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一、全球手机产业及其对外贸易发展概况
从世界范围来看,电信业是全球最具活力和潜力的产业之一。尤其是近年来,移动通信一直是全球电信业的主要收入来源,其发展势头令人瞩目。概括地讲,全球手机产业发展主要表现出如下特点:
1.市场持续向好,发展中国家市场高速增长。从2001年开始,由于受网络经济泡沫破灭、9.11事件以及3G投资决策失误的影响,全球手机产业增长缓慢,2001年当年手机销售量出现负增长,2002年增长率也仅为2.4％,与20世纪90年代后期及2000年高达60％的年平均增长率相比已不可同日而语。
在经历了一段时间的低迷之后,全球手机市场自2002年末开始呈现复苏迹象。2003年,全球手机市场更加活跃,出现大幅增长。根据国际数据公司(IDC)发表的统计报告显示,2003年全球手机销售量为4.18亿部,2004年达到6.74亿部,2005年增长到8.25亿部。据分析,其主要原因是新兴与发展中国家市场的需求增长,同时,手机产品不断更新换代也在成熟市场中明显表现出来,从而形成了持续增长的态势。目前,手机销量增长的势头仍在持续。
应当指出的是,目前全球各个地区的手机普及率,特别是众多发展中国家的手机普及率还非常低。
截至2004年,越南、柬埔寨、尼日利亚等发展中国家手机普及率均在5％以下。然而,我们也从中清楚地看到,尽管发展中国家手机普及率很低,但增长迅速,增长率大都在50％以上,这意味着手机市场还有巨大的发展空间。
2.技术含量不断提高,照相手机、3G手机前景广阔。随着移动通信技术的不断进步,手机已不仅仅是一个对话工具,而是成为一种集话音、数据、图像于一体的多功能个人通信终端。因此,照相手机、3G手机等高技术含量的手机,正在日益受到消费者的青睐。
2005年,照相手机出货量为3.65亿部,同比增长62％。如按全部手机出货量来计算,照相手机普及率达到45％。预计到2009年,照相手机出货量将比2005年增加1.5倍,年出货量达到9.1亿部。同时,3G手机的市场也在迅速扩张。2004年3G手机的出货量只占全球手机出货量的4％。预计,2006年3G手机全球销售量可达1亿部,2008年将增至2亿部。
3.手机市场竞争激烈。2003年前,诺基亚、摩托罗拉、爱立信、西门子、阿尔卡特等手机制造商占全球手机市场的2/3。但是,受到日、韩手机的挑战,两年时间里西门子和阿尔卡特就退出了前五名的位置。现在,全球五大手机制造商――诺基亚、摩托罗拉、三星电子、LG电子和索尼爱立信,占有了全球手机市场75％的份额。
4.产业链垂直化分工日趋明显。一是美国在手机芯片制造领域优势明显。每颗手机芯片的价值约为25美元？50美元,占手机成本的50％？70％,也是手机生产价值链中利润最高的部分。目前,全球手机芯片市场价值在数百亿美元。庞大的市场主要集中在美国,如美国德州仪器和英特尔等公司,同时微软也积极与手机芯片主要供应商结盟,并为手机制造商提供芯片解决方案和参考设计。二是日韩手机产业凭附加功能、外观设计而崛起。日韩路线比较相似,在技术上没有优势,但凭借设计打开了局面。其共同点就是重视用户的需求,重视手机应用内容的开发,还兼具日韩电子产品一贯精巧、周密的特点。目前,日韩的手机从外形上已经超越了欧美手机。所以,现代移动通信技术的发端于欧美,但是在2.5代移动通信,尤其是非语音业务的拓展上最成功的却是日韩。三是韩国和中国成为全球手机的主要制造基地。目前,韩国和中国的手机制造能力已超过全球产量的一半以上。近年来,手机跨国厂商纷纷将生产业务外包给台湾地区及亚洲地区的其他制造商,使这一地区产量迅速增长。
自2002年以来,中国已经成为全球最大的手机生产国,其中2005年手机产量达到3.03亿部,约占当年全球手机产量的36.8％。据业界资料统计表明,韩国制造的手机销量也极为可观,全世界销售的每4部手机中就有1部为韩国制造的。
5.零部件供应问题凸显。由于手机生产商都希望生产出具有最新功能的手机,因此市场对新型零部件需求特别大。可是,许多零部件制造商现有的生产线技术相对落后,只能生产已有的定型产品,无法满足“手机功能多样化”的市场需求。此外,由于一度受到行业萧条的影响,全球半导体产品供应商近年来几乎没有增加投资和扩张产能,因此,随着高科技产业的复苏,需求大于供给的矛盾凸现出来。
