作　　者： (何军红）; (骆桂平）;

机构地区： 广东工业大学管理学院

出　　处： 《学术前沿》 2017年第17期123-126,共4页

摘　　要： 随着我国经济的高速发展和科技的进步,新产品更新换代的速度得到大幅提升,特别是在手机行业里,企业间的竞争尤为激烈,企业只有充分掌握消费者需求与行为特征,才能在激烈的市场竞争中取胜。本文采用实证研究方法,从消费者行为的角度探讨影响消费者手机购买行为的因素,并据此为手机企业的营销工作提出相应建议。 With the rapid development of China＇s economy and the progress of science and technology, the speed of new product upgrading has been greatly improved, especially in the mobile phone industry, the competition among enterprises is extremely fierce. Only when the enterprises have sufficient knowledge of consumer demand and behavior, can they beat the competitors in the market. This paper adopted an empirical research method to discuss the factors that affect the purchase of mobile phones from the perspective of consumer behaviors, and accordingly offer suggestions to the mobile phone manufacturers on marketing.

关 键 词： 手机 消费者行为 结构方程 营销策略