步步高vivo手机市场广告与消费者购买意愿研究

2011年vivo这个品牌开始走进大家的视野，6年来，这个品牌不断为影音爱好者带来惊喜，vivo专注于为年轻消费者创造生产充满年轻活力的产品。从步步高音乐手机到vivo Camera & Music，vivo一次又一次刷新了手机音乐和手机拍照的里程碑。
在这个竞争激烈的市场，每个品牌都想占据一定地位，要想让消费者知道一个品牌，广告宣传是必不可少的。在这个智能的快时代，vivo需要面临的除了良好的发展前景外还有强大的竞争对手们带来的压力。而要提高消费者购买意愿，其广告宣传尤为重要。
本文以研究vivo手机市场广告宣传对vivo消费者购买意愿影响为基础，设计问卷深入了解消费者内心的真实想法，同时使用PEST分析法和SWOT分析法分析了vivo手机市场的内外部环境，运用波特五力模型进行了竞争力分析，参照波特通用矩阵和安索夫矩阵分析其营销策略并结合问卷结果，使用SPSS对问卷数据进行相关性分析和线性回归分析然后得出结论并对vivo的广告宣传提出建议。

关键词：手机广告、购买意愿、市场分析

Research on Market Advertisement and Consumers' Purchase Intention

Abstract: 2011 brand this brand began to enter everyone's vision, 6 years, the brand continues to bring surprises for audio and video enthusiasts, vivo focus on young consumers to create production is full of young and dynamic products. From the backgammon music phone to the vivo Camera & Music, vivo again and again to refresh the mobile phone music and mobile phone milestones.
In this highly competitive market, each brand wants to occupy a certain position。 To let consumers know a brand, advertising is essential. In this smart fast era, vivo needs to face in addition to good prospects for development, there are strong competitors, the pressure brought about by. And to improve the willingness of consumers to buy, its advertising is particularly important.
Based on the influence of the advertising on the mobile phone market, the author designed the questionnaire to understand the real thoughts of the consumers. At the same time, the internal and external environment of the vivo mobile market was analyzed by PEST analysis and SWOT analysis. The results show that the SPSS can be used to analyze the questionnaire data and analyze the linear regression analysis. Then, the results are analyzed and analyzed. Advertising recommendations.

Keywords: mobile advertising, purchase intention, market analysis

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