二、我国手机产业发展现状及特点
目前,我国手机产业在市场快速发展的拉动下,持续保持了高速增长的势头,不仅独资、合资企业继续保持了较好的市场业绩,国产品牌手机也取得了整体性突破,打破了长期以来外资企业一统国内市场的垄断局面,成为新的经济增长点。
1.我国作为全球手机制造基地的地位进一步巩固。随着我国移动通信运营业的快速发展,手机产业规模继续扩大。2005年,我国的手机产量3.0367亿部,同比增长30％,销售3.0386亿部,同比增长31.9％占全球手机产量的1/3以上,比2004年提高了1.7个百分点。我国作为全球手机制造基地的地位进一步巩固。与此同时,我国手机用户新增5860万户,用户总数达到3.934亿户手机普及率迅速上升,2005年每百人移动电话拥有量为30.3部,比2004年增加4.4部。
2.产品市场格局进一步调整。随着日趋激烈的市场竞争,大部分企业都在积极采取应对措施,不断调整企业营销战略,使我国手机市场格局出现了新一轮的变化。
――外资企业所占市场份额进一步提高。国外品牌手机生产企业凭借其强大的资本和技术优势,在充分掌握国内市场情况后,一方面加快新品推出速度,抢占市场,另一方面在产品上全线出击,全面覆盖高、中、低档产品,并加大了在中低档产品上与国内企业的竞争。2005年,随着部分外资企业市场份额的快速上升,外资企业的市场份额达到了59.4％,比2004年提高了3.9个百分点。其中,诺基亚国内市场份额达到25.8％,比2004年提高了10.8个百分点摩托罗拉国内市场份额达到8.7％三星国内市场份额达到6.9％索爱国内市场份额达到3.3％。仅这四家外资企业的国内市场份额达到44.7％,超过全部国产品牌国内市场份额。
――国内品牌手机企业市场份额继续下降。2005年,国内品牌手机原有竞争优势逐渐丧失,增长乏力。主要原因是在渠道、价格和熟悉本土市场情况等原有竞争优势日渐弱化后,资本、技术等方面的缺陷就成为制约我国国内品牌手机企业进一步发展的主要因素。这主要表现在:产业扩张太快,新款手机上市速度较慢,产品质量问题较多,以及企业利润下降甚至亏损等方面。数据表明,国内品牌手机企业市场份额由2004年年底的44.5％下降到2005年的40.6％。从排名前三家的国内品牌企业看,2003年其内销总量占国内市场份额的31.6％,2004年下降到22.5％,2005年则进一步降至17.5％。
――生产集中度进一步提高。我国手机的产业规模进一步扩大,生产向优势企业集中。2004年前十家企业生产量占全行业的72.9％,销售占72.8％。2005年,生产集中度进一步提高,按同比口径计算,前十家企业的生产和销售分别占全行业的78.7％和78.4％。
3.市场竞争更加激烈。一方面,原材料、能源、劳动力成本上升,另一方面手机结构性和阶段性过剩,导致国内手机市场价格继续走低,企业利润空间不断被压缩。
外商投资企业继续加大对低端市场开拓力度,进一步压缩国产品牌手机的市场空间,使国产手机生产企业承受着更加激烈的市场竞争压力。
4.产品更新加快。随着移动通信新业务的不断推出,手机功能的不断增加、外壳款式不断翻新,促使各生产企业不断推出适应市场需求的新品种,手机更新周期进一步缩短。过去那种靠一款手机吃几年,并赖以使企业摆脱困境的局面已不复存在。
5.我国在3G领域实现技术突破。继TD-SCDMA网络技术标准之后,中星微电子公司研发成功手机芯片“星光移动二号”,该芯片在3G时代的手机音乐、手机动画处理方面取得了突破性进展。东南大学与东大通信公司联合研制的Noah3000手机芯片,通过了包括通话和数据业务传输在内的系统测试,结果表明该芯片各项性能指标均达到了WCDMA国际标准要求。这标志着我国已具备了开发世界移动通信领域三大标准的核心技术能力。
三、我国手机对外贸易基本分析
