文献类型：期刊文献

中文题名：北京高校学生手机购买分析

英文题名：Research into The Mobile-phone Market of College and University Students in Beijing

作者：马丽仪[1];赵帅阳[1];朱艳艳[1];项雨婷[1];张煜星[1];朱成会[1]

第一作者：马丽仪

机构：[1]北京联合大学管理学院

第一机构：北京联合大学管理学院

年份：2012

期号：2

起止页码：30-33

中文期刊名：江苏商论

外文期刊名：Jiangsu Commercial Forum

基金：2011年北京市本科生科学研究计划资助

语种：中文

中文关键词：手机市场;市场细分;学生

外文关键词：mobile phone market; students ; market segmentation

摘要：本项目从手机细分的发展现状入手,通过对北京7所高校1300名学生的调查,收集相关数据,运用SPSS统计分析软件对问卷进行分析。综合使用主成分分析、聚类分析、判别分析等分析方法,把北京地区大学生手机市场分成具有明显不同特征的七个细分类型:智能型、便利型、时尚型、新奇娱乐型、小巧简单型、风格简约型和创新实用型,并提出了针对性建议,以帮助企业制定更可行的战略计划。本文的研究对国产手机厂商采用市场策略具有重要参考作用。
This scheme sets its threshold in the with a comprehensive survey among 1300 students current situation of mobile-phone market segmentation along covering 7 colleges and universities in Beijing.Thanks to the SPSS statistical analysis software and the integrated application of principal component analysis,cluster analysis, discriminate analysis and some other scientific methods,mobile-phone markets for university students in Beijing can be divided into seven categories according to their distinct characteristics：the smart ones, the convenient ones,the fashionable ones, the novelty ones,the simple ones,the pragmatic ones and the exquisite ones. Thus,in the hope of giving guidance to enterprises to formulate their more feasible strategic blueprints,with its effective suggestions,this article will have its instructive play in the marketing process of those domestic mobile-phone producers.