淄博市手机市场消费行为调查与分析工商管理-学位论文.doc

摘要 手机的出现使人们现实随时随地与人交流的愿望，并随着手机的越来越普及，手机的消费人群也越来越庞大。着其中，大学生已成为手机市场上逐渐兴起的一支不可忽视的生力军。大学生的手机消费市场是一个有着巨大活力的市场空间，学生市场是在手机产业面临激烈市场竞争的情况下有待开发的市场。由于大学生尤其特他有观念和消费行为，所以了解大学生的消费行为和心理对手机商来说有着重要的现实意义。本文通过对淄博市在校大学生所做的问卷调查， 分析了大学生的消费心理和消费行为特征，指出开发大学生的移动营销战略应注意迎合大学生追求新奇，注意购买的经验，需要提供一个综合立体的品牌或产品信息，完善各种服务平台购买的产品，并进一步加强与大学生的亲和力，提高营销效果。 【关键词】手机市场；消费行为；战略； Abstract Mobile phone appearance make it reality to communicate with people desire whenever and wherever possible, and the more and more popular with the mobile phone, mobile phone consumption crowd is more and more large. Among them, college students have become mobile phone market gradually rise of a force can not be ignored. College Students mobile phone market is a tremendous vitality of market space, student market is in the mobile phone industry is faced with intense market competition situation remains to develop market. Because the university students, especially his idea and consumptive behavior, so understanding consumer behavior of college students and psychology on the mobile phone business has important practical significance. This article through to the Zibo city college students doing questionnaire survey, an analysis of college students consumption psychology and behavior characteristics of college students, points out that the development of the mobile marketing strategy should cater to students pursuing novelty, pay attention to the purchase experience, the need to provide a three-dimensional integrated brand or product information, improve the various services platform to buy the product, and to further strengthen the university students and affinity, improve the marketing effect. Key words：Mobile phone market；Consumer behavior； Strategy 淄博市大学生手机市场消费行为调查与分析 １ 引言 随着我国经济稳定持续的增长，移动通信市场急速增长，其突出表现就是手机的普及和数量的上升，在相对较短的时间内形成了一个充满巨大活力的手机产业。随着对外开放程度日益加大，国产品牌手机和国外品牌手机的争夺市场的战争逐渐升温，使得手机产业成为了竞争非常激烈的一个产业。随着科学技术的日益发展，手机的功能越来越完善。手机生产商要想在激烈的手机市场分得利益，就需要了解消费者手机消费行为，细分市场，针对不同细分市场开发不同的营销策略，以拓展市场。学生消费者在手机消费市场，是一个不可忽视的消费的主要力量。纵观今天的校园，大学