Research On Customer Purchase Preference Of Smartphone Based On Conjoint Analysis

Smart phone market is still a strong potential market.The competition in this market is very intense,smart phone brand recognition,product quality,design,functional applications,such as the characteristics of the price,the consumer will make the purchase decision factors.In the modern consumer oriented marketing activities,if the enterprise wants to win in the fierce market competition,must be good at grasping the psychological needs of consumers.Through the analysis of the consumer's purchase preference,enterprises can better understand the consumer psychology.Fully understand the behavior of consumers in the purchase of smart phones,to understand their consumer psychology,in order to effectively grasp the consumer,successfully occupy and expand market share.From the perspective of practical significance,this paper analyses the intelligent mobile phone consumer motivation and consumption patterns,to develop intelligent mobile phone maximum value in the minds of consumers,on the other hand,for the day after the intelligent mobile phone manufacturers will this kind of analysis method is extended to the analysis of other market segments provides a demonstration effect.From the theoretical point of view,this paper uses conjoint analysis to analyze the psychology of consumer preference,which is helpful to the application and development of conjoint analysis.Through the analysis of conjoint analysis,we can get the preference of product attributes for consumers.This can not only help enterprises to research and develop new products,but also enable enterprises to simulate the market share of the products through constant adjustment of attributes matching.When the product homogenization is getting more and more serious,the precise product attribute collocation can better cater to the market.The content of this paper includes five parts.The first part is introduction.It mainly introduces the background and significance of the intelligent mobile phone consumer preference research,review on consumer preference and the combination analysis of the research results at home and abroad,expounds the research purpose,research contents and thesis structure.The second part is related theory research.This paper expounds the theoretical basis of this paper,including the consumer purchasing behavior and its main measurement methods,the theory and application of conjoint analysis.The third part is the introduction to the theory and application of conjoint analysis.The fourth part is the combination of design and analysis of intelligent mobile phone consumer preference,design,questionnaire for virtual product by the method of orthogonal design simulation,sampling design,data collection and recycling questionnaire.The fifth part is the conclusion,summarizes the main conclusions and innovations of the paper,and puts forward the deficiencies and the content to be studied.