苹果手机市场需求分析报告.docx

1、苹果手机市场需求分析报告苹果手机市场需求分析报告成都信息工程学院银杏酒店管理学院 系别专业 工商系人力资源管理 实验课程 市场营销学 指导教师 张宇 组 别 学生姓名 黄婷、旦松、陈小慧、杨丽兵 班 级 人力2班 学 号 2012521195、 2012521187、2012521184、2012521223 分 数 cross the boundaries of life and death, emerged in a number of advanced collectives and advanced individuals and spreading relentlessly, to

2、bear positive energy. According to preliminary statistics, 2014, rural economic revenue up 31.32 million Yuan, more last year net 5.84 million Yuan, growth 22.92%; farmers per capita net income reached 3516 Yuan, more last year net 756 Yuan, growth 27.39%; harvest crop total acreage completed 17395

3、acres, completed rate for 107%; size livestock stock for 15,300 head/only, than last year growth 3,700 head/only, growth for 31.9%; meat total for 347 tons, Last year 24 tonnes, an increase of 7.4%. (D) strengthening and improving party building. Party manage the party, strictly administering the pa

4、rty policy, strengthen the partys ideology, organization, system, style, and fighting corruption and upholding integrity, constantly advancing the scientific level of party building. One is to strengthen the construction of grass-roots party organizations and innovation. According to the provincial

5、Committee 8433 work requirements, to promote the construction of service-oriented party organization to further standardize the party organizations to set up and manage, all upgraded to branches of rural party branches, after completing the upgrade of the by-election, grass-roots organizations set u

6、p full coverage was achieved; On rural party organizations are weak and lax, a contact lead, a renovation programme, one team 3 1 measures to promote the transformation of their improvement; Continuously strengthen the position, organization, funding, team four guarantees in promoting grass-roots pa

7、rty organizations, Jin upgrade; Timely and full payment 苹果手机市场需求调查报告 实验项目 2013.5.18-2013.成都 实验时间 实验地点 实验组长 5.28 黄婷、旦松、陈小慧、杨丽兵 小组成员 实验目的及要求 本次调查希望达到目的:全面深入了解红光苹果iphone用户及其使用iphone的具体行为，为其他手机商提供参考依据及策略支持 实验内容及使用主要设备 一、实验设备(环境) 1、计算机 2、沙盘资料 3、凭证、账表等 4、点钞练功券 5、其他 二、实验 1设计调查问卷的设计。 2市场调查将本小组4位成员分为两组分别到选定的

8、地点进行市场调查共需三天完成。 3位小组成员一起到联想专卖店进行实地访谈。 4整理分析对调查问卷的结果。 5组织成员分工协作开展进一步的详细分析。 6总结分析结果撰写调研报告 cross the boundaries of life and death, emerged in a number of advanced collectives and advanced individuals and spreading relentlessly, to bear positive energy. According to preliminary statistics, 2014, rural e

9、conomic revenue up 31.32 million Yuan, more last year net 5.84 million Yuan, growth 22.92%; farmers per capita net income reached 3516 Yuan, more last year net 756 Yuan, growth 27.39%; harvest crop total acreage completed 17395 acres, completed rate for 107%; size livestock stock for 15,300 head/onl

10、y, than last year growth 3,700 head/only, growth for 31.9%; meat total for 347 tons, Last year 24 tonnes, an increase of 7.4%. (D) strengthening and improving party building. Party manage the party, strictly administering the party policy, strengthen the partys ideology, organization, system, style,

11、 and fighting corruption and upholding integrity, constantly advancing the scientific level of party building. One is to strengthen the construction of grass-roots party organizations and innovation. According to the provincial Committee 8433 work requirements, to promote the construction of service

12、-oriented party organization to further standardize the party organizations to set up and manage, all upgraded to branches of rural party branches, after completing the upgrade of the by-election, grass-roots organizations set up full coverage was achieved; On rural party organizations are weak and

13、lax, a contact lead, a renovation programme, one team 3 1 measures to promote the transformation of their improvement; Continuously strengthen the position, organization, funding, team four guarantees in promoting grass-roots party organizations, Jin upgrade; Timely and full payment 实验结果(结论) 通过为期十天的

