【正文】 5 17 215結(jié)論及建議 22 22 22 22，容易形成再次消費(fèi) 22 22 22 22 22 22參考文獻(xiàn) 24附錄 24致謝 251引言作為全球市場容量最大、最有潛力的中國市場，國產(chǎn)品牌手機(jī)與外資品牌手機(jī)的爭奪戰(zhàn)也愈演愈烈。本文以消費(fèi)者行為學(xué)理論為基礎(chǔ)，以市場調(diào)研為方法，對大學(xué)生的手機(jī)消費(fèi)行為進(jìn)行分析，以點(diǎn)窺面，剖析目前大學(xué)生手機(jī)消費(fèi)行為的特點(diǎn)，給手機(jī)相關(guān)企業(yè)一個(gè)參考，為各企業(yè)在營銷方案的制定上提供一個(gè)依據(jù)，提高市場營銷活動(dòng)的效果。大學(xué)生這一特殊消費(fèi)群體無論是從數(shù)量上還是購買力上正受到越來越多的廠商的關(guān)注，大學(xué)生已經(jīng)成為手機(jī)消費(fèi)市場上一個(gè)不可忽視的重要群體，了解大學(xué)生的手機(jī)消費(fèi)行為對于占領(lǐng)大學(xué)生手機(jī)市場份額有重要的意義。而同時(shí)我國高等教育也正快速發(fā)展，2009年在校大學(xué)生人數(shù)是我國相同年齡段人口數(shù)的1/5，人數(shù)有2700萬左右，而高校的擴(kuò)招還在繼續(xù)。摘 要隨著中國手機(jī)市場的飛速發(fā)展，國內(nèi)外手機(jī)制造商之間的競爭日趨加劇。對于這些手機(jī)制造商而言，目前面臨的一個(gè)重要問題就是如何及時(shí)滿足消費(fèi)者需求以提高市場占有率，如何樹立良好的品牌形象以獲取可持續(xù)性競爭優(yōu)勢。到2010年，中國大學(xué)生人數(shù)將穩(wěn)步達(dá)到3000萬。同時(shí)，大學(xué)生群體在一定程度上代表未來手機(jī)消費(fèi)的主流趨勢，把握住大學(xué)生的消費(fèi)行為偏好，也就在一定程度上把握了未來手機(jī)的消費(fèi)趨勢，對于各相關(guān)企業(yè)的戰(zhàn)略制定也有一定的指導(dǎo)意義。關(guān)鍵詞：消費(fèi)者行為；手機(jī)；大學(xué)生AbstractWith the rapid development of cell phone markets in China, the petition among cell phone producers home and abroad bees 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 petitive advantage. At the same time, higher education in our country is developing rapidly as well. In 2009, the number of college students on campus is 1/5 of total number of their peers in our country, that is, about 27,000,000. And the college expansion continues. Up to 2010, the number of college students will be steadily added to 30,000,000. Whether from the number or from the purchasing power, college studentsthis special consumer group are gaining concern from more and more producers. College students have bee an important group that should not be neglected in the cell phone consumer market, 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. This paper is based on Consumer Behavior Theory. It adopts market investigation and study as its methodology, analyzing the cell phone consuming behaviors of the college students from Henan University. From the perspective of use the experience of a selected spot to promote the work in the entire area, this papers aims to analyze the features of college students’ cell phone consuming behaviors, giving the relative cell phone enterprises a reference. This will provide a foundation for the making of marketing program of these enterprises to improve the effect of their marketing activities.Key Words: Consumer behavior, Mobile phones, students目錄1引言 52 緒論 6 研究背景及研究意義 6 中國手機(jī)市場的發(fā)展及現(xiàn)狀 6 中國大學(xué)生消費(fèi)市場的現(xiàn)狀 8。在這種大背景下，無收入、無職業(yè)卻擁有無窮消費(fèi)潛力的特殊消費(fèi)群體——學(xué)生手機(jī)族，已經(jīng)成為手機(jī)消費(fèi)市場中一支不容忽視的生力軍。那么手機(jī)廠商到底該采取什么樣的策略才能在學(xué)生手機(jī)市場上叱咤風(fēng)云呢？本文從消費(fèi)者行為學(xué)的角度，通過對大學(xué)生的調(diào)查分析，來探尋這個(gè)問題。2 緒論 研究背景及研究意義 中國手機(jī)市場的發(fā)展及現(xiàn)狀 20多年來，中國手機(jī)產(chǎn)業(yè)發(fā)生了翻天覆地的變化，從無到有，有小到大，從引進(jìn)消化吸收到自主創(chuàng)新，從國外品牌市場一統(tǒng)天下到國產(chǎn)手機(jī)的發(fā)展壯大，中國手機(jī)產(chǎn)業(yè)與市場發(fā)展波瀾壯闊。中華人民共和國工業(yè)和信息化部而根據(jù)ZDC對2008—2009年的中國手機(jī)用戶調(diào)查結(jié)果顯示，男女性手機(jī)用戶分布比例懸殊不大，但手機(jī)用戶年輕化較為突出，30歲以內(nèi)的用戶占據(jù)了八成以上的比例，占據(jù)了手機(jī)用戶的絕對主流地位，%。（見圖22） 而目前，智能手機(jī)、音樂手機(jī)、拍照手機(jī)、GPS手機(jī)、觸摸屏手機(jī)、3G手機(jī)各種類型的手機(jī)充斥著市場，而各大手機(jī)制造商也力爭在一個(gè)手機(jī)上