电视剧手机和电影版手机的分析

电视剧手机和电影版手机的分析 关于大学生手机消费观的调查 吉林艺术学院文化艺术管理学院 一班三组 成员:周宏、赵亚楠、孙静芳、赵玥琳、孟蝶、李冉冉、吕春生 advantages, facing the Yangtze River Delta, Pearl River Delta, Shandong peninsula, Beijing-Tianjin-Tangshan area, targeted investment promotion several times. Industry-led unit and various town streets are developing detailed promotion plans, the basis of what is specific to each industry, has formed a kind of scale, need to bring in the kind of projects each town street has the kind of resources, what location, focus on the development of the kind of industries. Four stroke technology and science. Determinants of technology is the County's economic development through scientific and technological innovation, improve product value-added and improve economic competitiveness, is the inevitable way to achieve leapfrog development. Talent is the city center city's first resource, is the primary industry development, and revitalization of the social protection. So, in terms of skills: to catch ... Competitive. Encouraging enterprises to actively undertake science and technology projects, strengthening research cooperation, using advanced technology to increase the added value of their products to ensure that introduction of transforming scientific and technological achievements during the year ... ... New research enterprises ... ... Home, creating innovative platforms ... ... Generic classifier. In: first, we must strengthen the cultivation of talent, efforts to increase vocational education and training and meet the basic demand of enterprise development. Then introduced a number of the county needed scarce education, health professionals, meet social development needs to invest more in machinery, pharmaceutical manufacturing research and development in higher education, such as the introduction of talent to meet the need. Third, we must rely on ... ... Post-doctoral workstation, ... ... Food research station platform, to the XX University to find experts 主题: 课题题目: 指导老师: 大学生 大学生手机消费观的范春燕 调查报告 题组成员: 组长: 系科: 周宏、赵亚楠、孙静芳、赵玥琳、孟蝶、周宏 文化艺术管李冉冉、吕春生 理 简要背景说明: 当今社会日新月异，手机在我们的社会中扮演着越来越重要的角色，它已经不只是简简单单的打电话，而是成为了一种时尚，一种潮流的象征。作为社会的新生代大学生对手机的看法与消费观值得我们去研究与探索。 课题的目的与意义: 课题研究的目的在于了解当下大学生手机消费状况及对产品的需求，预策未来手机消费的趋势，为手下机生产商提供依据促进手机行业进一步发展。 活动计划: 1、任务分工: 孙静芳、赵玥琳与孟蝶负责收集资料;题组全体成员集体发放问卷;资料的整合与分析具体由李冉冉与吕春生负责;周宏与赵亚楠负责撰写调查报告。 2、活动的步骤: 调查的可行性分析、搜集资料、整理资料、撰写调查问卷、修改调查问卷、发放问卷(问卷调查)、统计调查数据、分析结果、撰写调查报告。 3、调查的具体: 喜爱的手机品牌、选购手机时的考虑因素、生活费与花费支出状况、手机的更换频率等等。 4、计划访问的专家: 手机经销商、大学生消费观方面的研究专家、零售商。 5、活动所需条件: 充足的经费、足够的时间、齐全的小组成员、老师的支持等。 6、预期成果: ?、本课题贴近大学生的日常生活，能够得到广大大学生的大力支持。 ?、对大学生的手机消费观有整体的把握。 ?、完成调查问卷，了解实际情况，并达到预期的目的。 ?、树立大学生正确的手机消费观。 advantages, facing the Yangtze River Delta, Pearl River Delta, Shandong peninsula, Beijing-Tianjin-Tangshan area, targeted investment promotion several times. Industry-led unit and various town streets are developing detailed promotion plans, the basis of what is specific to each industry, has formed a kind of scale, need to bring in the kind of projects each town street has the kind of resources, what location, focus on the development of the kind of industries. Four stroke technology and science. Determinants of technology is the County's economic development through scientific and technological innovation, improve product value-added and improve economic competitiveness, is the inevitable way to achieve leapfrog development. Talent is the city center city's first resource, is the primary industry development, and revitalization of the social protection. So, in terms of skills: to catch ... Competitive. Encouraging enterprises to actively undertake science and technology projects, strengthening