Thesis On The Impact Of Mobile Phone Promotion On Consumer'Purchase Decisions

Because there is a rapid upgrading phenomenon in the mobile phone market,mobile phone products are facing very fierce market competition.In order to obtain more customer resources and achieve the goal of sales,mobile phone enterprises have made efforts in a variety of promotion methods.Many enterprises take this promotion method as an effective way to increase sales performance.However,the stimulation effect of these promotion methods to consumers needs further evidence.If these methods can not achieve good results,what kind of promotion methods should enterprises choose to use to improve their performance?This is also the problem that the management of mobile phone enterprises constantly think about.Based on the mobile phone product market survey,this study chooses consumer behavior as the main research direction,and analyzes the impact of sales promotion on consumers'purchasing behavior.The conclusions can help mobile phone enterprises to obtain reference for making marketing decisions.This paper first summarizes the literature,summarizes the current research situation at home and abroad,and on this basis,to carry out the investigation and research of mobile phone promotion methods.In this paper,the common means of interest free,price reduction and buy give promotion in mobile phone marketing are analyzed in depth to learn the impact of these promotion methods on consumers' purchasing behavior.In the form of questionnaire survey,581 questionnaires were distributed to mobile phone consumers,the latest survey data were collected and sorted out,and SPSS statistical analysis software was used to process the questionnaire data.Finally,the following conclusions were obtained:mobile phone products can obtain the most intuitive promotion effect through price reduction promotion method,which can bring enough attraction to consumers,and will give consumers a lot of benefits Consumers are stimulated by the purchase behavior,and the effect of price reduction and promotion on consumers is very significant.The effect of buy and give promotion on consumers' attraction,demand and purchase behavior is not obvious.Interest free installment can bring the impact on consumers' attraction and purchase behavior,but it can not affect consumers' demand.