大学生智能手机消费行为研究(附问卷调查)

大学生智能手机消费行为研究(附问卷调查)(开题报告,论文16000字)
摘要
自2005年以来中国经济的快速增长带来手机市场的繁荣，国内外手机厂商竞争日益激烈。如何满足消费者需求从而提高市场占有率是现今手机厂商的当务之急，如何树立过硬的品牌形象从而能够获得持续竞争的能力这也是企业需要着力解决的问题。大学生群体正逐步演变为手机消费市场的中坚力量，可以说了解了大学生群体的手机消费行为，那么就可以说占据了手机市场份额的半壁江山。同时，未来手机消费的主流趋势也取决于大学生群体，所以把握好大学生的消费行为偏好，就在很大程度上掌握了未来手机市场的主流消费趋势，这对于各个手机企业制定战略战术也有着举足轻重的重要意义。
本文以市场调研为主要研究方法，将消费者行为学原理应用到本文所要研究的对象和事例之中，在论文中主要通过发放调查问卷的形式统计情况，并绘制成相应的图表，研究方法包括调查问卷法和查阅文献法。通过对各种影响因素的调查与分析研究得出影响大学生消费行为的主要因素和次要因素，看看哪种因素对大学生消费行为起了决定性的影响，哪几种因素是主要影响，哪几个是次要影响。剖析当代大学生手机消费行为的特点并且给相关手机行业提供参考依据，为企业提供更好的营销策略和方法，让手机企业良性、繁荣发展并且最大限度满足顾客需求。
关键词：消费者行为  手机  大学生
 
Research on Smartphone Consumption Behavior of College Students
ABSTRACT
Since 2005, the rapid growth of China's economy has brought about the prosperity of the mobile phone market, and the competition between domestic and foreign mobile phone manufacturers has become increasingly fierce. How to meet the needs of consumers and improve market share is the top priority of mobile phone manufacturers. How to establish a strong brand image so as to obtain the ability to sustain competition is also a problem that enterprises need to focus on. College students are gradually evolving into the backbone of the mobile phone consumer market. It can be said that if we understand the mobile phone consumer behavior of College students, we can say that they occupy half of the mobile phone market share. At the same time, the mainstream trend of mobile phone consumption in the future also depends on the college students. Therefore, to grasp the preferences of College Students'consumption behavior is to a large extent to grasp the mainstream trend of mobile phone consumption in the future market, which is also of great significance for each mobile phone enterprise to formulate strategies and tactics.
This paper takes market research as the main research method and applies the principles of consumer behavior to the objects and cases to be studied in this paper. In this paper, we mainly use the form of questionnaires to make statistics and draw corresponding charts. The research methods include questionnaire method and literature review method. Through the investigation and analysis of various influencing factors, the main and secondary factors affecting college students'consumption behavior are obtained. We can see which factors have a decisive impact on College Students' consumption behavior, which factors are the main ones and which ones are the secondary ones. This paper analyses the characteristics of contemporary college students'mobile phone consumption behavior and provides reference for the relevant mobile phone industry, providing better marketing strategies and methods for enterprises, so that mobile phone enterprises can develop benignly, prosperously and meet the needs of customers to the greatest extent.
Key Words:consumer behavior; mobile phone; College Students
 

目录
摘要    I
ABSTRACT    II
第一章绪论    1
1.1 研究背景及研究意义    1
1.1.1 中国大学生消费市场的现状    1
1.1.2 大学生手机消费行为的现实意义    1
1.2 研究思路与方法    2
1.2.1 研究思路    2
1.2.2 研究方法    2
第二章文献综述    3
2.1 国内研究现状    3
2.2 国外研究现状    4
2.3 研究述评    5
第三章大学生手机消费行为的现状    7
3.1 大学生手机消费行为调查研究    7
3.1.1 问卷的结构和所采用的技术方法    7
3.1.2 样本情况    7
3.2 大学生手机消费行为现状分析    7
3.2.1 手机品牌使用及复购率    7
3.2.2 大学生手机的更换    9
3.2.3 大学生购买手机的认知渠道    10
3.2.4 影响大学生手机消费的购买决策因素    11
3.2.5 大学生手机购买的方式    16
第四章大学生手机消费特征分析    18
4.1 大学生手机消费行为特征分析    18
4.1.1 大学生手机消费行为的特征    20
4.2基于大学生手机消费特征的营销建议    23
第五章总结与展望    24
5.1 总结    24
5.2 展望    24
参考文献    25
附录    27