1.产品进出口高速增长。目前我国手机出口占全球需求量10％以上,手机已成为我国电子信息产品出口的第一大产品。2000年出口2275万部,2005年就达到2.28亿部,同比增长56％,相当于2000年的10倍。同时,手机出口占国内手机总产量的比例持续上升,2000年为43.3％,到2005年增长到75％。按金额计算,2001年我国手机产品(包括手机及其零部件)出口额为52.9亿美元,2005年提高到316.3亿美元,年均增长率达到56.4％。手机产品(包括手机整机及其零部件)在高新技术产品出口总额中的比重一直保持在10％以上,其中,2005年达到了14.5％。手机产品进口,由2001年的22.35亿美元提高到2005年的115.78亿美元,年均增长50.86％。
2.出口市场集中于美国、欧盟和香港,但逐渐呈现多元化态势。进口来源地集中于韩国、日本、中国台湾、香港和新加坡等亚洲国家和地区。
从国别(地区)来看,美国、香港和德国是我国手机出口的前三大市场,2005年分别占我国手机出口总额的26.1％、24.2％和11.6％。法国、荷兰等欧洲国家也是合资企业的主要出口市场。虽然对东南亚和非洲市场的出口规模不大,但增长势头看好,主要是国产品牌手机企业正在积极拓展这些市场。
从进口来源情况看,我国手机产品进口集中在韩国、日本、中国台湾、香港和新加坡等亚洲国家和地区。2005年,我国自这几个国家和地区进口的手机产品分别为35.64亿美元、8.98亿美元、6.52亿美元、4.9亿美元和3.75亿美元,共占我国进口市场的51.64％。
3.出口仍以外资企业为主,但民营企业出口增长迅速。2001年以来,尽管外资企业占比有所下降,但始终占我国手机产品出口总额的95％以上。近年来民营企业手机出口大幅增长,2001至2005年连续四年增幅都在360％以上。2005年,民营企业出口额达到2.7亿美元,是2001年出口额(30.5万美元)的800多倍,年均增长率高达446.2％。
4.出口来源地比较集中。2001年至2006年,我国手机产品出口的来源地主要集中在广东、江苏和京津地区,所占比重一直保持在80％以上。其中,广东省自2003年以来一直位居第一。2005年,广东省手机出口80.5亿美元,同比增长37.8％,占当年我国手机出口总额的25.5％。
5.目前我国手机产业在全球产业链分工当中处于末端,核心技术和关键设备还依赖引进,加工贸易仍是手机出口的主要贸易方式。尽管如此,但我们从2000―2005年的数据中也发现,加工贸易所占比重呈逐年下降趋势,这反映了我国手机出口产品的市场份额增加,技术和结构有所提升,在国际产业链分工格局中的地位在逐步提高。
四、我国手机产业及其对外贸易前景展望
我国手机产业将面临广阔的外部发展空间。一方面,经济全球化趋势深入发展,全球范围内的结构调整步伐加快,发达国家制造能力加速向发展中国家转移,有利于我国更好地参与国际分工与合作。据IDC测算,2006年全球手机市场将增长5％,这将有助于进一步扩大我国手机产品出口。另一方面,2006年我国国民经济将继续保持平稳较快增长的态势,我国城市化进程的加快、居民收入的增加,以及消费结构的升级,均为手机产业的发展提供了良好的市场前景。
就手机行业本身而言,也有诸多有利因素。首先,手机核准制为手机产业的发展带来一次新的机遇与挑战。2005年2月,国家发改委颁布了《移动通信系统及终端投资项目核准的若干规定》政策,标志着我国实行了多年的手机牌照审批制的结束。一些经济实力强、研发能力强的企业进入移动通信领域,一年来共核准新的手机企业20家(不含原手机企业增加品种)。这些企业的进入虽然使得市场竞争更加激烈,但有实力的国内品牌企业的进入也增强了国产品牌手机企业的整体竞争实力。
其次,移动运营业从2G向3G的过渡转移将给国内品牌手机企业带来新的机遇。2006年国家将积极务实地推动第三代移动通信(3G)的发展和3G网络的建设,移动通信产业将迎来一个几年期的高速发展期。同时,3G时代新的游戏规则将发生深刻变化,产业链条上的各环节将更为复杂和多样。终端厂商与移动运营商、设备供应商、内容提供商、金融服务商、无线接入商等.各种群体的联系将更为紧密。作为手机厂商来讲,其核心竞争能力将增加一项重要指标,那就是对相关上下游资源的整合能力,在这方面国产品牌手机将有较大的优势。
此外,手机销售渠道的变革为企业带来新的机遇和挑战。随着3G时代的到来,销售模式将发生深刻变化。中国移动和中国联通为了推广新业务,加强自身在整个产业链中的地位,加强和最终用户的联系,应对未来新进运营商的冲击,将更多介入手机销售领域。伴随着3G牌照的发放,新进移动运营商面临着迅速发展用户的压力,也将采取类似中国联通C网初期的策略,通过终端补贴甚至入网送手机等优惠手段来发展用户。移动运营商的规模采购和捆绑销售将快速演变为一支重要的销售方式。