research cooperation, using advanced technology to increase the added value of their products to ensure that introduction of transforming scientific and technological achievements during the year ... ... New research enterprises ... ... Home, creating innovative platforms ... ... Generic classifier. In: first, we must strengthen the cultivation of talent, efforts to increase vocational education and training and meet the basic demand of enterprise development. Then introduced a number of the county needed scarce education, health professionals, meet social development needs to invest more in machinery, pharmaceutical manufacturing research and development in higher education, such as the introduction of talent to meet the need. Third, we must rely on ... ... Post-doctoral workstation, ... ... Food research station platform, to the XX University to find experts 为了全面了解大学生的手机消费状况，充分了解大学生的手机消费心理、消费方向、消费动力以及倾听他们对手机发展动向的呼声，满足他们的需求，吉林艺术学院文化艺术管理学院系于2009年6月8日到14日，在长春市朝阳区对100名大学生进行了调查。下面是这次调查的结果和分析。 1( 大学生手机拥有和需求状况: 调查数据显示，在被访者中有接近100%的学生拥有手机。从这些数据可看出:随着人们生活水平的提高，手机在大学里已不再是新鲜事物了，已开始普及化了。大学生已经成为手机市场中一个不容忽视的消费者群。 2( 学生手机的使用要求分析 ? 最重质量与性能 选择手机时, 消费者考虑的主要因素依次为:，其中，消费者对质量的要求最高，大约占到调查总人数的60%，再其次就是手机的功能齐全度，第三位的是手机的信号强度，而省电型不是大学生所重点关心的。手机是日常的通讯工具，如果质量不好，将会给消费者带来极大的不便。 另外，部分消费者对外观款式要求也较高，手机厂商不断推出新款很大程度上是迎合他们的口味，由于大学生都是年轻人。随着人们生活水平的提高，以及持手机者年龄的下降，消费者对价格的敏感度会降低，而对外观款式的要求会更高。 在受访者中，85%的大学生对手机的样式又要求，这其中他们更喜欢直板型的手机，比例占到了41%，其次就是滑盖型的，比例为29%，对翻盖与旋转型的要求者中比例基本持平。 ? 中低档产品较受欢迎 在手机价格的调查中，我们发现消费者比较倾向于1000元至1500元的价位，其比例高达52%。另外,有34%的消费者表示会选择1000元以下的手机。当然，也有部分消费者购买高价位手机，其中，选1500至2000元的消费者占9%，2000元以上的占5%。总体看来，大学生消费者更看好手机的性价比，非常乐衷于性价比好的手机，不愿在高档手机上投入大量资金。 ? 购机地点较集中 advantages, facing the Yangtze River Delta, Pearl River Delta, Shandong peninsula, Beijing-Tianjin-Tangshan area, targeted investment promotion several times. Industry-led unit and various town streets are developing detailed promotion plans, the basis of what is specific to each industry, has formed a kind of scale, need to bring in the kind of projects each town street has the kind of resources, what location, focus on the development of the kind of industries. Four stroke technology and science. Determinants of technology is the County's economic development through scientific and technological innovation, improve product value-added and improve economic competitiveness, is the inevitable way to achieve leapfrog development. Talent is the city center city's first resource, is the primary industry development, and revitalization of the social protection. So, in terms of skills: to catch ... Competitive. Encouraging enterprises to actively undertake science and technology projects, strengthening research cooperation, using advanced technology to increase the added value of their products to ensure that introduction of transforming scientific and technological achievements during the year ... ... New research enterprises ... ... Home, creating innovative platforms ... ... Generic classifier. In: first, we must strengthen the cultivation of talent, efforts to increase vocational education and training and meet the basic demand of enterprise development. Then introduced a number of the county needed scarce education, health professionals, meet social development needs to invest more in machinery, pharmaceutical manufacturing research and development in higher education, such as the introduction of talent to meet the need. Third, we must rely on ... ... Post-doctoral workstation, ... ... Food research station platform, to the XX University to find experts 在科技更发达，购物手段更丰富的今天，走在流行趋势最前沿的大学生朋友们并没有采取更加时尚的网上购物方式而是乐衷于去手机专卖店与大型商场去购买手机，其比例为90%，其它的只占了10%。