武汉大学生手机购买品牌偏好影响因素分析

发布时间：2018-01-07 11:06

本文关键词：武汉大学生手机购买品牌偏好影响因素分析　出处：《华中科技大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着教育改革的发展,大学生的数量越来越多,融合时代特征:生于互联网时代、物质丰富,大学生构成了特殊的消费群体,在消费市场中有重要地位;同时经济的快速发展和全球化的趋势下,大众消费者对品牌观念和品牌消费不断增强。通过调查发现,手机已成为大学生的生活必需品,大学生消费能力有限但又追求新生事物,消费状况存在较大差异,具有较大的研究价值,因此本文将重点研究大学生手机购买品牌偏好的影响因素,便于企业了解大学生手机消费的现状、消费特点以及品牌偏好的影响因素,为企业针对大学生手机品牌营销和品牌管理提供依据。本文以大学生为研究对象,设计调查问卷,收集数据,其中消费者认知偏差量表采用李克特7分量表进行监测,自我监控量表采用了Synder的自我监控量表。对收集的数据运用SPSS软件进行描述性统计分析、交叉表分析、因子分析、相关性分析。研究了高校学生手机实用性偏好程度、高校学生对国内外手机的品牌偏好与高校学生手机认知度、自我监测水平、高校学生个人自身因素之间的关系。研究结果表明:不同个人自身因素的学生在对国内外手机品牌偏好上有显著性差异,但是在实用性偏好上并没有显著性差异;高校学生对手机的实用性偏好与手机认知度、低自我监测呈正相关关系;高校学生对国内外手机品牌的偏好在购买手机的不同用途、不同的消费水平、不同的消费态度偏差等因素上有显著差异。从这些分析结果可以看出,造成高校学生在选购手机时不同的偏好的原因有个人的消费水平、对手机市场的了解程度、消费理念等等。最后在本文的研究基础之上,结合大学生的消费特点,提出了针对于大学生手机市场的品牌管理方法和营销策略。
[Abstract]:With the development of education reform, the number of college students is more and more, the characteristics of the fusion era: born in the Internet era, rich in material, college students constitute a special consumer group, in the consumer market has an important position; At the same time, with the rapid development of economy and the trend of globalization, the popular consumers' brand concept and brand consumption are increasing. Through the investigation, it is found that mobile phone has become a necessity for college students. College students' consumption ability is limited but the pursuit of new things, there are great differences in the consumption situation, which has great research value, so this paper will focus on the influencing factors of college students' mobile phone purchase brand preference. It is convenient for enterprises to understand the status quo of college students' mobile phone consumption, consumption characteristics and factors affecting brand preference, and to provide the basis for enterprises to target at the brand marketing and brand management of college students. This paper takes college students as the research object. The questionnaire was designed and the data were collected. The consumer cognitive deviation scale was monitored by the Richter 7 subscale. The self-monitoring scale adopted Synder's self-monitoring scale. The collected data was analyzed by SPSS software, including descriptive statistical analysis, cross-table analysis and factor analysis. Correlation analysis. This paper studies the degree of university students' mobile phone practicability preference brand preference for domestic and foreign mobile phone and university students' mobile phone recognition and self-monitoring level. The results show that students with different personal factors have significant differences in their preference for mobile phone brands at home and abroad. But there is no significant difference in practical preference; The practical preference of college students for mobile phone is positively correlated with mobile phone recognition and low self-monitoring. College students' preference for domestic and foreign mobile phone brands has significant differences in different uses, different consumption levels, different consumption attitude deviation and other factors. From these analysis results can be seen. The reasons for the different preferences of college students in the selection and purchase of mobile phones are personal consumption level, understanding of the mobile phone market, consumption philosophy and so on. Finally, based on the research of this paper. Combined with the characteristics of college students' consumption, this paper puts forward the brand management method and marketing strategy for college students' mobile phone market.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G645.5;F273.2

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