与此同时,我们也要看到还有一些影响我国手机产业发展及其对外贸易的不利因素,如对“外”依存度较高、目标市场过度集中、企业融资难等。
1.产品出口对“外”依存度较高,制约了我国产业自主开发能力。对“外”依存度较高主要表现在:一是以外资企业为主体的局面一直未得到根本改变。2001年以来,在我国手机产品出口的企业结构分布中,外资企业居主导地位,所占比重始终在95％以上。二是以加工贸易方式为主的局面未得到根本改变。在我国手机出口的贸易方式中,进料加工是主要方式,一般贸易比重过低,加工贸易比重近年来一直保持90％以上。
外资企业与加工贸易方式的结合度不断加深,加剧了加工贸易方式本身所固有的“飞地”的特点。一方面,我国手机产品出口发展更易受到国际市场波动和国际分工变化趋势的影响另一方面,企业以加工贸易方式从国外进口机器设备、原材料,经加工组合出口,形成封闭循环,在一定程度上制约了我国产业自主开发能力,使企业始终处于高中端产品生产过程的外围和低水平技术环节上。从长期来看,这种局面若不改变,将影响到我国手机产品出口的发展后劲。
2.出口市场过度集中,市场风险较大。长期以来,我国手机出口市场主要集中于美、日、欧盟以及香港转口市场部分,由此也导致了市场风险的加大。例如,2001年美国经济增长大幅放慢、电信市场不景气时,我国的出口形势就非常严峻。目前我国手机企业已经意识到这个问题,但对于新兴市场(如南美、中欧、东欧、非洲、亚洲等地)的开拓进展依然缓慢。此外,我国手机产品出口对美国、欧盟等市场的过度依赖,还使企业面临跨国公司在知识产权上的诉讼等诸多不利因素。
3.金融支持体系尚不健全,企业特别是民营企业融资仍面临着许多制约。技术创新所具有的不确定性以及金融机构不具备对创新风险进行评估的能力,使其对企业技术创新活动的资金支撑乏力。更深层的原因主要是我国金融体系还不健全,国有金融机构自身包袱过重,而民间和私人的投资机构稀缺,落后于日益增长的民营企业的需求。因此,融资渠道狭窄在很大程度上影响了新兴企业的成长。
此外,值得注意的是,我国国内品牌手机生产企业仍面临自主创新能力不强、供应链不完善、国际市场开拓能力不强等问题,同样制约着我国手机产业及其对外贸易的持续发展。
因此,我们认为,未来(至少在“十一五”期间)我国手机产业及其对外贸易将继续保持快速发展的势头。预计,2006年全国手机产量将达3.4亿部,比上年增长约12％,其中,出口在2.5亿部左右,比上年增长约10％。
We are 06 news media college classes college students, in order to better understand college students on consumer demand for mobile phones, better service for college students, we have carried out the survey activities. I hope you are out of his busy schedule a little precious time to help us complete the following questionnaire. Thank you for your cooperation!1, sex: A, M B, M
2, your grade? A, freshman B, sophomore C, St. Paul D, a senior
3, your monthly living expenses are? A, 300 yuan B ,300-600 of $ C ,600-800 of $ D ,800-1000 of $ E 1000 or more
4, do you have a phone right now? A do not have B
5, referred to the phone mind you, there's the first brand is?
