手機(jī)應(yīng)用深圳市場(chǎng)調(diào)查

上書房咨詢 2016-04-28 16:08:58

一、項(xiàng)目介紹·······················································4

（一）項(xiàng)目背景·······························································4
（二）研究目的·······························································4
（三）研究內(nèi)容·······························································4
（四）研究設(shè)計(jì)·······························································5
二、項(xiàng)目報(bào)告·······················································8
（一）項(xiàng)目執(zhí)行情況匯報(bào)······················································8
1、項(xiàng)目前期溝通···························································8
2、項(xiàng)目調(diào)研階段···························································8
3、項(xiàng)目報(bào)告階段···························································8
4、項(xiàng)目質(zhì)量控制···························································8
5、樣本復(fù)核·······························································9
（二）目標(biāo)人群市場(chǎng)研究報(bào)告··················································9
1、目標(biāo)人群甄別···························································9
2、目標(biāo)人群需求研究······················································15
3、目標(biāo)人群對(duì)新產(chǎn)品態(tài)度研究··············································22
4、目標(biāo)人群消費(fèi)習(xí)慣研究··················································31
5、目標(biāo)人群媒體接觸研究··················································36
（二）類似應(yīng)用二手資料分析·················································40
1、類似應(yīng)用市場(chǎng)整體需求分析··············································40
2、類似應(yīng)用產(chǎn)品定價(jià)與策略···············································41
三、研究建議······················································44
（一）預(yù)研發(fā)產(chǎn)品市場(chǎng)需求···················································46
（二）預(yù)研發(fā)產(chǎn)品認(rèn)可度·····················································47
（三）預(yù)研發(fā)產(chǎn)品盈利模式和投資回報(bào)率分析····································49
（四）預(yù)研發(fā)產(chǎn)品銷售渠道和模式分析··········································50
（五）預(yù)研發(fā)產(chǎn)品改進(jìn)意見····················································51
四、附錄··························································55
（一）手機(jī)應(yīng)用調(diào)查問卷··········································55
（二**投資集團(tuán)手機(jī)應(yīng)用調(diào)查問卷錄入原始數(shù)據(jù)······························55

一、項(xiàng)目介紹

（一）研究背景

深圳**投資集團(tuán)有限公司（簡(jiǎn)稱：**投資集團(tuán)）是一家集投資、供應(yīng)鏈管理、互聯(lián)網(wǎng)及IT軟件、動(dòng)漫產(chǎn)業(yè)等為一體的綜合性集團(tuán)公司。
現(xiàn)由于市場(chǎng)開拓需要，預(yù)研發(fā)一款集桌面美化和一些交互娛樂功能為一體的手機(jī)應(yīng)用。然在應(yīng)用開發(fā)之前，缺乏對(duì)目標(biāo)消費(fèi)群以及對(duì)陌生市場(chǎng)領(lǐng)域的了解，所以委托上書房信息咨詢公司進(jìn)行本次市場(chǎng)研究。

（二）研究目的

根本目的：

——通過市場(chǎng)調(diào)研，了解預(yù)研發(fā)的應(yīng)用是否能夠符合市場(chǎng)需求，并探索可行的商業(yè)運(yùn)營模式，特需要一些實(shí)際的市場(chǎng)調(diào)研數(shù)據(jù)為最終的決策提供科學(xué)的依據(jù)。

具體目的：

Ø 了解目標(biāo)客戶群對(duì)未知市場(chǎng)認(rèn)可度的問題；
Ø 了解目標(biāo)客戶群以探索分析盈利模式和投資回報(bào)率；
Ø 了解目標(biāo)客戶群以分析銷售渠道和模式；
Ø 了解目標(biāo)客戶群特征；
Ø 了解市場(chǎng)上類似手機(jī)應(yīng)用的市場(chǎng)規(guī)模及營銷模式。

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