[[alternative]]The Marketing Research Smartphone Purchase of College Student

[[abstract]]科技的發達使得電子產品不斷推陳出新，成為人類日常生活上必備的工具，手機更是不在話下，隨著時代與科技的演變，現代的手機不再以傳統功能型為導向，更加強調多媒體影音生活，使得智慧型手機使用者日益增加，根據IDC的資料顯示，2012年全球智慧型手機出貨量約為7.2億支。顯示智慧型手機逐漸成為人們生活中的一部分。本研究針對台灣的大學生進行研究，探討年輕族群對智慧型手機訴求、購買前的考量因素。本研究結果如下： 1.高價位消費群注重智慧型手機的解析度、優惠較多的促銷方案。 2.低價位消費群注重智慧型手機的上網速度、回饋金較多的促銷方案，注重通路商的店面外觀、印象。 3.未消費過智慧型手機的消費群注重手機的螢幕大小，通路商店面的服務好壞、良好形象。 4.各消費群共通重視智慧型手機的內建記憶體容量、薄型款式、功能介面簡單易懂、畫素高、CPU高，注重通路商銷售產品的品質。 Technological advancement makes electronic product innovation. Become a human essential tool for everyday life Phone, let alone. With the evolution of the times and technology. The modern mobile phones are no longer the traditional functional orientation, greater emphasis on multimedia life, Allows smartphone users increasing. According to IDC data show, 2012 global smart phone shipments of approximately 720 million. Display smartphone has become a part of people's lives. In this study, students conduct research in Taiwan. Discussion on smartphones younger demands considerations before buying. The results are presented as follow: 1.High-priced consumers focused on the resolution of the smartphone, more promotion program. 2.Low-price consumers focused on the internet speed of the smartphone, more feedback program, store appearance and impression. 3.Not spending consumers focused on the screen size of the smartphone, good service and good store image. 4.All consumers focused on the memory capacity, volume, function interface, pixel, CPU of the smartphone, and store selling quality products