A Nokia B Motorola C Samsung F Siemens D Sony E Philips H Bird G Haier I Konka Lenovo G LG K Capitel L NEC M other N TCL O
6, What is your favorite mobile phone brand?
A Nokia B Motorola C Samsung F Siemens D Sony E Philips H Bird G Haier I Konka Lenovo G LG K Capitel L NEC M other N TCL O
7, to buy your next cell phone brand is?
A Nokia B Motorola C Samsung F Siemens D Sony E Philips H Bird G Haier I Konka Lenovo G LG K Capitel L NEC M other N TCL O
8, you are using a mobile phone models? A straight B fold rotation C
9 What is your favorite feature is the phone? (Can be selected)
A with MP3, MP4 function of B with C 16 digital camera D32 chord chord chord E 40 other F GPRS G
10, to buy your next mobile phone models? A straight B fold rotation C
11, the mobile phone your favorite style? A straight B fold rotation C
12, do you think cell phones should be divided into male and female mobile phone you? A, is B, not C, do not care
13, do you think the design of mobile phone lovers are necessary? A, there are B, no C, no
14, do you think the best cell phone to see what kind of shell? A, metal B, Leather C, plastic D, other
15, generally how long do you replace a mobile phone?
A one-month B-year D year C only for E with bad-for-F never new that is listed for other G
16, you pay more attention to the requirements of mobile phones, what? () (Can be selected)
A quality B Price C Service D function E configure the appearance of models F and G to expand the health of H Weight I brand G standby time K Color M other L
17, your understanding of the mobile channel for that?
A television network B Newspapers C students D exchange between a friend E campaign fliers F stores G ad (H) Other
18 of your intention to the appropriate price is the number of mobile phone?
A 1000 yuan B 1000-1500C 1500-2000 D2000-2500 E 2500-3000 F3000 over
19, you replace the phone several times? A a B two C three D more than three F-free
20, if you had to replace the phone, you phone the replacement of the main reasons for that?
A look good, the new models B more convenient to use the spending power of C high D status symbol E with others, I would like to have the F尝尝鲜
21, you generally go to buy mobile phones? A mobile C stores supermarkets B, D Unicom network of supermarkets or department stores E
22, you would like to have a special "tailor-made for college students," cell phone right? A, I hope B, do not want to C, does not matter
23, your Nokia phone whether it is satisfied with the quality of service?
A very satisfied with the B was satisfied with the C is not satisfied with the general D is not satisfied with the E
24, you have the following Nokia mobile phones are not satisfied with those services?
A consulting services B Sales and Service C Service D Service E Other complaints
25, you wish cell phone manufacturers to provide what kind of services
A, school maintenance B, students store C, cell phone store
26, your views on how the Nokia ad?
A bad B good D good general C
27, your favorite kind of Nokia phone?
28, your Nokia cell phone comments or suggestions: (the best can add their own point of view)
A cheap price to form B to C to improve the quality of after-sales service to improve the D to improve
------------------------------ Thank you for your participation, I wish you a pleasant day!
Nokia mobile phones market research report
I. The objectives of the survey: To understand the Nokia mobile phone in the situation of university students
In recent years, with mobile phones in the popularity of the campus, a growing number of mobile phone manufacturers set our sights on the campus of this potentially huge market. In order to understand the cell phone in the general situation of university students, the use of effects and consumption, have mobile phone sales in the university and the market prospects, we have decided to survey college students on campus for the first time the mobile phone market research. Nokia brand as a result of the use of a wider campus, so we have done for the brand market research.
Second, the survey target: college students
Third, the survey items: (see Annex - Questionnaire)
Fourth, the investigation period: November 26, 2007 - December 2, 2007
Fifth, the survey Location: Jilin Institute of Modern Media Institute of the Arts, Changchun University of
Sixth, the investigating officers: Li Jing-Wen Yang Anjani Shuai Zhang Zhi stem suspicion晓卉search
Seven, the survey method: a written questionnaire
VIII, the survey methodology:
1. By the investigation team members in consultation questionnaire to determine the form of written documents, I conducted into the electronic version of the questionnaire.
2. To mobilize all members of the investigation team should be widely publicized, there are two main methods of promotion: first, to allow their friends to complete the questionnaire, and the other is to Changchun University graduate students the second questionnaire.
