| 中国3G智能手机消费者需求的区域性差异研究 |
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| 引用本文： | 马道杰,吕廷杰.中国3G智能手机消费者需求的区域性差异研究[J].电信科学,2012,28(5):72-79. |
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| 作者姓名： | 马道杰 吕廷杰 |
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| 作者单位： | 1. 天翼电信终端有限公司 北京 100032
2. 北京邮电大学经济管理学院 北京 100876 |
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| 摘 要： | 通过对我国14个城市2 648名消费者的实证调查,从消费者心理层面出发,基于生活方式和价值观的差异性,并结合地理行政划分与经济发展水平,将我国消费者划归到三大区域。研究表明,3个区域的消费者在"身份/尊贵"、"基本/实用"、"时尚/个性/娱乐"和"价格关注"4个3G手机购买和需求动机因子上存在显著的区域性差异,最后对上述需求差异进行了归纳。
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| 关 键 词： | 3G手机消费者 生活方式 价值观 需求 购买动机 区域差异 |
Study on Regional Difference of China's 3G Mobile Phone Users |
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| Ma Daojie
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Lv Tingjie.Study on Regional Difference of China's 3G Mobile Phone Users[J].Telecommunications Science,2012,28(5):72-79. |
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| Authors: | Ma Daojie Lv Tingjie |
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| Affiliation: | 1.Tianyi Telecom Terminals Co.,Ltd.,Beijing 100032,China;2.School of Economics and Management,BUPT,Beijing 100876,China) |
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| Abstract: | Based on differences in lifestyle and value,and considering geographical division as well as economic development level,this paper classified China ’s consumers into major three areas.Data were collected through a survey of 2 648 consumers.The study revealed significant regional differences in four factors of 3G mobile phone purchasing motivations,including dignity,basic/practical function,fashion/individuality/entertainment and price.Finally a conclusion was made about the variances above. |
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| Keywords: | 3G mobile phone user lifestyle value need purchasing motivation regional difference |
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