基于消费者行为实证分析的H品牌手机营销策略研究

广东工业大学硕士学位论文（工商管理硕士）基于消费者行为实证分析的 H 品牌手机营销策略研究骆桂平二一六年十月十一日分类号： 学校代号：11845UDC： 密级： 学 号：2111408098广东工业大学硕士学位论文（工商管理硕士）基于消费者行为实证分析的 H 品牌手机营销策略研究骆桂平指导教师姓名、职称： 何军红教授 学科(专业)或领域名称： MBA 学 生 所 属 学 院： 管理学院 论 文 答 辩 日 期： A Dissertation Submitted to Guangdong University of Technology for the Degree of Master（Master of Business Administration）The H brand mobile marketing strategy research based on the empirical analysis of consumer behaviorCandidate:Luo Gui PingSupervisor:He Jun HongOct. 2016School of Management Guangdong University of TechnologyGuangzhou, Guangdong, P. R. China, 510006摘要随着我国市场经济和科学技术的快速发展，企业生产技术的进步，各行业产品升级换代的速度远大于消费者需求，特别在 3C 数码产品手机行业里，新产品更新换代的速度更是远远大于消费者的需求，形成了市场供给大于消费者需求的买方市场。现代市场营销观念认为，在影响企业营销策略的诸多因素中，竞争对手与消费者行为最为重要。其理由非常明了，一是商品以满足消费者需求为根本目的；二是一切市场营销策略只有考虑了消费者行为的特征才可能起作用。因此本文以研究 H 品牌手机消费者购买行为为例子，从消费者行为的角度对 H 品牌手机提出相关的企业营销策略，以供我国其他手机厂商企业参考。本文首先针对消费者行为理论的国内外研究成果、消费者手机购买行为等研究进行了系统的梳理和归纳，描述了我国手机行业在 21 世纪互联网+大数据时代下的市场现状。在此基础上，通过引入市场调查问卷的调查数据对消费者购买行为的影响因素进行实证分析，最后从消费者行为的角度对 H 品牌手机的营销提出相关建议。本文研究共六个部分。第一部分为绪论，主要包括研究背景与意义、研究目标与主要研究内容、研究方法与技术路线、写作的难点与创新点。第二部分为文献综述，主要包括国内外学者对消费者行为的研究现状与消费者手机购买行为的研究现状。第三部分为 H 品牌手机发展状况，主要包括 H 品牌手机宏观环境分析、H 品牌手机销量状况、H 品牌手机 SWOT 分析。第四部分为 H 品牌手机消费者购买行为影响因素模型构建及量表预试，主要包括研究假设及理论模型的构建、量表设计。第五部分为正式问卷调查与数据分析，主要包括正式调查实施过程、正式量表的数据分析方法、正式问卷的一般性描述分析、正式量表的信度与效度检验、AMOS 路径分析与研究假设检验等。第六部分为 H 品牌手机营销建议，包括针对实证分析得出结论提出相关影响因素的营销建议。消费者的行为与习惯是随着时代前进的步伐不断变化的，所以在过往的相关研究里有一定的指导意义，但是更多的是需要当下以及以后的学者随着时代的前进同步研究，这样才使得消费者行为的研究更具有时代的意义。本文通过实证分析并利用SPSS 软件和 AMOS 软件对调查数据进行信度、效度、路径分析，从客观、严谨、科学的角度对消费者行为进行深入的研究。通过实证分析为 H 品牌手机提出相关营销建议，在供大于求的手机行业竞争中取得主动优势，提升 H 品牌的市场占有率；同时也I为其他厂商提供相关参考营销建议。关键词：H 品牌手机；消费者行为；营销策略；AMOSIIAbstractWith the rapid development of market economy and science technology in our country, the progress of enterprises production technology, upgrading the industry products are much faster than the consumer demand, especially the mobile phone industry in 3C digital products. The new product replacement rate is far greater than the needs of consumers, the formation of the market supply is greater than the buyers market.The modern marketing concept holds that the most important factors are competitors and consumers among all factors influencing the enterprise marketing strategy. The reason is very clear, one is to meet consumer demand for the fundamental purpose of goods; two is all marketing strategies only consider the characteristics of consumer behavior can play a role. Therefore, this paper to study H brand mobile phone consumer purchase behavior as an example, from the perspective of consumer behavior on the H brand mobile phone company put forward the corresponding corporate marketing strategy, in order to other mobile phone manufacturers in our country for reference.In this paper, first of all, it organized and summarized that the theory of consumer behavior research achievements at home and abroad, consumer mobile phone purchase behavior research. Then it described the market status of Chinese mobile phone industry in twenty-first Century Internet plus the big data era. On this basis, through an analysis of factors affecting the introduction of survey data from market research on consumer purchase behavior, and finally puts forward relevant suggestions on the H brand mobile phone marketing from the perspective of consumer behavior.This paper includes six parts. The first part is the introduction, mainly including research background and significance, research objectives and main research contents, research methods and technical routes, writing difficulties and innovation points. The second part is the literature review, including the domestic and foreign scholars on the research status of consumer behavior and the current situation of mobile phone consumer purchase behavior. The third part is the development situation of H brand mobile phone, including H brand mobile phone macro environment analysis, H brand mobile phone sales status, H brand mobile phone SWOT analysis. The fourth part is the H brand mobile phone consumer IIIbuying behavior influence factors model building and scale pretesting, mainly including the research hypothesis and theoretical model construction, scale design. The fifth part is the analysis of the formal questionnaire survey and data, including the formal investigation process, the formal scale data analysis methods, the formal questionnaire, general description analysis, formal scale reliability and validity analysis, path analysis and hypothesis test of AMOS etc. The sixth part of the H brand mobile phone marketing recommendations, including the empirical analysis of the conclusions drawn from the relevant influencing factors of marketing recommendations.The consumers habits and behaviors along with the pace of the times are changing, so it has certain guiding significance in previous studies. However, more is the need for current and future scholars with the pace of progress of the times to study that makes it more significance. In this paper, through empirical analysis by using SPSS software and AMOS software for the reliability and validity and the path analysis of survey data, to conduct in-depth research on consumer behavior from the objective, rigorous and scientific point of view. Through the empirical analysis and put forward relevant marketing suggestions for the H brand mobile phone company. Then take advantage in the oversupply of the mobile phone industry competition and improve the market share. It also provides related reference suggestions for other manufacturers.Keywords: H brand mobile phone; consumer behavior; marketing strategy; AMOS IV目录摘要 .IAbstract.III目录 .VContents .VIII第一章 绪论 .11.1 研究背景与研究意义 .11.1.1 研究背景 .11.1.2 研究意义 .21.2 研究目标与主要研究内容 .31.2.1 研究目标 .31.2.2 研究内容 .31.3 研究方法与技术路线 .41.3.1 研究方法 .41.3.2 技术路线 .41.4 论文写作难点和主要创新点 .41.4.1 论文写作难点 .41.4.2 主要创新点 .5第二章 文献综述 .62.1 消费者行为的研究 .62.1.1 西方消费者行为研究现状 .62.1.2 中国消费者行为研究现状 .72.2 手机购买行为的研究 .10第三章 H 品牌手机发展状况