3. The investigation is completed, by all group members on an analysis of survey data
4. To write research reports
9, statistical analysis of survey data:
The survey and a total of 40 participants completed the questionnaire, from eight colleges and universities in Changchun City, the effective recovery rate of 98%, and friends participate in the investigation of high randomness, gender composition was basically the same, of which women account for 53.3% male ratio is 46.6%,
The college ensures that the phone has a certain universal significance of research. We aimed at college students have mobile phones and demand conditions, the students requested an analysis of the use of mobile phones, mobile phone tribe students in dynamic analysis of the consumer, the consumer group of students motivated mobile analysis, mobile group of students established the goal of five aspects of analysis of statistical data and analysis.
1. University students have mobile phones and demand conditions:
Survey data show that the respondents have 100% of students have cell phones, while 16% of students will replace the phone in the near future. As can be seen from these data: With the improvement of living standards of people, cell phone in the university is no longer a novelty, and have begun to popularize the. Students in the cell phone market has become a consumer group that can not be ignored.
2. Students requested an analysis of the use of mobile phones
① most important quality
Choice of mobile phone consumers the main factors to consider are: the quality of 21%, 19% appearance, 18% of price, features 18 percent, 11 percent brand, 9% of after-sales service, advertising 2%, other 2% is also . Among them, the consumers the highest quality, mobile communication tool is the day-to-day, if poor quality, will give consumers a great deal of inconvenience.
In addition, the appearance of some consumer demand for high style, has introduced a new mobile phone manufacturers cater to a large extent, their tastes, as young college students. With the improvement of living standards, as well as the age held the decline in mobile phones, consumer price sensitivity will be reduced, while the appearance of demanding style.
② middle and low product more popular
The price of the phone survey, we found that consumers tend to 1000-1500 yuan price, the proportion is as high as 44.5%. In addition, 29 percent of consumers said they would choose to 1,000 yuan phone. Of course, there are some consumers to buy higher-priced handsets, including the election of 1500-2000 yuan accounted for 15 percent of consumers, more than 2,000 yuan accounted for 12%.
③ purchase a higher concentration of sites
Place for consumers to buy mobile phones found that the location of mobile phone consumers to buy more concentrated, and large supermarkets in the phone store and brand, the rates were 56% and 38%, other 6.5% only. Cell phones are high-tech products, consumers find it hard to understand whether its performance has improved, the quality is reliable, they can do to sales of credit and expertise as a criterion, and the mobile phone brand stores supermarkets or the quality of the sales staff is relatively high, thus easy to win the trust of consumers. In addition the phone's price advantage supermarkets students and friends also an important factor to consider.
④ the complexity of mobile phone brands
In this investigation, I found that the use of Nokia's largest, accounting for 46.25%, other 15.00%, such as Motorola, Ericsson 6.25%, Siemens 6.25%, 13.75%, Samsung, Philips 5.00 percent, 7.50 percent were other.
3. Student mobile phone tribe analysis of consumer motivation
After the learning process of a clear consumer demand for its consumer power intensive, the students gradually formed a mobile phone tribe to buy a specific motive. Consumption of mobile phone tribe student motivation can be divided into the following four:
First. Truth-seeking motives to buy. According to the survey indicated that students in the purchase of mobile phone consumers, the most or focus on quality and practical function: 39% of respondents said that the ease of use and durability is the most importantIn addition, there are those who think that 9 percent of after-sale phone quality of service is critical. The formation of the reasons that motivated the purchase, in addition to the consumption of their most basic needs: the need for work associated with their effects, to a large extent is also affected by the extent of their greater dependence of consumption and their own lack of experience, such as the purchasing power of the weak factors.
II. New purchase motivation. Consumers to buy mobile phones of students, most respondents think that the premise of quality assurance, first of all, consider the mobile phone designs, such as shape, size, thickness, materials, colors and so on. At the same time, 61% of students want to have to "tailor-made cell phones college students." Second, consider the phone's internal functions, such as whether to support the Chinese character input, whether to support the WAP, voice dial support, whether with hands-free functions. And the majority of respondents were clear that the purchase would give priority to quality, the design of lightweight, fashionable, stylish colors, functional cell phone够炫. This group of students to buy mobile phones have a motivated, with the students a special consumer spending are inseparable. As students of members of consumer groups which are in 18-23 years old, thinking that life in the most active and changeable gold adolescence, warm, open, unrestrained, free and frank character of modern society greatly improved living conditions, science and technology the rapid development of various concepts, the surging trend of thought, given their strong spirit of adventurous spirit and practice, for new things, new concepts of attention and learning, they gradually formed a novelty, difference of the consumer psychology, which a direct impact on consumer psychology and novelty of their motivation to buy the produce.
