Research On Women 's Business Phone Demand Based On KANO Model

In2013, China’s output of mobile phones reached1.46billion. Consumers were no longer simply by virtue of product awareness to buy cell phones and focus more on functionality and price/performance of the product itself. Achieving social interactions (mediated interaction) through mobile phones and other electronic media has become an indispensable part of daily life of the most urban people; cell phones as a communication resource, people used to it embodies-their differences in social networks and social capital, and the quick differentiation in customer groups render that original product localization, production strategies of mobile phone manufacturers does not meet the customer’s demand. Therefore, Phone makers are required to subdivide the mobile phone market and then re relocate the brand depending on the needs of different types of mobile phone customers.Meanwhile, the amount of domestic business women continues to increase. This group which has a higher income (and might also mean strong buy power), high IQ, high capacity, combining the conflict between business rational thinking and female perceptual thinking, and the conflict between Hale able image and soft stylish image, is no longer a niche market by any correct interpretation. The potential of their individual needs, might be the new markets of mobile phone industry.In order to explore the existence and characteristics of female business mobile market, this paper designed the survey questionnaires using Kano model technique, to survey the preferences for mobile marketing package, hardware and software primarily from a physiological, psychological and other aspects of business women and business male. Comparing the results data, following conclusions are mainly drew:Women business phone market does exist. Business women are apparently favorite to the features for women, such as "marketing positioning dedicated to professional women "," colorful cell phone casing","mobile phone can scent","phone shape slim", that proposed in this paper, than business men.For common office functions of business phone, business woman’s preference rankings are as follows:a smart operating system, clear camera and video features, operating system security, can easily send and receive e-mail, can back up contacts, text messages and other information to other location, network support3G or above, with video calling capabilities, support for writing OFFICE document.