华为手机营销战略研究

摘要:论文主要通过研究分析华为手机消费者对手机产品质量、服务质量的满意程度以及潜在消费者对手机及品牌的了解程度，研究华为手机对各细分市场的营销战略，结合文献分析法，参考满意度评测指标的方案，将问卷调查的数据分析作为重点，使用SPSS 19。0，并采用信度以及效度分析来做预调查研究来判断本次调查活动是否具有可执行性。在满意度研究中，用李克特量表分五级满意度等级，深入探究在手机质量、服务质量和整体评价三个模块总共11个项目的满意级别。采用因子分析法以象限图形的表现方式来展现各指标对华为手机满意度的决定性，确定华为项目组今后的发展计划。本文最后以卡方检验法明确被访者身份数据对智能手机的不同需求，为华为手机未来的营销战略提供借鉴与思考。81843

毕业论文关键词：华为手机；营销战略；满意度测评；因子分析

Huawei mobile Marketing strategy research

Abstract: Thesis mainly through the research analysis Huawei mobile phone consumers of mobile phone product quality, service quality and satisfaction with the degree of understanding of the potential consumers of mobile phone and brand, the Huawei mobile phone marketing strategy for each market segment, combined with the literature analysis method, the reference satisfaction evaluation index system, give priority to with questionnaire survey results of the data, using SPSS 19。0 software as a research tool, and the reliability and validity analysis to do preliminary research to determine whether the survey activities have enforceability。 In satisfaction research, with five likert scale established measurement, and delve into the mobile phone quality, service quality and overall evaluation of the three modules, a total of 11 index satisfaction degree。 Using factor analysis method to quadrant graphic expression to show the influence degree of each index to Huawei mobile phone satisfaction, determine the development direction of Huawei project team in the future。 In this paper, the different needs of the mobile phone are clearly defined by the chi-square test, which provides reference and reflection for the future marketing strategy of Huawei's mobile phone。

Keywords: Huawei mobile; Marketing strategy; Satisfaction evaluation；Factor analysis

一、概述 1

(一) 研究背景 1

(二) 调研的目的与问题的提出 1

(三) 研究途径 2

1。文献分析法 2

2。专家访谈法 2

3。问卷调查法 2

4。统计分析法 2

二、相关理论综述 3

(一) 相关概念的界定 3

1。营销战略 3

2。市场细分 3

3。市场定位 4

(二) 满意度研究 5

三、实证分析 6 华为手机营销战略研究:http://www.youerw.com/guanli/lunwen_95797.html