中国3G手机消费者的多维度细分研究  

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

作　　者：李昕[1] 吕廷杰[1] 李海强[2] 王慧贤[1] 

机构地区：[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

出　　处：《北京邮电大学学报（社会科学版）》2011年第5期66-74,共9页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

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。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 typi-cal 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 sum- marized 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.

关 键 词：3G手机 手机消费者 心理需求 购买动机 市场细分 

分 类 号：F625[经济管理—产业经济] F713.55