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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/74237

    Title: 智慧型手機之產品功能對消費者行為模式之研究
    Other Titles: A research of consumer behavior in smartphone functionality
    Authors: 陳任智;Chen, Ren-Chih
    Contributors: 淡江大學管理科學研究所企業經營碩士在職專班
    楊維楨;Yang, Wei-Tzen
    Keywords: 消費者行為;市場區隔;智慧型手機;生活型態;Consumer Behavior;Market Segment;Smartphone;Lifestyle
    Date: 2011
    Issue Date: 2011-12-28 18:17:46 (UTC+8)
    Abstract: 由於經濟衰退導致消費者需求低迷,2009年手機全球整體銷售萎縮近 10%,智慧型手機出貨量卻仍一枝獨秀,2010年更是大放異彩的佔全球手機出貨量的兩成,欠缺智慧型手機產品線、嚴重依賴功能型手機的品牌成為這一波智慧型手機狂潮的最大輸家。
    In 2009, the economic crisis caused the consumer demand reduced significantly, the worldwide handsets demand reduced to almost 10% YoY. However, smartphone represents totally different growth over handset shipment. Smartphone increases its share to 20% in total handset shipment in 2010. Any top OEMs (Original Equipment Manufacturers) who rely on feature phones who did not develop smartphone are losing their market shares.
    In Taiwan, smartphone population is approaching 40%. While the market is growing rapidly, the enriched functionality may not desirable all the consumers. The purpose of this re-search is to study a way how to find the individual segments from functionality perspective and to figure out a method to define marketing strategy.
    This research has collected 306 questionnaires, utilized the data of usage frequency to reduce the factors by SPSS and define appropriate three groups. By using those groups to ac-commodate static population to outline the consumers’ lifestyle. Then reduce the factors of importance of functionality to four groups to analyze what the relationship is between four groups of functions vs. three groups of lifestyle. According to the result, smartphone market segment can be divided into four segments. Each group of consumers has different demands on smartphone functionalities.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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