中国3G手机消费者的多维度细分研究

北京邮电大学学报(社会科学版) ›› 2011, Vol. 13 ›› Issue (5): 66-74.

中国3G手机消费者的多维度细分研究

（1北京邮电大学经济管理学院，北京100876；2中国电信集团移动终端管理中心，北京100032）

收稿日期:2011-06-22 出版日期:2011-10-30 发布日期:2023-03-27

Multi-dimensional Segmentation of 3G Mobile Phone Consumers in China

(1. School of Economics and Management, Beijing University of Posts and Telecommunications,
Beijing 100876, China; 2 Mobile Terminal Management Center, China Telecommunications Corporation,
Beijing 100032, China)

Received:2011-06-22 Online:2011-10-30 Published:2023-03-27

摘要/Abstract

摘要：

针对中国消费者的心理需求，结合3G智能手机的新特征，从生活方式和价值观、需求和购买动机两个维度构建了中国3G手机消费者的市场细分模型。首先采用问卷调查收集数据，借助因子分析和K-means聚类分析，得到商务沟通、低价理性、实用价值、新潮体验、简单移动、时尚品位和大众跟随7个细分市场，并对各细分人群的需求特征进行了归纳，其研究结果为3G智能手机终端的设计和营销提供了信息和决策支持。

关键词: 3G手机, 手机消费者；心理需求；购买动机；市场细分

Abstract:

Facing various 3G smart phones with powerful applications, consumers tend to have diverse psychological needs when making purchase decision Therefore, consumer segmentation is of great significance to both cell phone manufacturers and operators Based on psychological needs of Chinese consumers, and combing typical features of 3G smart phones, this paper adopted a multidimensional segmentation approach, using two sets of variables: consumer lifestyles and values, and purchasing motivation Data were collected through a survey, and factor and K-means cluster analysis were then performed on the database This study led to the division of seven consumer segments, including business communication oriented, rational and cost oriented, etc and then summarized the characteristics of users in each segment Findings of this study provided implications and support for design as well as strategic marketing of 3G smart phones

Key words: 3G mobile phone, mobile phone users;psychological needs, purchasing motivations, market segmentation

中图分类号:

F625

李昕, 吕廷杰, 李海强, 王慧贤. 中国3G手机消费者的多维度细分研究[J]. 北京邮电大学学报(社会科学版), 2011, 13(5): 66-74.

LI Xin, LV Ting-jie, LI Hai-qiang, WANG Hui-xian. Multi-dimensional Segmentation of 3G Mobile Phone Consumers in China[J]. Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition), 2011, 13(5): 66-74.