ZMET技术及其在智能手机消费者心智模式中的应用

发布时间：2018-04-10 21:06

本文选题：ZMET + 智能手机　；参考：《西南交通大学》2011年硕士论文

【摘要】：对消费者行为进行研究和分析是市场营销理论中极为重要的一环,任何市场营销策略的策划与设计,均需建立在对消费者行为充分的掌握与分析之上。如何准确把握消费者行为进行营销,达到甚至超越消费者的心理预期,是企业获得成功的关键。而传统的消费者行为调查方法往往只能获得消费者表面上的情况,被调查者是否真实地吐露心声,直接决定了调查结果的准确性和成功与否。本研究针对此种高度不确定性,舍弃以往的调查方式,采用了一种全新的研究方法——ZMET技术,对消费者的心智模式进行探索。文章首先对ZMET技术及其相关理论进行了分析研究,通过对现有资料和案例的反复推敲演练,逐步还原并优化ZMET技术的实施流程,并将其应用于智能手机消费者心智模式的构建过程之中,最后依据获得的数据资料对智能手机的市场营销策略组合进行设计和阐述。本研究通过RPII量表筛选出对智能手机涉入度较高的10位受访者,要求受访者依研究主题,找出自认符合智能手机感觉及想法的图片,由作者依照ZMET技术的步骤,引导受访者说出内心真正的想法以及想法之间的联结关系,借助ISM法构建全部受访者的个人共识地图。通过对共识地图中的构念元素及构念间关系的分析,并结合ZMET访谈获得的感官资料,从市场营销策略组合中产品、定价、分销和促销四个方面,设计具有针对性的智能手机市场营销策略。经本研究发现消费者的价值认知收敛为“舒适的生活”、“成就感”、“社会肯定”、“快乐”、“真正的友谊”、“内在的和谐”、“感到愉快的”、“刺激的生活”、“家人的安全”等九个构念群,成为主要影响消费者对智能手机感受的因素。故本研究结合共识地图中的构念分析结果和获得的各种资料,从产品策略、定价策略、分销策略、促销策略四个维度,对智能手机的市场营销策略进行了设计和改进。且本研究从受访者的心智共识地图中所分解出的消费者想法及感受,也可以提供智能手机企业进行后续调查研究的策略思考和广告创意,最终形成最佳市场营销策略。
[Abstract]:The research and analysis of consumer behavior is an extremely important part in marketing theory. The planning and design of any marketing strategy should be based on the full mastery and analysis of consumer behavior.How to accurately grasp consumer behavior for marketing, to achieve or even exceed the psychological expectations of consumers, is the key to the success of enterprises.However, the traditional methods of consumer behavior survey can only obtain the apparent situation of consumers. Whether the respondents truly confide their feelings directly determines the accuracy and success of the survey results.In view of this high uncertainty, this study adopts a new research method, ZMET technology, to explore the mental model of consumers.In this paper, the ZMET technology and its related theories are analyzed and studied, and the implementation process of the ZMET technology is gradually restored and optimized through the repeated examination and exercise of the existing data and cases.It is applied to the construction of smart phone consumer's mental model. Finally, the marketing strategy combination of smart phone is designed and explained according to the obtained data.In this study, 10 respondents with high degree of smartphone involvement were selected by RPII scale. The respondents were asked to follow the theme of the study and find images from the perception of feeling and thinking of the smartphone. The author followed the steps of ZMET technology.Lead the interviewees to say what they really think and how they relate to each other, and build a personal consensus map of all the interviewees with the ISM method.Based on the analysis of the construal elements and their relationships in the consensus map and the sensory data obtained from the ZMET interview, this paper analyzes the product, pricing, distribution and promotion of the marketing strategy mix, including the following four aspects: product, pricing, distribution and promotion.Design targeted smartphone marketing strategy.It is found that the value cognition of consumers converges to "comfortable life", "sense of achievement", "social affirmation", "happiness", "true friendship", "inner harmony", "pleasant life", "exciting life".Nine groups, such as "family safety", have become a major factor in consumers' feelings about smartphones.Therefore, this study designs and improves the marketing strategy of smart phone from four dimensions: product strategy, pricing strategy, distribution strategy and sales promotion strategy.Moreover, the ideas and feelings of consumers decomposed from the mental consensus map of the respondents can also provide strategic thinking and advertising creativity for the follow-up research of smartphone enterprises, and finally form the best marketing strategy.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：TN929.53

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