14、调查，调查显示: 1、70.5%的用户年龄分布在18-30岁之间 2、55.6%的用户学历在本科及以上 3、54.1%的用户来自二线及以上城市，其中从事小时职业用户比例最大为14.1% 4、51.4%的用户的职位为普通员工 5、47.5%的用户现在使用的是iphone4 16GB 6、25%的用户通过中国联通营业厅购买iphone 7、62.5%的用户使用中国移动服务，37.5%使用中国联通服务 8、44%的用户月资费水平较低，在100元以下 9、使用这一般使用时间为3-6个月 经过调查，对苹果手机的市场需求报告可从两个方面入手: 一:苹果iphone用户基本属性研究 1、性别特征:其中男性用

15、户达到81.7%，而女性用户却不及两成，可能与手机功能和外观有关。但随着苹果白色iphone4的上市吧，女性用户呈上升趋势 2、年龄特征:在调查中，使用者年龄70.5%在18-30岁之间，平均年龄24岁左右。31-45岁也占两成，这部分人多为中层及以上管理人员，收入水平较高 3、学历特征:在苹果用户中，55.6%用户拥有本科及以上学历，可见苹果用户具有高学历特作。而专科拥有27.7%，不足三成，高中及以下则为16.7% 4、地域特征:54.1%的用户居住在或来自二线及以上城市，与信息的传播，时尚的传播等有关，而县城、乡镇及农村的用户不及10% 5、行业特征:14.1%的用户从事的是销售行业;技

16、术从业人员为10%;从事其他行业的用户比例均在10%以下，其中从事行政、人事、自由行业与学生群体的比重比较大 6、职位特征:用户中普通员工的比例比管理人员高出2.8%，管理人员中基层管理人员占25.2%,其次是中层管理人员占两成，高层管理人员比较低 二、用户使用iphone基本情况研究 1、所用iphone型号分布:使用iphone 4s的用户最多占47.5%，其次是iphone 4占11.2%，其他 苹果新一代手机的比例都在10%以下，可见最新产品的使用这速度增长快 2、苹果iphone购买渠道:63.3%的用户使用的是行货产品，通过中国联通购买占25%，通过苹果直销店占17.5%，通过各种

17、官方渠道占20.9%;通过水货以及国外渠道占25%但仍超过苹果直销，可见cross the boundaries of life and death, emerged in a number of advanced collectives and advanced individuals and spreading relentlessly, to bear positive energy. According to preliminary statistics, 2014, rural economic revenue up 31.32 million Yuan, more last yea

18、r net 5.84 million Yuan, growth 22.92%; farmers per capita net income reached 3516 Yuan, more last year net 756 Yuan, growth 27.39%; harvest crop total acreage completed 17395 acres, completed rate for 107%; size livestock stock for 15,300 head/only, than last year growth 3,700 head/only, growth for

19、 31.9%; meat total for 347 tons, Last year 24 tonnes, an increase of 7.4%. (D) strengthening and improving party building. Party manage the party, strictly administering the party policy, strengthen the partys ideology, organization, system, style, and fighting corruption and upholding integrity, co

20、nstantly advancing the scientific level of party building. One is to strengthen the construction of grass-roots party organizations and innovation. According to the provincial Committee 8433 work requirements, to promote the construction of service-oriented party organization to further standardize

21、the party organizations to set up and manage, all upgraded to branches of rural party branches, after completing the upgrade of the by-election, grass-roots organizations set up full coverage was achieved; On rural party organizations are weak and lax, a contact lead, a renovation programme, one tea

22、m 3 1 measures to promote the transformation of their improvement; Continuously strengthen the position, organization, funding, team four guarantees in promoting grass-roots party organizations, Jin upgrade; Timely and full payment 水货市场给苹果销售带来冲击 3、用户使用iphone时间长度:61.3%的用户使用在6个月及以下，23.8%使用在6-12 个月之间，仅

23、有14.9%的用户使用在1年以上 4、苹果用户使用的运营商业务:62.5%的用户使用中国移动通信业务，仅有37.5%用户使用的为中国联通通信业务，这跟2G时代中国移动用户基数有关。使用移动业务其中与3G沃签约有65.2%，使用联通业务，其中90%以上与3G沃签约 5、苹果用户月资费分布:44%用户月资费低在100元以下，27.7%用户月资费在100-150元之间，11.4%用户月资费在150-200元之间，月资费在200元以上的用户为16.9%不及两成 6、苹果月资费与职位交叉分析:39.4%用户为普通员工月资费50-100元之间，其中基层管理员占34.9%;29.9%用户为中层管理人员月资费