手机是高科技产品，普通消费者难以了解其功能是否完善、质量是否可靠，他们只好以销售人员的信用和专业知识作为判断标准，而手机大卖场或品牌专卖店的销售人员素质相对较高，因而容易赢得消费者的信任。此外手机大卖场的价格优势也是学生朋友们考虑的重要因素。 ? 手机品牌比较复杂 在此项调查中我发现，使用诺基亚始终是高居榜首，占46.25%，其他的如摩托罗拉15.00%,爱立信6.25%，西门子6.25%，三星13.75%，菲利浦 5.00%，其他的有7.50%。 ? 手机用途比较统一 大学生使用手机用途较统一，在已有手机用户中，多数用于联系亲友，还有就是交朋友，这两者共占77.7%。还有少数只是跟着大家走(受周围人影响的)，占5,左右。工作需要的占17.5%。家长方面认为，手机是用于方便和孩子联系的，学生手机族的手机58.0%都是家长掏钱买的。同样学生也认为有了手机可以方便与亲友进行沟通，以维系家人及朋友的感情。 ? 手机费用普遍较低 在学生手机族中，每月手机费用普遍较低。每月消费在50元以下的占49,，在100元以内的占92,。但也存在一些高消费学生，在100―300元内的占5,，其中200,300这一高消费段也占2,。考虑其因素可能与大学生月生活费又关，月生活费在350元以下的有18%，生活费在800元以下的有85%。大多数都集中在500-700元这个区间之内，依此来看大学生的手机消费上的金额与他们的生活费是紧密相关的。这也验证了其主要资金来源于父母。 ? 充值卡成为主要服务方式，手机费用主要用于发短信。 在被访者中，有近82,的是采用充值卡方式。同样，手机费用用于短信服务的占87,。这充分说明了，学生的消费能力有限。 ?手机更换频率较低 在学生手机族中，在一年以上更换手机的比例为78%，而半年或者在更短时advantages, facing the Yangtze River Delta, Pearl River Delta, Shandong peninsula, Beijing-Tianjin-Tangshan area, targeted investment promotion several times. Industry-led unit and various town streets are developing detailed promotion plans, the basis of what is specific to each industry, has formed a kind of scale, need to bring in the kind of projects each town street has the kind of resources, what location, focus on the development of the kind of industries. Four stroke technology and science. Determinants of technology is the County's economic development through scientific and technological innovation, improve product value-added and improve economic competitiveness, is the inevitable way to achieve leapfrog development. Talent is the city center city's first resource, is the primary industry development, and revitalization of the social protection. So, in terms of skills: to catch ... Competitive. Encouraging enterprises to actively undertake science and technology projects, strengthening research cooperation, using advanced technology to increase the added value of their products to ensure that introduction of transforming scientific and technological achievements during the year ... ... New research enterprises ... ... Home, creating innovative platforms ... ... Generic classifier. In: first, we must strengthen the cultivation of talent, efforts to increase vocational education and training and meet the basic demand of enterprise development. Then introduced a number of the county needed scarce education, health professionals, meet social development needs to invest more in machinery, pharmaceutical manufacturing research and development in higher education, such as the introduction of talent to meet the need. Third, we must rely on ... ... Post-doctoral workstation, ... ... Food research station platform, to the XX University to find experts 间内更换手机的人数只占到4%。这也说明，大部分的大学生对手机时尚不是太过追捧，对手机的忠实度还是很高的。 ?手机发展动向 在问及手机发展趋势时，绝大多数的学生都会认为手机在以后的发展中会更加的先进，向着更高端的方向发展。 大部分学生认为国外手机比国产的药先进许多，但也存在很多支持国产手机的学生，他们谈及更多的就是要国产手机多多创新，吸取其他品牌的先进技术，他们对国产手机的前景还是充满了信心。 3( 学生手机族的消费动力分析 确切地说，消费动力与消费需求是密切联系的，当一个消费需求出现以后，为满足这种需求的动力也就随之产生了，对此我们不想加以详细论述。从上面各种数据中可以看出学生手机族的消费动力是处于一个较高水平的,造成这一高消费动力的原因，主要有以下几点: 第一.社会经济发展水平的提高，家庭收入的增加，学生消费者的消费心理欲望增强。经济发展水平的提高，使得商品的市场生命周期缩短，特别是在通信领域，手机更新换代的速度达到一周一款。手机产品的市场生命周期的缩短，使得学生消费者的消费活力被激发出来，大大强化了他们对新、奇、美的追求。而家庭收入的增加，则进一步加强了他们消费的信心。 第二.新经济、新文化、新观念，学生消费者的消费行为总体规范发生了极大变化。经济基础决定上层建筑，新的经济必然与新的文化相对应，而新的文化则必然带来新的观念。作为E时代的“e人类”，学生消费者大多受新经济下新文化的影响，具有求新、求奇的消费心理，在这种心理驱使下，他们会对一切感兴趣的新奇事物产生强烈的消费欲望，而这种强烈的消费欲望恰恰正是消费的动力所在。 第三.信息的极大丰富化、便利化，对学生消费者的消费动力也有影响。电视、报纸、杂志、网络、电台、店堂、车体„„广告铺天盖地，宣传无处不在，各大手机厂商与广告商们的努力，使得通信领域(主要是手机市场)的信息极大的丰富化、便利化了，在这种强烈的外部刺激的作用下，学生手机族的消费动力也得到了提高。 