大学生手机消费行为分析

摘　要

    随着中国手机市场的飞速发展，国内外手机制造商之间的竞争日趋加剧。对与这些手机的制造商而言，目前面临的一个重要问题就是如何及时满足消费者需求以提高市场占有率，如何树立良好的品牌形象以获取可持续性竞争优势。根据《中国统计年鉴2011》的统计为准，大学生人数预计超过3000万。大学生这一特殊消费群体无论是从数量上还是购买力上正受到越来越多的厂商的关注，了解大学生的手机消费行为对于占领手机市场份额有重要的意义。同时大学生群体在一定程度上代表未来手机的消费趋势，对于各相关企业的战略制定也有一定的指导意义。
本文以消费者行为学理论为基础，以市场调研为方法，对大学生的手机消费行为进行调查分析，以点窥面，剖析目前大学生手机消费行为的特点以及影响大学生手机消费的主要因素，来确定手机的研发方向，生产出更受消费者欢迎的手机，给手机相关企业一个参考，为各企业在营销方案的制定上提供一个依据，提高手机市场营销活动的效果。

关键词：消费者行为；手机；大学生
 
Abstract

  With 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 the market share and how to foster a good brand image as to obtain sustainable competitive advantage. According to the China statistical yearbook 2011 statistics shall prevail, the number of college students is expected to exceed 30 million. Whether from the number or from the purchasing power, college students---this special consumer group are gaining concern from more and more producers. 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 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.
   Based on the theory of consumer behavior as the foundation, the market research as a method of college students, the mobile phone's consumer behavior survey analysis, with some look face, analyze the present college students handset consumer behavior of characteristic and influence factors of college students' mobile phone consumption, to determine the direction of the research and development of mobile phones, is producing more consumer welcome of mobile phones, to cell phone related enterprise a reference, for the enterprise in the marketing scheme provides a basis for, improve the effect of the mobile phone market marketing activities.

Key Words: Consumer behavior；Mobile phone；students
 

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