大学生手机消费市场品牌选择的特点和手机企业的营销策略分析毕业论文.doc

毕业论文 （20_ _届） 大学生手机消费市场品牌选择的特点和手机企业的营销策略分析 摘 要 关键词：；；Abstract In the information society, the continuous improvement of living standards and the continued low prices of mobile phones, college students have been using the phone is not unusual thing. The face of an emerging market such as mobile phones, in the face of such a special group of students, in order to develop effective brand marketing plans and strategies, in order to make their products have good performance, only from a real understanding of the characteristics of this consumer group , needs to begin. This paper will study, and provide the appropriate rationalization proposals, hoping to take on the corporate brand strategy is more effective to provide some useful reference information. Allocation of resources to enable enterprises to be more reasonable and effective, so that more rational corporate brand positioning, brand building is more rational, and thus increase their investment in brand building benefits. This mobile phone consumer market for the current students of the brand choice in-depth analysis, the main use of focus group interviews and questionnaires to explore the mobile phone brand consumer psychology students, proven addition to price, quality factor, what other factors influence the university students choice; understand that college students held for several major brands of mobile phone distribution; survey college students using a mobile phone replacement cycles and the frequency is roughly what the situation; Students functional requirements for the phone room for improvement in general is like. According to the results, providing the appropriate rationalization proposals, hoping to take on the corporate brand strategy is more effective to provide some useful reference information to enable enterprises to more rational allocation of resources, effective, and enable enterprises to more reasonable brand positioning, brand building more rational, and thus increase their investment in