Contents
Abstract (Chinese) ..................................................................................................................... I Abstract .................................................................................................................................. III Contents (Chinese) .................................................................................................................. V Contents ............................................................................................................................... VIII Chapter I Introduction .............................................................................................................. 1
1.1 Research background and significance ...................................................................... 1
1.1.1 Research background ...................................................................................... 1 1.1.2 Research significance ...................................................................................... 2 1.2 Research objectives and main contents ...................................................................... 3
1.2.1 Research objectives ......................................................................................... 3 1.2.2 Main contents .................................................................................................. 3 1.3 Research method and technical route ......................................................................... 4
1.3.1 Research method ............................................................................................. 4 1.3.2 Technical route ................................................................................................ 4 1.4 Essay writing difficulties and main innovation points ............................................... 4
1.4.1 Essay writing difficulties ................................................................................. 4 1.4.2 Main innovation points .................................................................................... 5
Chapter II Literature review .................................................................................................. 6
2.1 Consumer behavior research ...................................................................................... 6
2.1.1 Research status abroad .................................................................................... 6 2.1.2 Research status at home ................................................................................ 7 2.2 Mobile phone purchase behavior research ................................................................. 9 Chapter III H brand mobile phone development situation ..................................................... 13
3.1 H brand mobile phone macro environment analysis ................................................ 13
3.1.1 Political legal environment ............................................................................ 13 3.1.2 Economic environment.................................................................................. 14 3.1.3 Social cultural environment........................................................................... 14 3.1.4 Technical environment .................................................................................. 15 3.2 H brand mobile phone market competition status .................................................... 16
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3.3 H brand mobile phone SWOT analysis .................................................................... 18
3.3.1 Strengths analysis .......................................................................................... 18 3.3.2 Weaknesses analysis...................................................................................... 18 3.3.3 Opportunities analysis ................................................................................... 19 3.3.4 Threats analysis ............................................................................................. 19
Chapter IV H brand mobile phone consumer buying behavior influence factor model building and scale pretesting .................................................................................................. 20
4.1 Research hypothesis and theoretical model of building ....................................... 20
4.1.1 Ideas of theoretical model construction ......................................................... 20 4.1.2 Relationship of the theory model between the research variables ................ 20 4.1.3 Construction of theoretical model ................................................................. 23 4.2 Scale design .............................................................................................................. 24
4.2.1 Design process ............................................................................................... 24 4.2.2 Pretesting scale .............................................................................................. 24 4.3 Pretesting scale survey and analysis process ............................................................ 26 Chapter V Formal questionnaire and data analysis ................................................................ 32
5.1 Formal investigation process .................................................................................... 32
