国产智能手机品牌网络关注度动态演变与区域差异分析

DYNAMIC EVOLUTION AND REGIONAL DIFFERENCE ANALYSIS OF PUBLIC ATTENTION TO DOMESTIC SMARTPHONE BRANDS ON THE INTERNET

近年来,国产智能手机市场竞争日益激烈,消费者需求是经济转型中产品升级的重要环节。网络关注度作为当前消费者兴趣和需求的主要表现,其动态演变与区域差异分析,将从方法上为供给方经济转型和产品升级提供重要的消费方决策信息。基于百度指数,以华为、小米、vivo、OPPO为研究对象,通过地理集中指数、赫芬达尔指数、泰尔指数来分析网络关注度动态演变及区域差异特征,结果显示:(1)由于市场需求放缓和搜索引擎多元化分流影响,以百度指数为代表的各国产智能手机品牌搜索指数呈现总体下降趋势;(2)华为的百度指数和市场份额占比都逐年提升,反映对智能手机品质的需求提升;(3)品牌关注度呈现出东高西低的空间格局,并逐渐扩散;(4)东部及部分中部省份品牌偏好差异显著,华为在31个省份具有最高的关注规模;小米拥有最大的省际间及区域间差异;(5)差异贡献率的测度显示区域内差异是各品牌总差异构成的核心主体,其中以OPPO与小米最为明显。由此得到结论:中国从非智能手机到智能手机的转型基本覆盖全国市场,出现智能手机品牌之间的竞争与发展瓶颈,整体市场疲软中对高端品牌的关注显著,是对产品创新和质量升级的需求表现,各品牌商应将网络关注度作为洞悉消费者需求的有效渠道,为经济转型、产品升级战略制定以及小尺度区域内营销精细化提供决策支持。

In recent years, the competition in the domestic smartphone market has become increasingly. Consumer demand is an important link in product upgrading in economic transformation.Based on Baidu Index, taking Huawei, Xiaomi, vivo and OPPO as research objects, the dynamic evolution and regional differences of the public attention on internet are analyzed through geographic concentration index, Herfindahl-Hirschman index and Theil index.The results show that:(1)The search index of domestic smartphone brands represented by Baidu Index shows an overall downward trend;(2)Huawei’s Baidu Index and market share have increased year by year, reflecting the increased demand for the quality of smartphones;(3)Brand attention presents a spatial pattern of high in the East and low in the west, and spreads gradually;(4)There are significant differences in brand preferences between eastern and some central provinces;(5)The measurement of difference contribution rate shows that the intra-regional difference contribute most of each brand, especially OPPO and Xiaomi.Based the above results, the conclusion could be drawn that: Baidu Index provide a way to analysis and reflect the public attention to certain goods with spatial-temporal characteristics in large scale;It provide an overall trend, spatial pattern and regional differences for further deep discussion.Transforming from non-smartphones to smartphones, new trend of consumers’ needs for the domestic smartphone brands is the key of the decision support for economic transformation, product upgrading strategy formulation, and fine marketing in small-scale regions.