advantages, facing the Yangtze River Delta, Pearl River Delta, Shandong peninsula, Beijing-Tianjin-Tangshan area, targeted investment promotion several times. Industry-led unit and various town streets are developing detailed promotion plans, the basis of what is specific to each industry, has formed a kind of scale, need to bring in the kind of projects each town street has the kind of resources, what location, focus on the development of the kind of industries. Four stroke technology and science. Determinants of technology is the County's economic development through scientific and technological innovation, improve product value-added and improve economic competitiveness, is the inevitable way to achieve leapfrog development. Talent is the city center city's first resource, is the primary industry development, and revitalization of the social protection. So, in terms of skills: to catch ... Competitive. Encouraging enterprises to actively undertake science and technology projects, strengthening research cooperation, using advanced technology to increase the added value of their products to ensure that introduction of transforming scientific and technological achievements during the year ... ... New research enterprises ... ... Home, creating innovative platforms ... ... Generic classifier. In: first, we must strengthen the cultivation of talent, efforts to increase vocational education and training and meet the basic demand of enterprise development. Then introduced a number of the county needed scarce education, health professionals, meet social development needs to invest more in machinery, pharmaceutical manufacturing research and development in higher education, such as the introduction of talent to meet the need. Third, we must rely on ... ... Post-doctoral workstation, ... ... Food research station platform, to the XX University to find experts 总的说来，学生手机族的消费动力是维持在一个较高水平上的，在这种前提下，结合他们以往在消费过程中的学习，就会导致一种或一系列消费动机的发展。 4( 学生手机族的消费动机分析 经过学习过程对其消费需求的明确，消费动力的强化，学生手机族逐渐形成了具体的购买动机。学生手机族的消费动机可分为以下四种: 第一.求实购买动机。据调查显示，学生消费者在购买手机时，最注重的还是质量与实用功能。形成这一购买动机的原因，除了受他们最基本的消费需求:工作需要与家人联系的影响外，很大程度上还在于受他们依赖性消费的程度较大及自身缺乏经验，购买能力弱等因素的影响。 第二.求新购买动机。学生消费者在购买手机时，大部分被调查者认为在质量保证的前提下，首先考虑手机的外观设计，如形状、大小、厚薄、材料、颜色等。其次考虑手机的内部功能，如是否支持中文输入、是否支持WAP、是否支持语音拨号、是否具备免提功能等。且多数被调查者均明确表示，选购时会优先考虑质量可靠、设计轻巧、款式新颖、色彩时尚、功能够炫的手机。学生手机族这一购买动机的产生，与学生消费者特殊的消费心理是分不开的。由于学生消费群的成员大多处于18-23岁，这一人生中最活跃、最善变的黄金青春期，热情、开朗、奔放、崇尚自由的率直个性，现代社会生活条件的极大改善，科学技术的高速发展，各种观念、思潮的风起云涌，赋予了他们强烈的冒险精神与实践精神，对于新事物、新观念的关注与学习，逐渐形成了他们求新、求异的消费心理，而这种消费心理直接影响到了他们求新购买动机的产生。 第三.求便购买动机。根据前面对学生手机族的分析，得知大多数学生消费者购买手机的真正目的在于方便与家人、朋友、用人单位联系。对于购买手机与家人联系这一目的，据调查显示，多数学生手机族的父母均持肯定态度，而这种态度对学生手机族购买动机的产生具有直接的推动作用。另外，还有部分临近毕业的大学生怕漏过任何招聘信息的压力，也推动了此种购买动机的产生。 第四.求廉购买动机。大多数学生手机族所能承受的手机价格在1000-1500元之间。也就是说，他们需要的是中低档的手机。总的说来，此动机的产生与我国综合国力不强，人均消费水平偏低有着密切联系。这种经济现状直接制约了仍advantages, facing the Yangtze River Delta, Pearl River Delta, Shandong peninsula, Beijing-Tianjin-Tangshan area, targeted investment promotion several times. Industry-led unit and various town streets are developing detailed promotion plans, the basis of what is specific to each industry, has formed a kind of scale, need to bring in the kind of projects each town street has the kind of resources, what location, focus on the development of the kind of industries. Four stroke technology and science. Determinants of technology is the County's economic development through scientific and technological innovation, improve product value-added and improve economic competitiveness, is the inevitable way to achieve leapfrog development. Talent is the city center city's first resource, is the primary industry development, and revitalization of the social protection. So, in terms of skills: to catch ... Competitive. Encouraging enterprises to actively undertake science and technology