Abstract
With 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 buyer's 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
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buying 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
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目录
摘要 .................................................................... I Abstract ............................................................... III 目录 .................................................................... V Contents .............................................................. VIII 第一章 绪论 ............................................................ 1
1.1 研究背景与研究意义 .............................................. 1
1.1.1 研究背景 .................................................. 1 1.1.2 研究意义 .................................................. 2 1.2 研究目标与主要研究内容 .......................................... 3
1.2.1 研究目标 .................................................. 3 1.2.2 研究内容 .................................................. 3 1.3 研究方法与技术路线 .............................................. 4
1.3.1 研究方法 .................................................. 4 1.3.2 技术路线 .................................................. 4 1.4 论文写作难点和主要创新点 ........................................ 4
1.4.1 论文写作难点 .............................................. 4 1.4.2 主要创新点 ................................................ 5
第二章 文献综述 ........................................................ 6
2.1 消费者行为的研究 ................................................ 6
2.1.1 西方消费者行为研究现状 .................................... 6 2.1.2 中国消费者行为研究现状 .................................... 7 2.2 手机购买行为的研究 .............................................. 9 第三章 H品牌手机发展状况 .............................................. 13
3.1 H品牌手机宏观环境分析 .......................................... 13
3.1.1 政治法律环境 ............................................. 13 3.1.2 经济环境 ................................................. 14 3.1.3 社会文化环境 ............................................. 14 3.1.4 技术环境 ................................................. 15
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3.2 H品牌手机市场竞争状况 .......................................... 16 3.3 H品牌手机SWOT分析 ............................................. 18
3.3.1 H品牌手机优势分析 ........................................ 18 3.3.2 H品牌手机劣势分析 ........................................ 18 3.3.3 H品牌手机机会分析 ........................................ 19 3.3.4 H品牌手机威胁分析 ........................................ 19
第四章 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 .............. 20
4.1 研究假设及理论模型的构建 ....................................... 20
4.1.1 理论模型的构建思路 ....................................... 20 4.1.2 理论模型各研究变量间的关系 ............................... 20 4.1.3 理论模型的构建 ........................................... 23 4.2 量表设计 ....................................................... 24
4.2.1 设计过程 ................................................. 24 4.2.2 预试量表的内容 ........................................... 24 4.3 预试量表调研及分析过程 ......................................... 26 第五章 正式问卷调查与数据分析 ......................................... 32
5.1 正式调查实施过程 ............................................... 32
5.1.1 抽样对象与方法 ........................................... 32 5.1.2 调研的实施与监控 ......................................... 32 5.2 正式问卷的数据分析方法 ......................................... 32
5.2.1 描述性统计分析 ........................................... 32 5.2.2 信度分析 ................................................. 32 5.2.3 效度分析（验证性因子分析） ............................... 32 5.2.4 结构方程模型分析 ......................................... 32 5.3 正式问卷的一般性描述分析 ....................................... 33 5.4 正式量表的信度与效度检验 ....................................... 34
5.4.1 信度分析 ................................................. 34 5.4.2 验证性因子分析 ........................................... 34 5.5 AMOS路径分析与研究假设检验 ..................................... 43
5.5.1 购买意愿结构模型构建 ..................................... 44
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5.5.2 对路径系数和载荷系数的显著性评价 ......................... 44 5.5.3 模型修正 ................................................. 45 5.5.4 模型拟合 ................................................. 46 5.5.5 模型关系分析 ............................................. 46 5.5.6 模型检验结论 ............................................. 47
第六章 H品牌手机营销建议 .............................................. 50
6.1 基于品牌忠诚度的企业营销策略 ................................... 50 6.2 基于品牌知名度的企业营销策略 ................................... 50 6.3 基于产品质量的企业营销策略 ..................................... 51 6.4 基于产品价格的企业营销策略 ..................................... 52 6.5 基于销售渠道的企业营销策略 ..................................... 52 结论 ................................................................... 54 参考文献 ............................................................... 56 学位论文独创性声明 ..................................................... 60 学位论文版权使用授权声明 ............................................... 60 致谢 ................................................................... 61 附录（调查问卷） ....................................................... 62
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