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“中国制造”已经不再是廉价的代名词,令人惊喜的中国品牌已经出现,2015年十大智能手机品牌中有八个是中国的,华为等跻身前列,而其他中国品牌正在快速瓜分着苹果和三星的市场份额。随着智能手机市场的迅速发展,营销方式的多元化,分析消费者的偏好意愿成为新服务、新产品取胜的关键因素,准确的把握用户需求,是实现精准营销至关重要的因素。本研究采用联合分析法,通过对手机消费者偏好的现实模拟,分析产品的特性效用值和特性水平重要性,建立消费者对手机产品的接受偏好模型,明确了消费者对手机产品特性接受偏好的重要性排序以及他们对每一特性水平的喜好态度,并根据手机消费者的性别、年龄统计变量进行对比研究,对生产商的产品设计和营销进行分析并提出改进建议。
“Made in China ” is no longer synonymous with cheap, surprising Chinese brands have emerged in 2015 ten of the top ten smart phone brands are China, Huawei and so among the forefront, and other Chinese brands are quickly divided Apple and Samsung’s market share. With the rapid development of the smart phone market, the diversification of marketing methods, the analysis of consumer preferences and wishes as a key factor for new services and new products to win, and accurate grasp of user needs are crucial factors in achieving accurate marketing. In this study, a joint analysis method is adopted to analyze consumer preference characteristics of mobile phones and to analyze the importance and importance of the characteristic value and characteristics of the products. The consumer preference model of mobile phone products is established, and consumers’ Rankings of their importance and their preference for each level of performance, and conduct a comparative study based on the gender and age-dependent statistical variables of handset consumers, analyze the manufacturer’s product design and marketing, and make suggestions for improvement.