projects, strengthening research cooperation, using advanced technology to increase the added value of their products to ensure that introduction of transforming scientific and technological achievements during the year ... ... New research enterprises ... ... Home, creating innovative platforms ... ... Generic classifier. In: first, we must strengthen the cultivation of talent, efforts to increase vocational education and training and meet the basic demand of enterprise development. Then introduced a number of the county needed scarce education, health professionals, meet social development needs to invest more in machinery, pharmaceutical manufacturing research and development in higher education, such as the introduction of talent to meet the need. Third, we must rely on ... ... Post-doctoral workstation, ... ... Food research station platform, to the XX University to find experts 处于依赖性消费阶段的学生手机族的消费能力，从而导致了他们在选择手机时通常会把眼光放在中低价格的机型上。另外，为了达到经济实用的目的，他们通常还会选择免月租或月租较低的充值卡来使用。但值得注意的是，此种求廉的购买动机并非只是一味的追求低价，以省钱为目的，更多时候只要价格达到了学生手机族心中“合理”的低价时，动机就产生了。 一般情况下，学生手机族的这四种消费动机不是独立存在的，而是相互交织，共同推动他们的消费行为进一步的发生。实际上，对于消费者来说，消费动机的产生才意味着消费手段、消费目标等一系列消费心理和消费行为的发生，这对于学生手机族来说也不例外。因此，学生手机族四种相互交织的消费动机在得到发展以后，紧接着结合在动机上行动希望得到的结果，就会发展出一系列满足消费动机的目标，从而最终做出购买决定。 5( 学生手机族的目标确立分析 在这一阶段，学生手机族所做的大部分工作在于与选择。在学生手机族的购买动机产生之后，为了进一步满足需求，他们会开始收集与购买有关的信息。在调查中发现，37.5,的学生是通过网上获得与手机相关信息的。但一般情况下，所收集到的产品信息会出现重复、相异、相反或抵触的情况(例如，同档次同功能不同品牌手机之间的重复，同款手机不同商家的不同定价，印象中的手机信息与实际了解到的信息不符)，这样，就可能形成多种可供选择的购买方案。 因此，学生手机族就需要对这些方案进行比较，要对各种信息进行加工、整理分析，综合评价各款手机的各种要素(如性能、价格、质量、款式等)，去伪存真，去弱存强，筛选出购买符合自己需求的手机时所要考虑的主要要素，评价择优，确定出具体目标，包括具体商品的品牌、规格、性能、价格等因素在内。一般地，这一目标可以是具体的最终目标，也可以是抽象的最终目标，也就是说，他们购买手机的目的可以是真正地为了保持与他人的联系，也可以是为了炫耀或得到某一参照群的认可。另外，可以肯定的是，最终目标的确立不是直接一步实 致最终目标的实现。 现的，最为常见地，是建立一系列子目标，逐步导 advantages, facing the Yangtze River Delta, Pearl River Delta, Shandong peninsula, Beijing-Tianjin-Tangshan area, targeted investment promotion several times. Industry-led unit and various town streets are developing detailed promotion plans, the basis of what is specific to each industry, has formed a kind of scale, need to bring in the kind of projects each town street has the kind of resources, what location, focus on the development of the kind of industries. Four stroke technology and science. Determinants of technology is the County's economic development through scientific and technological innovation, improve product value-added and improve economic competitiveness, is the inevitable way to achieve leapfrog development. Talent is the city center city's first resource, is the primary industry development, and revitalization of the social protection. So, in terms of skills: to catch ... Competitive. Encouraging enterprises to actively undertake science and technology projects, strengthening research cooperation, using advanced technology to increase the added value of their products to ensure that introduction of transforming scientific and technological achievements during the year ... ... New research enterprises ... ... Home, creating innovative platforms ... ... Generic classifier. In: first, we must strengthen the cultivation of talent, efforts to increase vocational education and training and meet the basic demand of enterprise development. Then introduced a number of the county needed scarce education, health professionals, meet social development needs to invest more in machinery, pharmaceutical manufacturing research and development in higher education, such as the introduction of talent to meet the need. Third, we must rely on ... ... Post-doctoral workstation, ... ... Food research station platform, to the XX University to find experts