中国电视机市场研究与预测

THE RESEARCH AND FORCASTING ON THE MARKET OF T. V. SET IN CHINA.

本文在对全国26个省、自治区和直辖市的共10,800个用户的抽样调查资料的基础上,参考系统的统计数据,应用现代市场学及系统工程的理论与方法,对我国城、乡电视机市场的供求形势、消费心理和行为以及需求偏好进行了定性与定量的分析,并在此基础上,应用时间序列分析的方法对我国近三年电视机市场的需求进行了预测。根据所得出的结论,提出了发展我国电视机工业市场发展战略的建议。

The China Ststistical Information and Consultancy Service Center(CSICSC)held a nationwide marketing research in T.V.set market from April to August of 1990.10,800 households were in- vestigated which are distributed over 26 provinces, autonomous regions and municipalities. The stratified multi-stage unequal probability systematic random sampling method was adopted in this re- search project. On the base of the data of 10,800 samples, the author has qualitatively and quantitatively anal- ysed the situation of demand and supply in T.V.set market of china, analysed the consumers psy- chology behaviour and preferences in Chinese urban and rural areas. The principles and technologies in modern marketing and system engineering are applied in this paper. Besides, the author set up a time series analysis medel to forecast the demand for T.V.set market. Based on the results of the research and forecasting, a market strategies of Chinese T.V.set industry were suggested.