III. For the purchase of motivation will be. According to the students in front of family analysis of cell phone and learned that most students buy the real purpose of the phone is convenient with their families, friends, contact the employing units. For the purchase of mobile phone contact with their families for this purpose, according to surveys, most students have mobile phone tribe's parents hold a positive attitude and this attitude of students motivated to buy mobile phones have a family has a direct role in promoting. In addition, there are some college students approaching graduation pass any recruitment information for fear of pressure, but also promoted the emergence of such a motivation to buy.
IV. For the purchase of motivation Lian. Most students can afford mobile phone tribe prices between 1000-1500 yuan. In other words, they need the middle of the phone. In general, the motivation and the emergence of China's overall national strength is not strong, the low per capita consumption levels are closely linked. This has constrained the current economic situation is still in direct dependence of consumer mobile phone tribe stage students of spending power, resulting in the selection of their mobile phone when the eyes are usually on the low-price models. In addition, in order to achieve the purpose of economical and practical, they often choose to rent or rent-free lower recharge cards to use. It is noteworthy that such a motive for the purchase of cheaper is not always the pursuit of low prices in order to save money for the purpose, more often as long as the price of mobile phone tribe reached the hearts of students of "reasonableness" of low-cost, the motivation arises .
Under normal circumstances, students in this group of four mobile phone consumer is not an independent existence of the motive, but intertwined together to promote their further occurrence of consumer behavior. In fact, for consumers, consumer motivation as it is meant that the means of consumption, consumer spending goals a series of psychological and consumer behavior, this group of students for mobile phones is no exception. Therefore, students in four mobile phone tribe intertwined in the development of consumer motivation, the following combination of motivated action in the hope that the result will be the development of a series of consumer motivation to meet goals, and ultimately make purchase decisions.
4. Marketing recommendations: From the above analysis, we should clearly see the students is really a consumer of the consumer groups can not be ignored, and as time goes by, this particular consumer groups increasingly showing its huge consumption potential . Therefore, to enhance their attention and to intensify the development of this new market, for all major mobile phone manufacturers out of their plight, to break the bottleneck, it will play a positive role in promoting. In this connection, we have put forward several proposals for reference marketing:
First. Continue to middle and low phone line, designed for students of consumer development, design functionality is not very wide, but consumer groups have some students prefer the basic functions and styles, shapes, colors and so on mobile phones to attract students, which students grasp the consumer is very good way.
II. Handset vendors for example, the choice at the point of sale, mainly on the phone from the mobile phone close to shopping schools and shops on its own brand salesin the promotion, the selection of students presented a gift like mannerin pricing, select the middle and low price.
III. The brand's advertising agency, the emphasis on the brand and to play down the emotional factor in the function of the difference between brand factors and dynamic young star's image as its spokesperson to give the cell phone is full of youthful vitality, and positive brand特征.
IV. In the advertising channels, it is necessary to strive to ensure wide dissemination of the whole surface. Special attention should be paid, with the network development, especially in college, the popularity of the Internet has started, and the publicity channels can not be overlooked.
Fifth. In the sales channels of competition, manufacturers and retailers should seek to "back-to-back" of the strategic partnership. Strong grasp of the big dealers, to give favorable support to the combat effectiveness to a level, on this basis, the budget will be distributed to retailers in particular, put the focus point of the phone monopoly and let the implementation of various strategies and to encourage measures to enhance the cohesion of manufacturers and retailers in order to retailers to manufacturers to promote products.
5. Conclusion: Overall, this survey was a success, reaching the desired objective. More comprehensive study of the effects of mobile phone consumption factors of university students. However, not enough depth, especially the theoretical support is not enough. I would like to present investigation for future research under the bedding.
这是楼上提供得中文我用google翻译得。。呵呵你要加分就给他加吧。。。。
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