基于顾客矩阵的智能手机产品市场营销策略研究

发布时间：2018-06-15 04:24

本文选题：消费者需求 + 顾客矩阵　；参考：《北京邮电大学》2014年硕士论文

【摘要】：随着智能手机技术的不断发展和进步,智能手机已经逐渐取代了功能手机,成为了手机市场的主流。随着智能手机的出现和发展,智能手机已经改变了当今消费者的消费需求和消费理念。在智能手机市场竞争进入到白热化的今天,与功能手机相比消费者的购买和使用需求产生了什么样的变化和趋势?智能手机厂商应该采取怎样的措施,才能满足消费者日益变化的新需求和新需要?智能手机厂商应该采取怎样的市场营销策略才能扩大市场份额,增加企业利润?这些问题已经成为了业内关注的热点。因此,本文基于顾客矩阵理论构建了智能手机产品市场竞争的营销策略分析模型,用来分析和研究以上这些热点问题。本文首先采用问卷调查的方式对智能手机消费者进行调研,并回收、统计和整理调查数据,之后运用数据处理工具SPSS17.0对统计数据进行因子分析,借助因子分析确定影响消费者购买和使用智能手机的三个公因子,根据公因子的核心含义对其进行命名,从而确定了智能手机顾客矩阵的维度和内涵,即可察觉价值和可察觉价格。并构建了智能手机产品市场营销策略的顾客矩阵,根据调查问卷结果构建了消费者在近期关注度较高的华为P6、三星Galaxy S4和苹果iPhone5这三款智能手机产品的市场营销策略顾客矩阵,并分别对其市场营销策略进行说明和分析。最后将结论延伸至华为、三星和苹果这三个智能手机品牌的市场营销策略分析,并针对他们市场营销策略中的不足,提出了合适的营销策略。
[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.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.63;F274

【参考文献】