大学生手机消费市场调查报告

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大学生手机消费市场调查

概况

❖调查目标

❖调查时间

❖调查方式

❖调查地点

❖样本情况

❖人员安排

❖调查进度流程

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一、调查目标

近年来，随着手机在校园里的普及，越来越多的手机厂商已把目光投向了大学生

这一巨大的消费群体。本次调查主要对大学生手机需求的调查，全面研究

1、明确大学生手机市场品牌认知度和竞争情况

2、了解大学生中使用手机的品牌的基本情况

3、大学生了解手机信息的渠道以及购机的主要场所

4、了解大学生对现有手机功能及服务的满意度

5、大学生对手机品牌的忠诚度

6、了解大学生对手机的个性需求

7、影响大学生购买手机产品的主要因素

二、调查时间

12月27日~~12月28日

三、调查方式

1、深访调查法：深入学生宿舍进行深访调查

2、访谈法：通过网络语音对网友进行访谈

四、调查地点

省的几所高校（包括中南大学、理工大学、中医药大学、大学、中南林业科技大

学、商学院等等）

五、样本情况

一共印刷了120份问卷，有效问卷105份，在受访者中有男生55人，女生50人，

其一学生29人，大二学生43人，大三学生26人，大四学生7人

六、人员安排

1、冬锦、霖、曾涛三人负责设计调查问卷，婷负责审核修改，

2、每个小组成员负责17份问卷的访问，婷负责监督访问的真实性

3、言亮、琳裕、思、婷四人负责复核以及数据录入，婷负责调查报告，其他成

员协助。

七、调查进度流程

总负责人：婷

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小组成员：言亮、思、琳裕，三人负责二、三部分的撰写

霖、冬锦、曾涛，三人负责四、五部分的撰写

婷负责总体框架以及一、六部分的撰写，最后的定稿。. . .

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目录

1 受访者基本信息分析

1.1受访者性别分布·························································· 1.2受访者年龄分布·························································· 1.3受访者平均每月生活费分布················································ 1.4受访者使用的手机价位分布················································

1.5受访者更换手机的频率分布············································

2 受访者对手机品牌选择及相关认知研究········································· 2.1受访者现有手机品牌的基本情况············································ 2.2受访者对手机品牌的偏好·················································· 2.3受访者对现有手机满意原因分析············································

2.4受访者对手机品牌忠诚度分析··············································

3 受访者对手机个性需求分析··················································· 3.1受访者喜爱的手机功能分析················································ 3.2受访者注重的手机属性····················································· 3.3受访者对现有手机缺点分析·················································

3.4受访者对情侣手机的认同度以及认知分析·····································

4 大学生手机购买行为分析······················································ 4.1受访者了解手机信息的渠道分析············································· 4.2受访者接受的手机价位的分析··············································· 4.3受访者购机场所的分析·····················································

4.5手机促销活动分析·························································

5 受访者对手机服务的分析······················································ 5.1受访者解决手机问题的途径分析············································· 5.2受访者对手机服务的满意度分析············································· 5.3手机服务不足分析························································· 5.4受访者对手机售后服务的要求分析···········································

5.5受访者对手机经销商服务要求分析···········································

6 结论和建议

6.1大学生选择手机品牌考虑的因素············································· 6.11重视质量································································ 6.12注重功能································································

6.13关注价格································································

6.2广告和促销······························································· 6.21广告投放点······························································ 6.22促销：直接降价更有效···················································· 6.3销售渠道································································· 6.4竞争对手分析····························································· 6.5企业所面对的发展机会和威胁分析···········································

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