5.1.1 Sampling object and method ......................................................................... 32 5.1.2 Implementation of investigation and monitoring .......................................... 32 5.2 Formal questionnaire data analysis method ............................................................. 32
5.2.1 Descriptive statistical analysis....................................................................... 32 5.2.2 Reliability analysis ........................................................................................ 32 5.2.3 Validity analysis ............................................................................................ 32 5.2.4 Structural equation model analysis................................................................ 32 5.3 General description of the formal questionnaire analysis ........................................ 33 5.4 Reliability and validity analysis of the formal scale ................................................ 34
5.4.1 Reliability analysis ........................................................................................ 34 5.4.2 Confirmatory factor analysis ......................................................................... 34 5.5 AMOS path analysis and the research hypothesis test ............................................. 43
5.5.1 Purchase intention structure model construction........................................... 44
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5.5.2 Significant evaluation of path coefficient and load coefficient ..................... 44 5.5.3 Model fixing .................................................................................................. 45 5.5.4 Model fitting .................................................................................................. 46 5.5.5 Model relationship analysis ........................................................................... 46 5.5.6 Model test conclusion .................................................................................... 47
Chapter VI H brand mobile phone marketing advice.......................................................... 50
6.1 The enterprise marketing strategy based on brand loyalty ....................................... 50 6.2 The enterprise marketing strategy based on brand awareness ............................... 50 6.3 The enterprise marketing strategy based on product quality .................................... 51 6.4 The enterprise marketing strategy based on product price ....................................... 52 6.5 The enterprise marketing strategy based on marketing channel .............................. 52 Conclusion .............................................................................................................................. 54 Reference ................................................................................................................................ 56 Dissertation original statement ............................................................................................... 60 The dissertation use copyright authorization statement ......................................................... 60 Thank you ............................................................................................................................... 61 The appendix (questionnaire) ................................................................................................. 62
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第一章 绪论 第一章 绪论
1.1 研究背景与研究意义
1.1.1 研究背景
随着我国经济持续稳定增长和人民生活水平的不断提高,智能手机已成为人们必备的移动智能设备通讯工具。根据市场研究公司IDC公布的最新报告称，2015年很可能是智能手机出货量取得两位数增长的最后一年。这一年中，全球智能手机出货量达14.4亿部，同比增长10.4%。
[1]
IDC预测，2016年全球智能手机出货量将达15亿部，同比增长5.7%；在IDC做出预测的时间段里，智能手机出货量均呈现出同比个位数增长的发展趋势，到2020年出货量预计将达19.2亿部。同时，这个市场将继续朝着低端产品的方向发生转变，预计2016年总体市场平均售价将为295美元，到2020年则将下降至237美元。具体数据如下表1-1：
表1-1 关于手机出货量的IDC预测[2]
Worldwide Smart phone Forecast by OS-Shipments，Market Share， Year-Over-Year Growth，and 5-Year CAGR(shipments In millions) Region
2016 Shipment Volumes
Android IOS
Windows Phone Others Total
1,254.6 231.2 23.8 9.5 1,519.0
2016 Market Share 82.6% 15.2% 1.6% 0.6% 100.0%
2016 YoY Growth 7.6% -0.1% -18.5% -15.1% 5.7%
2020 Shipment Volumes 1,624.4 269.0 17.8 9.2 1，920.4
2020 Market Share 84.6% 14.0% 0.9% 0.5% 100.0%
2020 YoY Growth 4.6% 3.2% -5.7% 4.8% 4.3%
6.9% 3.0% -9.4% -3.9% 6.0% 5 year CAGR
Source: IDC Worldwide Quarterly Mobile Phone Tracker, March 3,2016
综观2015年中国手机市场，全年销量4.38亿部左右，同比增长仅3%，但总体来看，我国智能机市场已经进入高度饱和的状态，市场增量几乎都依靠换机市场来拉动。
[3]
根据市场调研公司Strategy Analytics的调查 ，2016年第一季度中国智能手机的出
货量约1.049亿部，与去年同期相比的1.098亿部下降了5%。
1
广东工业大学硕士学位论文 Strategy Analytics公司主管Linda Sui说“由于市场饱和、库存增加和经济逆行，中国智能手机的增长速度正在放缓，但中国仍是世界上最大的智能手机市场。”
[4]
根据市场研究机构赛诺(Sino)最新公布的数据，2015年中国智能手机企业国内出货量前十位分别是：H品牌（13.6%）、苹果（11%）、小米（10%）、三星（7.7%）、OPPO（7.4%）、VIVO（7.3%）、联想（6.9%）、魅族（4.3%）、酷派（4.3%）、金立（2.6%）。相比较之前的国产手机代表厂商中兴、H品牌、酷派和联想四个品牌，除H品牌攀升至13.6%之外，联想、酷派、中兴的份额均大幅度下降，并且已退出了第一阵营，国产手机格局重塑，与新兴厂商的崛起相关。“华欧维米”总体市场份额达到38.8%，国产四强格局由过去的“中华酷联”已经变更为“华欧维米”。
[5]
在2015年，我国智能手机行业的重大变化就是各厂商不再极力拥抱线上渠道，从2014年Q4与2015年Q1线上渠道下降22.6%，而同期线下渠道却增加76%。造成这一情况的主要原因是，线上营销成本逐步增加，电商渠道红利已经结束。
目前线上增速放缓的原因在于，最近两年我国互联网营销已经被玩坏，成为各厂商的共识，线上电商渠道各厂商都在玩，已经构不成核心竞争力，智能手机从增量步入到存量阶段，用户购机注重品牌影响力，在技术、产品、品牌效力与供应链、渠道等方面缺乏掌控力的厂商必然会过得非常艰难。而线下渠道增长的原因在于，消费者的认知逐渐成熟，需求更加明确，线下渠道的产品体验成为购买的重要驱动力。未来运营商、公开渠道、线上三大渠道走向“融合”或将是大势所趋。
然而，大多数传统手机厂商企业却对消费者的手机购买行为以及影响因素缺乏深度了解，特别是在21世纪互联网+大数据时代，消费者对3C数码产品信息掌握得越来越多，手机行业价格越来越透明，消费行为和习惯的不断变化，这对大多数传统手机厂商企业的生存与发展提出了新的要求。
1.1.2 研究意义
消费者行为研究在国外已经有一段很长的历史，研究消费者行为的学者们，分别从经济学、行为学、社会学等多个领域对消费者行为进行了深入的研究，并且取得了许多有价值的研究成果。
但是基于我国的市场化程度、消费者观念、消费文化、消费习惯、市场环境、生活方式等方面均与国外存在差异，特别是在21世纪互联网+大数据时代，消费者行为的变化更是把消费者行为研究提升到了更高的要求，尤其是在供大于求的手机行业。
因此国外的研究成果，虽有一定的参考意义，但并不完全适用。同时我国学者对
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