24、100-150元之间;23.6%用户为高层管理人员月资费150-200元之间 指导老师评价 成绩评定: 签名: 工商管理系实验总结 课程名称: 人力资源管理2学号 指导教师 张宇 2012521195 姓名 黄婷 专业、班级 班 cross the boundaries of life and death, emerged in a number of advanced collectives and advanced individuals and spreading relentlessly, to bear positive energy. According to preliminar

25、y statistics, 2014, rural economic revenue up 31.32 million Yuan, more last year net 5.84 million Yuan, growth 22.92%; farmers per capita net income reached 3516 Yuan, more last year net 756 Yuan, growth 27.39%; harvest crop total acreage completed 17395 acres, completed rate for 107%; size livestoc

26、k stock for 15,300 head/only, than last year growth 3,700 head/only, growth for 31.9%; meat total for 347 tons, Last year 24 tonnes, an increase of 7.4%. (D) strengthening and improving party building. Party manage the party, strictly administering the party policy, strengthen the partys ideology, o

27、rganization, system, style, and fighting corruption and upholding integrity, constantly advancing the scientific level of party building. One is to strengthen the construction of grass-roots party organizations and innovation. According to the provincial Committee 8433 work requirements, to promote

28、the construction of service-oriented party organization to further standardize the party organizations to set up and manage, all upgraded to branches of rural party branches, after completing the upgrade of the by-election, grass-roots organizations set up full coverage was achieved; On rural party

29、organizations are weak and lax, a contact lead, a renovation programme, one team 3 1 measures to promote the transformation of their improvement; Continuously strengthen the position, organization, funding, team four guarantees in promoting grass-roots party organizations, Jin upgrade; Timely and fu

30、ll payment 近年来随着中国经济的快速发展人民生活水平的提高，人民对于手机的要求也日益提高。而市场上也出现了各种系列产品也，苹果一直对中国市场颇为关注，我们主要以成都市场研究，最近也推出了几款好的产品。但毫无疑问随着三星，HTC等品牌的打入经济全球化，浪潮得到来和台系品牌的崛起这都给苹果带来了不小的挑战。而这些也毫无疑问将使中国市场竞争加剧甚至达到白热化。苹果应做些什么来巩固和开拓自己在中国这一市场上的地位，这就成了苹果人必须考虑的事情。 也正是怀着对这一问题的疑问我们开始了此次的调研。本次调研的时间从 2013 年 5月 18日开始截止到 2013 年 5 月 28日。本次调研活动我

31、们采用调查问卷法 、访谈法收集一手资料，我们在成都选取六个地点共发放问卷 180 份。同时我们还通过因特网收集大量与项目相关的二手资料以配合我们的调研工作的高效完成。我们选取的六个地点是随机抽取的。它们是西华大学、青羊区、金牛区、西南交通大学新校区、四川科技职业学院、成都理工大学广播影视学院。我们在校园内采取随机抽样的方法发放问卷，本次共发放问卷 180 份 回收 176 份。有效率为 97.78 调查对象中男生 81 人、女生 95 人。为了进一步了解苹果在成都的消费情况，我们还到一些苹果专卖店去了解有关信息。总之，我们的选取还算是科学合理的。 本次调研一共有4人完成。我负责苹果在成都电脑市

32、场销售状况分析，陈小慧负责成都电脑需求分析黄婷负责苹果在成都电脑市场上的竞争者分析，杨丽兵负责苹果在成都电脑市场上的SWOT分析，我们四个共同负责苹果拓展成都电脑市场的发展机会与进一步开拓除了构成调研内容的那四个个部分由各组员单独完成之外最后一个部分和剩下的工作均由本组四位成员共同完成的。但由于时间的仓促我们收集资料的渠道与方式有限以及我们本身知识结构与社会经验的局限性等原因导致我们此次调研必然有其本身不可避免的局限性。有不足之处还望大家海涵。 cross the boundaries of life and death, emerged in a number of advanced collectives and advanced individuals and spreading relentlessly, to bear positive energy. According to preliminary statistics, 2014, rural economic revenue up 31.32 million Yuan, more last year net 5.84 million Yuan, growth 22.92%; farmers per capit