[硕士论文]3G手机购买偏好的联合分析——基于上海地区大学生的研究.pdf

上海交通大学
硕士学位论文
3G手机购买偏好的联合分析——基于上海地区大学生的研究
姓名:包睿
申请学位级别:硕士
专业:企业管理
指导教师:王毅捷
20100125
摘要
3G 手机购买偏好的联合分析——基于上海地区大学生的研究
摘要
2009 年初 3G 牌照的发放标志着人们期盼已久的 3G 时代真正到来
随着市场上 3G 手机款式的增加对新鲜事物敏感的大学生开始关注这个
市场这给手机生产商带来了新的发展契机如何开发大学生这个极具
潜力的市场成为 3G 生产商不可忽视的一个问题本文应用联合分析法
对大学生 3G 手机的购买偏好进行了研究在大学生 3G 手机市场的潜力
分析需求分析现存市场的缺陷问题的基础上提出了研究大学生这个
消费群体购买偏好的必要性接下来根据所确定的 3G 手机相关属性
通过正交试验得出虚拟产品并设计大学生 3G 手机购买偏好调查问卷
然后在联合分析基本原理的基础上通过对调查问卷获得数据进行整
理并在购买偏好模型的基础上分别从群体和个体结果分析市场细
分和市场占有率等方面进行了详细分析对在大学生市场上可能受欢迎
的产品做出了预测并针对每一类的大学生消费群体提出了相应的产品
经营建议从而为 3G 手机生产企业的新产品开发品牌经营管理价格
策略等各方面的经营提供了有力的决策依据

关键词联合分析法大学生 3G 手机市场全轮廓法消费者偏好
第 I 页
CONJOINT ANALYSIS OF 3G MOBILE PHONE
PURCHASE PREFERENCE-BASED ON THE STUDY OF
UNIVERSITY STUDENTS IN SHANGHAI
ABSTRACT
The issuance of 3G licenses in early 2009 marked arrival of 3G era that
has been long expected by people. With the increasing of 3G mobile phone in
the market, college students who are sensitive to new things begin to pay
attention to this market, which gives mobile phone manufacturers new
development opportunities. How to develop this great potential market is a
problem can not be ignored by 3G manufacturers. This paper utilizes conjoint
analysis method to carry out research on 3G mobile phone purchase
preference of college students. The necessities of studying the consumer
group of college students are given based on the potential volume of 3G
mobile phone market, the demand of 3G phones by college students and the
deficiencies of current market. Then, on the basis of conjoint analysis
principles and data acquired by questionnaires, a detailed analysis is
conducted respectively on group and individual output result, market
segmentation and market share, etc. Besides, a prediction is given to the 3G
phones which have big market share potential in the college students markets.
And product operation mendations are put forward according to each
college student consumer gro