本文選題：消費(fèi)者需求 + 顧客矩陣　； 參考：《北京郵電大學(xué)》2014年碩士論文

【摘要】：隨著智能手機(jī)技術(shù)的不斷發(fā)展和進(jìn)步,智能手機(jī)已經(jīng)逐漸取代了功能手機(jī),成為了手機(jī)市場(chǎng)的主流。隨著智能手機(jī)的出現(xiàn)和發(fā)展,智能手機(jī)已經(jīng)改變了當(dāng)今消費(fèi)者的消費(fèi)需求和消費(fèi)理念。在智能手機(jī)市場(chǎng)競(jìng)爭(zhēng)進(jìn)入到白熱化的今天,與功能手機(jī)相比消費(fèi)者的購(gòu)買和使用需求產(chǎn)生了什么樣的變化和趨勢(shì)?智能手機(jī)廠商應(yīng)該采取怎樣的措施,才能滿足消費(fèi)者日益變化的新需求和新需要?智能手機(jī)廠商應(yīng)該采取怎樣的市場(chǎng)營(yíng)銷策略才能擴(kuò)大市場(chǎng)份額,增加企業(yè)利潤(rùn)?這些問(wèn)題已經(jīng)成為了業(yè)內(nèi)關(guān)注的熱點(diǎn)。因此,本文基于顧客矩陣?yán)碚摌?gòu)建了智能手機(jī)產(chǎn)品市場(chǎng)競(jìng)爭(zhēng)的營(yíng)銷策略分析模型,用來(lái)分析和研究以上這些熱點(diǎn)問(wèn)題。本文首先采用問(wèn)卷調(diào)查的方式對(duì)智能手機(jī)消費(fèi)者進(jìn)行調(diào)研,并回收、統(tǒng)計(jì)和整理調(diào)查數(shù)據(jù),之后運(yùn)用數(shù)據(jù)處理工具SPSS17.0對(duì)統(tǒng)計(jì)數(shù)據(jù)進(jìn)行因子分析,借助因子分析確定影響消費(fèi)者購(gòu)買和使用智能手機(jī)的三個(gè)公因子,根據(jù)公因子的核心含義對(duì)其進(jìn)行命名,從而確定了智能手機(jī)顧客矩陣的維度和內(nèi)涵,即可察覺價(jià)值和可察覺價(jià)格。并構(gòu)建了智能手機(jī)產(chǎn)品市場(chǎng)營(yíng)銷策略的顧客矩陣,根據(jù)調(diào)查問(wèn)卷結(jié)果構(gòu)建了消費(fèi)者在近期關(guān)注度較高的華為P6、三星Galaxy S4和蘋果iPhone5這三款智能手機(jī)產(chǎn)品的市場(chǎng)營(yíng)銷策略顧客矩陣,并分別對(duì)其市場(chǎng)營(yíng)銷策略進(jìn)行說(shuō)明和分析。最后將結(jié)論延伸至華為、三星和蘋果這三個(gè)智能手機(jī)品牌的市場(chǎng)營(yíng)銷策略分析,并針對(duì)他們市場(chǎng)營(yíng)銷策略中的不足,提出了合適的營(yíng)銷策略。
[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.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F416.63;F274

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本文編號(hào)：2020634