的相关理论,结合实施焦点访谈得出的相关结论,设计出调查问卷,在郑州市的七所高校(包括211本科、普通本科、民办本科、普通专科、高等职业学院)的不同年级、不同专业的在校生中间,通过发放问卷的方式进行了数据收集。然后利用SPSS19.0软件对数据进行了信度、效度验证,并对大学生手机消费需求进行了分析。分别从产品维度、价格维度、渠道维度、促销维度、群体参照维度进行了五维分析；从购买行为与性别的交叉分析、需求与收入的交叉分析、需求与学历层次和文理科的交叉分析进行了数据的交叉分析。通过调研分析的结果,总结大学生手机消费市场的营销策略存在的问题,包括产品针对性不强、价格定位不准、渠道拓展不利、促销手段单一等问题。针对这些问题,提出了基于大学生手机消费调查的国产手机厂商营销策略,主要有四点,一是要抓住4G网络建设机遇,着力打造产品的核心竞争力；二是加快市场营销策略转型,不但要巩固已有的中低端市场,更要瞄准高端市场和一些特殊的细分市场；三是拓宽市场营销产品渠道,多管齐下占领市场；四是开展商业模式和促销手段的创新。通过提出营销策略建议,以期能为国产手机厂商长远发展提供帮助。
[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.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G645.5;F426.63;F274

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