中國手機市場的細分研究

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中國手機市場的細分研究

 

Author: 盧雷
Lu, Lei
Title: 中國手機市場的細分研究
Zhongguo shou ji shi chang de xi fen yan jiu
Segmentation of China mobile phone market : an impirical analysis
Degree: D.B.A.
Year: 2005
Subject: Hong Kong Polytechnic University -- Dissertations.
Cellular telephones -- China.
Cellular telephone systems -- Marketing -- China.
Department: Graduate School of Business
Pages: xii, 118 leaves : charts ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b1986346
URI: http://theses.lib.polyu.edu.hk/handle/200/949
Abstract: With the development of China mobile communication service market, the mobile phone manufacturing industry also gains rapid growth. As many manufacturers enters this market, the competition is becoming more and more fierce. This requires the mobile phone manufacturers supply customized products to their target customers, together with objective marketing strategies. In order to do this, as the first stage, segmenting the mobile phone market and comprehensively describing the characteristics of the segments is critical to build the marketing foundation. This paper applies cluster analysis methodology to segment the mobile phone market according to the customer characteristics and the mobile phone features as well. As the first step, In order to better understand the customer preference, we conduct market survey on China mobile phone market based on the designed theoretical model and conceptual framework. We then quantified the market survey results for the next step market segmentation. After gathered the data, we use the characterictics statements to conduct factor analysis. The factors which have high impact to market segmentation are summaried as following five ones: fashion; technology; working time management; personal life; life stability. Third, based on above factors, we conduct cluster analysis to segment China mobile phone market. The overall China mobile phone market is divided into five segments: fashion lovers; followers; technology lover; mature users and efficiency lovers. Then the characteristics of the segments are profiled, including their demographic characteristics, life attitude/belief, key demanding, owning product features, etc. We also compared the segments to know the key characteristics difference and the demanding difference among the five segments. Finally we identify key buying factors of the five segments. We find technology lovers concern more about the mobile phone price than the fashion lovers, which is the most insensitive to price; Though without significant difference on branding, efficiency lovers has the highest score on brand concern, while technology lovers has the lowest score; Fashion lovers significantly care about the design than technology lovers; In terms of functions, fashion lovers has highest requirements while followers has the lowest requirements. This paper is an empirical analysis with statistic methodologies including factor analysis, cluster analysis, T-test, K-square test, ANOVA test, etc. We use factor analysis and cluster analysis to segment the market, and T-test, K-square test, ANOVA to compare the segments to find if there is significant difference among the segments. This paper will benefit the mobile phone manufacturers in terms of their product design and marketing strategy. By the way, as a typical case of market segmentation, the methodology used in this paper can also be as a reference to other market research and segmentation.

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