论文总字数：26927字

摘 要

随着科学技术的不断发展，人类社会的信息化、智能化水平也越来越高。用户对于手机功能的需求由单一的通讯功能向集通讯、上网、拍照、办公、娱乐等于一体的多元化功能转化，从而促使我国智能手机市场不断扩大与发展繁荣。华为通过极高的研发力度和正确的营销手段，成为了国产智能手机的领军企业。而高校学生作为即将从学生转变为职场人的群体，其消费行为具有与其他市场群体不同的特点。高校学生属于年轻群体，与其他消费群体相比，具有追求时尚、理性程度不足等特点。本文通过研究华为手机校园用户的消费行为，总结华为手机存在的不足之处，并对华为手机未来的发展提出建议。

首先，本文利用问卷星设计一份华为手机校园用户消费行为调查问卷，通过朋友圈、微博等渠道对南京几所高校的在校学生的华为手机消费行为进行调查统计。其次，在统计结果的基础上，分析校园用户的特征以及校园用户消费行为的影响因素，如用户选择华为手机的原因等。最后，根据所分析出的用户特征和用户消费行为影响因素，总结华为手机的主要不足点，分析华为手机校园市场的发展前景，对华为未来的发展提出建议。

经过综合分析，本文得出如下结论：（1）目前，高校学生群体的智能手机消费活动虽是多方面权衡、考量后的结果，但仍明显地受到潮流及品牌效应的影响，一定程度上具有非理性特点；（2）除品牌效应外，华为手机最大的优势在于对研发的重视，体现在其芯片技术、拍照效果、用户界面等方面；（3）华为手机的不足之处在于系统不够流畅、营销渠道不够丰富、售后服务有待完善，华为应针对自身不足之处，重点突破，加以改进，不断提升自身实力，获得更多市场占有率和更高的用户黏度。

关键词：华为 高校学生 消费行为 不足之处 建议

Research on consumer behavior of Huawei mobile users on campus -- A case study of Universities in Nanjing

ABSTRACT

With the continuous development of science and technology, the level of information and intelligence of human society is getting higher and higher. The users' demand for the function of mobile phone has changed from single communication function to multiple functions including communication, Internet access, photo-taking, office and entertainment, thus promoting the expansion and prosperity of the market of smart phone in China. Huawei has become a leader in chinese-made smartphones with its research and development efforts and the right marketing tools. College students, who are about to change from students to professionals, have different consumer behavior from other market groups. College students belong to the Young Group, compared with other consumer groups, with the pursuit of fashion, lack of rational degree and other characteristics. This paper studies the consumer behavior of Huawei Mobile phone users on campus, summarizes the shortcomings of Huawei mobile phone, and puts forward some suggestions for the future development of Huawei mobile phone.

Firstly, this paper designs a questionnaire of Huawei mobile phone users' consumption behavior on campus by using questionnaire star, and investigates the Huawei mobile phone consumption behavior of students in several universities in Nanjing through the channels of friends circle and micro-blog. Secondly, based on the statistical results, this paper analyzes the characteristics of campus users and the influencing factors of campus users' consumption behavior, such as the reasons why users choose Huawei mobile phones. Finally, according to the analysis of user characteristics and consumer behavior factors, summarize the main shortcomings of Huawei mobile phone, analyze the development prospects of Huawei mobile phone campus market, and make recommendations for the future development of Huawei.

After comprehensive analysis, this paper draws the following conclusions: (1) at present, although the consumption of smart phone of college students is the result of various trade-offs and considerations, it is still obviously influenced by the trend and brand effect. To some extent, it is irrational; (2) besides the brand, Huawei mobile phone should give full play to its advantages such as high call quality, long-lasting Battery and good photo-taking effect; (3) the shortcomings of Huawei's mobile phones are that the system is not smooth enough, the marketing activities are not rich enough, and the The Adjuster needs to be perfected. Huawei should focus on its own shortcomings, focus on breakthroughs, improve them, and constantly enhance its own strength Get more market share and higher user viscosity.

Keywords: Huawei; College students; Consumer behavior; Shortcomings; Suggestions

目录

摘要 I

ABSTRACT III

第一章 绪论 1

1.1 研究背景 1

1.2 研究目的与意义 1

第二章 文献综述和研究方法 3

2.1 文献综述 3

2.1.1 华为手机优劣势研究现状 3

2.1.2 华为手机营销策略研究现状 4

2.1.3 华为手机应用技术研究现状 5

2.1.4 华为手机未来发展建议研究现状 6

2.2 研究方法 7

2.2.1 问卷调查法 7

2.2.2 信效度分析 7

2.2.3 分类统计 8

2.2.4 词云图 8

第三章 问卷设计与发放 9

3.1 问卷设计原则 9

3.2 问卷设计思路 10

3.3 问卷的发放 11

第四章 问卷数据统计与分析 12

4.1 问卷的信效度分析 12

4.1.1 问卷的信度分析 12

4.1.2 问卷的效度分析 13

4.2问卷的描述统计 13

4.2.1 调查对象的基本情况分析 13

4.2.2 校园用户手机消费影响因素分析 15

4.2.3 华为手机校园用户忠诚度分析 18

4.2.4 校园用户对华为手机的关注点分析 20

4.2.5 华为手机不足点分析 24

4.3 问卷的交叉分析 25

4.3.1 用户性别与不选择华为手机的原因交叉分析 25

4.3.2 用户居住地与更换手机的频率交叉分析 26

4.3.3 用户家庭收入与购买华为手机的渠道交叉分析 26

第五章、华为手机存在的问题及发展建议 28

5.1 华为手机存在的问题 28

5.1.1 系统有待优化 28

5.1.2 营销渠道不够丰富 29

5.1.3 售后服务有待改善 29

5.1.4 产品溢价 30

5.2 对华为手机发展的建议 31

5.2.1 研发出更加流畅的系统 31

5.2.2 拓宽营销渠道 31

5.2.3 改善售后服务 31

5.2.4 合理定价 31

第六章 总结与展望 33

6.1 已有工作 33

6.2 未来展望 33

参考文献 35

致谢 38

请支付后下载全文，论文总字数：26927字