Research On Segmentation Strategy For Smartphone Market Of College Students

With the upgrading of the mobile Internet technology,the smartphone market is developing very fast,especially in the era of artificial intelligence and Internet of things,it will be booming,which contains the important strategic significance and has huge market potential.The college students are stronger and stronger consumer spending power,which are easy to accept new products and services and in a critical period of building brand preference,the significance of college students market is self-evident.However,the competition of each smartphone manufacturer is increasingly fierce,and the homogenization of smartphone products with similar price strategy is serious,so carry out efficient marketing strategy is difficult.Through effective market segmentation can quickly identify and discovery target consumers,and formulate corresponding marketing strategy according to different characteristics of consumers.Which help smartphone manufactures implement differentiation marketing and occupy college students market rapidly.Firstly,this paper makes a deep analysis of the smartphone market from the perspective of concept and history,brand,development trend,market condition and market characteristics of college students.Second,college students' consumer insight,through depth interview method to discover the stimulation of consumer buying motivation factors,identified 20 core variables,and use questionnaire to investigate and collect data.Again,use collected data in factor analysis and obtain "basic function","strong performance","design","the effect of advertising and people around you" and "features" five factors.Finally,on the basis of the five factors jointly with the college students consumer's consumption concept and gender as segmentation variables,segment the college students market through clustering analysis to "base","geek","personality type","mass following type" and "appearance preferences" five kinds of market segments.Therefore,it provides theoretical basis for the identification and discovery of target college students and the specific marketing strategies and suggestions for the market segmentation of college students.