Nokia--Market-research

introductionSurveyTime:November20,2010-December1,2010Informant:TianFuCollegestudentsSurveyModes:observationmethod,focusgroup,questionnaireSurveyobjectivesInordertounderstandtheNokiacellularphoneintheuseofcollegestudents,Mastermobilephonesalesintheuniversity，Thisarticlebyquantitativeandqualitativeresearch,AnalysesthePurchasemotivationforcollegestudents,andfountoutthereason,provideapredictableenvironmentfortheNokiavendorsmarkers.Surveymethodsgroupmembersdiscussionthethemofquestionnairedesign,andwrittenform.groupmembersshoulddoobservationandgroupdiscussionswhilemakingquestionaries.Afterinvestigation,analyzeandcollationofdata.NokiamarketanalysisConsumerpsychologicalmotivationanalysisBrandawarenessbrandimagePriceanalysisPromotionsConsumerpsychologicalmotivationanalysisBrandawarenessbrandimageproductattributesEnterpriseimagebrandpersonalityPriceanalysis1000以下,341000-2000元,532000-3000元,2630000元以上,601020304050601000以下1000-2000元2000-3000元30000元以上Promotions渴望促销方式57203390102030405060现场打折购买赠话费送相关配送抽奖活动系列1月生活费20761921101020304050607080500元以下500-1000元1100-2000元2100-3000元3100-4000元4100-5000元ObjectivefactorsAppearancefashionColordiversityPowerfulWidepricechooseSubjectivefactorsNowmobilephoneisthemostimportanttoolinourdailylife,it’sthelinkwithourfamilyandfriend.It’snecessaryforeverybody.SubjectivefactorNokiahavelotsofstylesandthewidepricechoosefromsevral?00to?0000FriendsandclassmatesallsayNokiaisgoodTheself-imageNowstudentswanttochasingthefashion.Wanttobeoneoftheleadersofnewfasionstyle,Nokia’sbrandimageaccordwithourself-imagePlace&ConsiderationMoststudentswanttobuymobilephoneinformalmallRandomConsiderPeoplethinkNokia’safter-salesserviceisbetterthanothercompetitors三.ThesurveyfoundFirst,accordingtoasurveyoftargetconsumers,theconclusionsis:1.Nokia'sbrandimageiswell-matchedtocollegestudents’Self-image,ThiswillhelpNokiaachievegreatermarketshareincolleges.2.Wordofmouthhasapositiveeffectinthepurchaseoftheproduct3.Aproductleaderintheindustry,musthavedifferentstrategiesfordifferentconsumergroups.1.NokiamobilephonesdonotsupporttheSIMcardofotherdevices:Manysmartphoneshaveobviousflaws,suchas,theSMIcardtransferredfromotherphonescannotdisplaythenameonthecard,mustcopyallthenumbersonthecardtothephone,itcanbedisplayed.2.NokiasmartphonecannotAutomaticSwitcher:SometypesofNokiamobilephonedoesnotcomewithAutomaticSwitcherfunction,manyuserthinkitisveryinconvenient.3.Phonecomeswithlittlesoftware,Manysmartphoneneeduserstodownloadthesoftware.suchasQQ，Stocksoftware，browserSecond,thesurveyalsofoundNokiahasfollowingproblems:4.Someofthekeyboardistoocrowdedandsmall,whenpressthekeyboardisnotconvenient,phonecallsandsendmessagesareveryslow.5.Itiseasytofreezesup6.Supportveryfewthird-partysoftware7.SometimestheresponseisveryslowSolvingmeasuresTechnology1.perfectinsufficient2.innovationDesign1.meticulous2.reasonableSolvingmeasuresCooperation1.associationbetweenstrongenterprises2.win-winMarketsegment1.Typesofconsumers2.Consumers'purchasingpowerSolvingmeasuresPriceAfter-salesservice1.Theguaranteedrepair2.Theguaranteereplacement3.Theguaranteedreturn4.Acceptconsumers'commentsSolvingmeasuresMarketsurvey1.WhatkindofinformationisCustomersneed?2.WhyCustomersneedtheseinformation?3.Customersusethisinformationtodowhat?