大学生手机市场问卷调查报告1.doc

videoconference, Secretary of the provincial Committee of Xia Baolong stressed: this year is the "five water treatment" "357" timetables "for three years to resolve outstanding issues, obviously worked," victory of the year. The County's departments at all levels must firmly establish the "guanghui is gold and silver" green development concept, convinced that Castle is not relaxed, always maintaining strategic ability and strong determination to improve the environment, consistently playing well "five water treatment of" winning the war, ever-higher levels of comprehensive well-off society was built. (A) lay the sewage uphill battle. This year we will "river water quality improved at the county level, up to five" this basic objective grasp of pollution control that focus, with the focus on three things: a good job, "clear rivers" reaching the County created. Organization "look back" special inspection, the County garbage River, black and odorous River is "Dragnet" investigation, timely rectification of problems found in place firmly to prevent river pollution rebound. In accordance with the "one-stop strategy", improving the inferior five water quality monitoring stations work this year to ensure the Elimination of 1 provincial control, five water quality section 3 municipalities controlled deterioration, ensure the creation this year of "clear rivers" standards. Second, pay special attention to pollution-cutting construction of nanotubes. Intercepting nanotubes are the basis of pollution of water source engineering, engineering, matter of success or failure of water management. Urban sewage treatment, to improve "effluent from sewage treatment rate, running accuracy, compliance" requirement, speed up the town's support network construction, is focusing on nanotubes home "last meters" question. Domestic sewage treatment in rural areas, this year is the final year of the three-year action, determination to fight and the momentum around, ending the battle on which fully to ensure the realization of all County 648 formed village coverage. Also, be sure to attach importance to focus on rural domestic wastewater treatment facility operation and management, ensure that wastewater treatment facility up and running, role play, avoid the "Sun" problem. Third, pay special attention to the River Lake pond desilting operation. Provinces now have focused on pollution control of water go to "dig up mud", as the deepening water of this year's "plays". Next, to jump-start an investigation line touches work, implementation plan according to the priorities and the programme of work, in accordance with the "one river one policy" requires detailed cleaning, dredging plan, planning ahead of time cleaning out mud "way out", according to local conditions to do sludge, promote scientific resource utilization of silt and mud. (B) the heavy regulation of heavily polluting industries. Pollution of water must grab the source, wastewater is primarily the source of backward production capacity, increase the intensity of

湖北师范学院

大学生手机市场的问卷调查报告

20 13 ～20 14 学年第 1 学期

教学单位： 美术学院广告系
实验课程： 现代市场研究
专业班级： 广告1114班
小组组长： 王瑞芳
小组组员 : 王慧宇 翟海波 张静 何昌沛
调查时间：2013年11月24日—25日

一、 概述
随着手机市场首次购机比重的逐渐萎缩，每年近有2万多的入校新生入住湖北师范学院，他们将是以后首次购机人群稳定的主要组成部分。此外，大学生群居性、集中性购买的特点非常利于商家们进行季节性的重点促销，能得到更高的投入产出比；年轻人勇于尝试的个性化特点也给了一些手机中小品牌与大品牌竞争的机会。目前的大学生用户就是将来的中高端用户，抢占大学生市场，不但能提升现在的市场占有率。

（二）目的与任务
目前的手机消费市场,经过前几年的高速增长时期后,已基本达到饱和状态。而在手机消费者中,现今的大学生群体也已成为不可小视的一个较大的潜力市场。为了了解在大学生中手机的购买决策因素和手机的市场占有情况,以便能更准确地把握这一市场动向,从而在湖师进行了本次调研活动,并撰写相关报告。
1、通过对大学生手机消费情况调研，全面了解大学生手机消费的市场容量及其结构、质量、价格、品牌等内容以及市场相关市场情况，为手机销售商和手机制造商提供参考，同时为大学生对手机消费市场的开发提供一定的参考。
2、研究消费者的行为与心理，了解大学生的手机消费情况与习惯。
3、手机及手机的市场现状与潜力分析，了解手机在大学生使用中的结构及其潜在市场需求。
（二）主要调研方法：
1互联网上查找资料
2校园问卷调查法
3图书馆查阅相关资料
（四）
概述
1、 调查对象：在校大学生
2、 调查方式：本次问卷调查采取的是校园问卷调查，由湖师学生自主填写，收回有效问卷（ ），完成率44.4%，其中男性30%，女性70%。
二、 调查报告
为了了解手机在大学生中的普遍情况、使用效果以及消费情况，掌握手机在大学的销售情况和市场前景，我们对高校大学生的手机用户进行调查，了解大学生购买手机的渠道，使用状况及更换频率，把握大学生的购买偏好我们决定以大学生为调查对象，对校园里的手机市场作一次调查。
1、了解手机信息的渠道
为了促进本公司各项经营活动由事后管理向事前管理方式的转变，强化生产经营全过程控制，提高资金使用的计划性，特制定本管理办法，以增加公司资金运行的透明度treatment of heavily polluting industries. According to municipal, and municipal government deployment of seven big heavy pollution industry regulation "three years action plans", requirements to December 2016 end of Qian, all included shut stopped eliminated of enterprise all shut stopped eliminated in place; June 30, 2017 Qian, all included place regulation upgrade and agglomeration restructuring of enterprise by unified standard regulation in place, late not standard of enterprise are implementation discontinued; June 30, 2018 Qian, all intends Park production of enterprise relocation Park in place, late not Park of are discontinued. In the process of renovation, will focus on four aspects: to firmly close the high energy consumption and heavy pollution, hopeless enterprise governance and production lines, eliminated a number of yearly emission intensity, low value-added products of backward production capacity. Second, we must strictly enforce the space, total project "Trinity" environment access system, promoting industry access and environmental conditions of access of enterprises to the Park, industrial park, in principle, no longer the class on the new project. Thirdly, promoting replacement and reconstruction of heavily polluting industries, mergers and reorganizations, guide enterprises to energy conservation, recycling and low-carbon and clean production, and improve the level of green development. Four to establish a long-term supervision mechanism, increase the intensity of special inspections, investigate and punish the rectification is not in place, normal business of running anti-pollution installations do not. (Iii) linkage to promote flood control water, drainage, water supply, improving water saving. Speed up cross Yang support river dike reinforcement, and along Pu seawall except insurance reinforcement, and Lake Qian sluice, and BA Cao sluice, and cloud cover reservoir, focus flood control drainage engineering construction, vigorously implementation "strong library" "solid di" "spread row" engineering, increased geological disaster hidden points governance efforts, solid advance small basin torrent disaster governance, efforts from essentially solution basin sex, and regional flood control drainage capacity insufficient of problem. Vigorously implement the piers, algae and other water sources protection and, promoting rural drinking water safety projects, setting up water pricing reform and environmental protection mechanism, guiding water depth. Further soil pollution and repair, strengthen agricultural non-point source pollution prevention, mountain, water, forests, fields, lakes, various elements mutual long. Four, manage to tighten control, to play "three to split" battle. Xia Baolong, Secretary of provincial party Committee stressed that while the "three to split" operation time is over three years, but "three to split" must continue to catch on, and resolve a split cannot be changed. All localities and departments to the village and "no unauthorised" created

