网购手机用户消费行为及营销对策

The Study of Online Consumer Behaviour and Marketing Countermeasures in the Mobile Phone Industry

移动购物时代的到来以及消费者对网购方式的热衷,手机市场的发展潜力和竞争状况也深受其影响,如何定位本行业目标市场,明晰网购手机用户特点是手机行业生产商和销售商普遍关注的焦点。文章首先采用问卷调查方法分析了手机市场上网购手机用户行为的影响因素,在此基础上利用阿里平台的数据分析工具淘宝指数进一步明晰网购手机用户的消费偏好和消费趋势。最后提出手机行业在线企业的营销对策:产品策略、品牌策略、价格策略、多元化发展策略以及客户关系管理策略。

The advent of the era of mobile shopping and consumer enthusiasm for online shopping way influenced the develop-ment potential and competition condition of the mobile phone market.How to locate the target market and clear online consumer behav-iour characteristics in the mobile phone market is the universal attention paid by the mobile phone industry producers and sellers .This study firstly analyzed the influence factors of online users’ behavior in the mobile phone market by questionnaire survey, then research consumer preferences and consumer trends by Ali platform analysis tool-Taobao index .At last, this study presented product strategy, brand strategy, price strategy, diversification strategy and customer relationship management strategy for the online marketing in mobile phone industry.