手機消費者行為研究【畢業(yè)設計（論文）】

1、AbstractWith the rapid development of cell phone markets in China, the competition among cell phone producers home and abroad becomes intensified day by day. To these cell phone producers, one important problem they are faced with presently is how to satisfy the demands of consumers as to increase t

2、he market share and how to foster a good brand image as to obtain sustainable competitive advantage. At the same time, higher education in our country is developing rapidly as well. In 2021, the number of college students on campus is 1/5 of total number of their peers in our country, that is, about

3、 27,000,000. And the college expansion continues. Up to 2021, the number of college students will be steadily added to 30,000,000. Whether from the number or from the purchasing power, college studentsthis special consumer group are gaining concern from more and more producers. College students have

4、 become an important group that should not be neglected in the cell phone consumer market, therefore, understanding college students cell phone consuming behaviors is significant for dominating the college students cell phone market share. Meantime, the group of college students represents the main

5、trend of future cell phones to certain extent. Seizing college students preference of consuming behaviors will also grasp the consuming trend of future cell phones to certain degree, which has certain directive significance for the strategic formulation of each relative enterprises. This paper is ba

6、sed on Consumer Behavior Theory. It adopts market investigation and study as its methodology, analyzing the cell phone consuming behaviors of the college students from Henan University. From the perspective of use the experience of a selected spot to promote the work in the entire area, this papers

7、aims to analyze the features of college students cell phone consuming behaviors, giving the relative cell phone enterprises a reference. This will provide a foundation for the making of marketing program of these enterprises to improve the effect of their Key Words: Consumer behavior, Mobile phones,

8、 students TOC o 1-3 h z u HYPERLINK l _Toc261296012 1引言 PAGEREF _Toc261296012 h 5 HYPERLINK l _Toc261296013 2 緒論 PAGEREF _Toc261296013 h 6 HYPERLINK l _Toc261296014 2.1 研究背景及研究意義 PAGEREF _Toc261296014 h 6 HYPERLINK l _Toc261296015 2.1.1 中國 市場的開展及現狀 PAGEREF _Toc261296015 h 6 HYPERLINK l _Toc261296016

9、 2.1.2 中國大學生消費市場的現狀 PAGEREF _Toc261296016 h 8 HYPERLINK l _Toc261296017 研究大學生 消費行為的現實意義。 PAGEREF _Toc261296017 h 9 HYPERLINK l _Toc261296018 2.2研究思路與方法 PAGEREF _Toc261296018 h 9 HYPERLINK l _Toc261296019 研究思路 PAGEREF _Toc261296019 h 9 HYPERLINK l _Toc261296020 研究方法 PAGEREF _Toc261296020 h 9 HYPERLIN

10、K l _Toc261296021 3大學生消費行為概述及相關理論根底 PAGEREF _Toc261296021 h 10 HYPERLINK l _Toc261296022 3.1消費者行為學概述 PAGEREF _Toc261296022 h 10 HYPERLINK l _Toc261296023 消費者行為學定義 PAGEREF _Toc261296023 h 10 HYPERLINK l _Toc261296024 消費者行為學的研究內容 PAGEREF _Toc261296024 h 10 HYPERLINK l _Toc261296025 研究消費者行為的意義 PAGEREF

11、_Toc261296025 h 10 HYPERLINK l _Toc261296026 3.2大學生消費行為的含義及特征 PAGEREF _Toc261296026 h 11 HYPERLINK l _Toc261296027 大學生消費行為的含義 PAGEREF _Toc261296027 h 11 HYPERLINK l _Toc261296028 大學生消費行為的特征 PAGEREF _Toc261296028 h 11 HYPERLINK l _Toc261296029 4大學生 消費行為的現狀 PAGEREF _Toc261296029 h 13 HYPERLINK l _Toc2

12、61296030 4.1調查研究的范圍和采用的技術方法 PAGEREF _Toc261296030 h 13 HYPERLINK l _Toc261296031 樣本的根本情況 PAGEREF _Toc261296031 h 13 HYPERLINK l _Toc261296032 4.1.2 問卷的結構和所采用的技術方法 PAGEREF _Toc261296032 h 13 HYPERLINK l _Toc261296033 4.2大學生 消費行為的現狀與分析 PAGEREF _Toc261296033 h 13 HYPERLINK l _Toc261296034 品牌使用及再次購置 PAG

13、EREF _Toc261296034 h 14 HYPERLINK l _Toc261296035 大學生 的更換 PAGEREF _Toc261296035 h 14 HYPERLINK l _Toc261296036 4.2.3 大學生購置 的認知渠道 PAGEREF _Toc261296036 h 15 HYPERLINK l _Toc261296037 影響大學生 消費的購置決策因素 PAGEREF _Toc261296037 h 17 HYPERLINK l _Toc261296038 大學生 購置的方式 PAGEREF _Toc261296038 h 21 HYPERLINK l

14、_Toc261296039 5結論及建議 PAGEREF _Toc261296039 h 22 HYPERLINK l _Toc261296040 5.1結論 PAGEREF _Toc261296040 h 22 HYPERLINK l _Toc261296041 注重品牌 PAGEREF _Toc261296041 h 22 HYPERLINK l _Toc261296042 選購 要物有所值 PAGEREF _Toc261296042 h 22 HYPERLINK l _Toc261296043 更換 頻繁，容易形成再次消費 PAGEREF _Toc261296043 h 22 HYPER

15、LINK l _Toc261296044 注重 的功能多樣性 PAGEREF _Toc261296044 h 22 HYPERLINK l _Toc261296045 中低端 成為最愛 PAGEREF _Toc261296045 h 22 HYPERLINK l _Toc261296046 5.2建議 PAGEREF _Toc261296046 h 22 HYPERLINK l _Toc261296047 產品策略 PAGEREF _Toc261296047 h 22 HYPERLINK l _Toc261296048 促銷策略 PAGEREF _Toc261296048 h 22 HYPERLINK l _Toc261296049 參考文獻 PAGEREF _Toc261296049 h 24 HYPERLINK l _Toc2