Application Of Zmet In Consumer Mental Models On Smart Phone

The research on consumer behavior and marketing theory is an extremely important part of any marketing strategy.Planning and designing, are required to establish on the full grasping of consumer behavior. How to use an accurate consumer behavior to marketing, and meet or exceed the expectations of consumer psychology is the key to success in business. The traditional consumer behavior survey methods often can only get the surface of the consumer’s psychology, However,whether the respondents are truly speak their mind, will determine the accuracy and success of the survey.In this study, for such a high degree of uncertainty, the previous survey method is abandoned,while a new methodology-ZMET technology is used to explore consumers’ mental models. First, ZMET technology and related theories are analyzed, then based on the case and information, ZMET technology implementation process is restored and used in smart phones the process of building mental models of consumers.Finally, using the the data to design the market marketing on the smart phone.According to RPII scales,10respondents who have high degree of involvement involved in the smart phone are selected.First,they are asked to find some pictures about the research topic.Then they should honestly answer the questions which are asked by the author, while the author use ISM method to build consensus of all the respondents personal map.Finally,according to the consensus map and questionnaire data, intelligence mobile marketing strategy are designed from four parts which are product strategy, pricing, distribution and promotion.The study find that the convergence of value-conscious consumers include nine groups "comfortable life","achievement","social certainty","happy","true friendship","inner harmony","pleasant.""exciting life","family security".These groups are the major factors which will impact on the consumers who use smart phone.Therefore, this study will combine the map of the consensus analysis and relevant information, design and improve the smart phone’s marketing strategy from product strategy, pricing strategy, distribution strategy, promotion strategy four dimensions. The consumers’ ideas and feelings from the consensus map can also provide advertising creative strategic and marketing strategy for companies.