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从消费者购买决策过程角度分析游戏类付费移动应用程序在中国大学生市场的低销量的影响因素


类型:案例|13000字, 类别:原创|SPSS系数440, MBA附件:开题报告|文献综述

【摘要】

从消费者购买决策过程角度分析游戏类付费移动应用程序在中国大学生市场的低销量的影响因素

摘要
这是一份研究中国大学生购买移动游戏应用的决策过程中影响因素的报告。本报告从消费者的角度具体分析得出了造成付费游戏应用在中国大学生市场低销量的原因,为众多软件开发者指出了其付费游戏应用的不足之处。
本报告采用了菲利普·科特勒的消费者行为模型,主要通过三个部分的影响因素对消费者决策进行了分析,三部分分别是:外部刺激、消费者特性以及消费者心理过程。
通过分发、回收、分析以中国大学生为对象的调查问卷以及采集多份权威商务报告中的信息,报告将真实数据注入了分析模型,赋予了其实际内容和意义。
通过分析我们发现,环境因素、消费者特性和消费者心理是在问题识别阶段主要影响因素。在信息搜索阶段和方案评估阶段,消费者特性是主要影响因素。而在购买行为阶段,环境因素和消费者特性发挥着主导作用。
最后,本文为企业处理这些问题提供了解决方案。首先,尤其是对那些此前并无购买记录的学生来说,公司可以通过提供折扣来吸引他们。第二,企业应该调整自己的推广方向,着重在第三方应用商店和网上公共平台的推广,以吸引更多的人气。第三,企业应将其营销焦点集中在中国富裕地区,或针对学生群体整体让利。最后,企业应该寻求创新的盈利模式,而不是通过消费者直接付款达成盈利目的。

关键词:消费者行为模型,低销量,付费游戏应用,中国大学生
An Analytic Report of Influential Factors in Buyer’s Purchase Decision Process that Contribute to the Low Sales of Paid Mobile Games in Chinese College Students’ Market
Abstract
This is a analytic report in description of factors that influence Chinese college students’ buying decision process when purchasing mobile game. It concluded factors that are effective during college students’ purchasing and offers practical suggestions for many software developers.
The report adopts Phillip Kotler's Consumer Behaviour Model, which segments influential factors into three major perspectives — Environmental Stimuli, Consumer Characteristics and Consumer Key Psychological Processes.
With a questionnaire survey towards Chinese college students and statistical results of other reports, the structure of the article has been furnished with actual contents and figures.
Through analysis, we found that environmental stimuli, consumer characteristics and consumer psychology are the major forces in problem recognition stage, and consumer characteristics are effective during the phase of information searching and alternative evaluation. While in purchase behaviour, environmental factors and consumer characteristics are playing the dominating role.
At last, the article has provided solutions for companies to deal with these problems. Firstly, companies can offer discounts to attract college students, especially for those who have no previous payment history. Then, companies should reorient their promotion towards third party app stores and online public platforms in order to draw more popularity. Thirdly, companies should target their promotion at wealthier regions in China or offer lower price for the entire student community. Finally, companies should seek to develop new approaches and business models other than making profits by direct payment from buyers.

Key words:   consumer behaviour model, low sales, paid mobile games apps, Chinese college students

 

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