据调查统计，大部分消费者是通过网络了解手机的信息，仅少部分消费者通过电视、报纸、宣传单等媒介了解手机信息。随着互联网信息的迅速，网络媒体能够更全面、更具体的反映手机市场的讯息，且方便快捷，因此作为大学生而言他们更青睐与网络搜集手机购买信息，而大学生身处学校，对于其他如电视、报纸等媒体夫人接触反而较少。
 2、 购机地点

调查发现，很多新生都是在学校里的移动、联通、电信里购买了话费绑定手机，它的价位便宜又有智能功能。也有一部分人去了专卖店，信誉度高，手机售后服务也不错，因而容易赢得消费者的认可和接受。相反，网上订购虽方便快捷，有一定的价格优势，诚信却得不到保证，维修起来也较困难，因此大学生更愿意到手机商场或是品牌专卖店购买手机。

3、对手机的需求性

据数据表明,55%的消费者人对手机的需求一般，仅把手机作为基本的通讯工具，其作用就发短信打电话，与家人朋友维持基本的联系及交际需要，而40%的消费者认为手机集打电话，发短信，娱乐，上网，聊天、拍照于一体，再他们生活中起着不可忽视的作用。
4、选择手机考虑的主要因素

根据调查显示，在学生市场份额排名靠前的品牌中，学生市场份额偏高的品牌苹果（ ％）、三星（ %）、小米（ %）华为（ %）其他，这几个品牌无一例外都是主要以中低端机冲击市场，目前国产品牌在学生市场中认可度也在不断提高。众多手机厂商与经销商都认为中低价位款式造型又比较时尚的手机就是学生手机，但是这是否就成为学生的最佳选择，是否就能够真正满足学生的潜在需求了呢？下面我们对学生消费群的特点来做一分析，或许我们能够发现什么。

选择手机品牌的因素图

    调查发现，大部分消费者对质量的要求最高，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，由于大学生都是年轻人，他们对手机的外观款式要求也较高，其次是功能的实用性，大学生更关注对当前时尚、信息的把握，特别是上网、音乐、拍照等功能的要求性较高。

5、 更换手机的频率及原因及更换手机的频率
选项
比例
≤6个月
0%
1年
25%
1年半
15%
2年
40%
≥2年
20%

据统计，40%的消费者更换手机的频率为2年左右，而更换手机的原因大部分是因为质量出现问题。大学生作为一个特殊的消费群体，并无独立的经济能力，因此他们的手机使用的手机使用期限会较长，一旦出现质量问题，手机无法使用才回去更换手机。
6、未来购买倾向
选项
比例
智能手机
85%
音乐手机
5%
拍照手机
0%
普通手机
10
调查发现，绝大部分消费者更倾向于购买一部智能手机，智能手机功能齐全，尤其是上网、娱乐、购物等功能一应俱全，为许多大学生提供了方便，也符合大学生求新求异的心理特征。而且随着经济的发展，家庭收入的增加，大学生的购买力增强，进一步加强了他们消费的信心。
三、 总结
随着社会生活环境的改变，人们的消费结构也在不断发生着变化，消费对象也在时刻发生着转移，大学生作为整个消费群体中的一个特殊群体，不再是只套呆在“象牙塔”里读书的传统形象，而是正在更多地融入社会，对手机消费的追求已逐渐成为大学生中的一种新时尚。
目前手机市场品牌和机型繁多，各个品牌之间的市场营销策略手段等各有不同。通过这次调查可以发现，真正能得到大学生消费群体欢迎的手机是那些性能、质量、外观等过得硬的手机。虽然品牌也有一定的影响力，但是一款性能出众，质量过硬，外观大方的手机总是能得到大学生的认可的。而现阶段国产手机需要完善自我，树立品牌，才能和名牌手机进行竞争。