Marketing Advice For Smart Home In Fuzhou Based On Consumer Behavior Survey

The development of Smart Home has experienced its infancy stage since the world's first intelligent building Home Furnishing settled in Connecticut in the United States in 1980s.Now,it has been in China for more than 20 years,it has experienced a long and tortuous road of development from entering to be understood.The future will be nice,but its development is not good enough as expected.So,I summed up the relevant information on consumer behavior,consumer purchase intention,business marketing,analyzed the political and economic environment of intelligent Home Furnishing,summed up the factors that may affect the consumer purchase intention,and then designed variables,released through the network.Trying to outline the decision-making characteristics of consumers to buy smart Home products through the statistical analysis of the data platform,and suggestions for Smart Home enterprise management:in case the market environment of low awareness,improving the product and brand awareness for the purpose of marketing strategy will be helpful to the development of Smart Home.My paper take Fuzhou as an example,the results of the study show that:The individual consumer characteristics,product factors,perceived usefulness,perceived ease of use,perceived value,perceived risk will influence consumer purchase intention;Different Consumers have different cognition and purchase intention for Smart Home.My paper will analyze both the purchase intention factors and the different consumer demand of different consumer,and then propose practice direction for Smart Home,as theoretical guidance for the early stage of enterprises.