手機應(yīng)用深圳市場調(diào)查

上書房咨詢 2016-04-28 16:08:58

一、項目介紹·······················································4

（一）項目背景·······························································4
（二）研究目的·······························································4
（三）研究內(nèi)容·······························································4
（四）研究設(shè)計·······························································5
二、項目報告·······················································8
（一）項目執(zhí)行情況匯報······················································8
1、項目前期溝通···························································8
2、項目調(diào)研階段···························································8
3、項目報告階段···························································8
4、項目質(zhì)量控制···························································8
5、樣本復(fù)核·······························································9
（二）目標人群市場研究報告··················································9
1、目標人群甄別···························································9
2、目標人群需求研究······················································15
3、目標人群對新產(chǎn)品態(tài)度研究··············································22
4、目標人群消費習(xí)慣研究··················································31
5、目標人群媒體接觸研究··················································36
（二）類似應(yīng)用二手資料分析·················································40
1、類似應(yīng)用市場整體需求分析··············································40
2、類似應(yīng)用產(chǎn)品定價與策略···············································41
三、研究建議······················································44
（一）預(yù)研發(fā)產(chǎn)品市場需求···················································46
（二）預(yù)研發(fā)產(chǎn)品認可度·····················································47
（三）預(yù)研發(fā)產(chǎn)品盈利模式和投資回報率分析····································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)品改進意見····················································51
四、附錄··························································55
（一）手機應(yīng)用調(diào)查問卷··········································55
（二**投資集團手機應(yīng)用調(diào)查問卷錄入原始數(shù)據(jù)······························55

一、項目介紹

（一）研究背景

深圳**投資集團有限公司（簡稱：**投資集團）是一家集投資、供應(yīng)鏈管理、互聯(lián)網(wǎng)及IT軟件、動漫產(chǎn)業(yè)等為一體的綜合性集團公司。
現(xiàn)由于市場開拓需要，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應(yīng)用。然在應(yīng)用開發(fā)之前，缺乏對目標消費群以及對陌生市場領(lǐng)域的了解，所以委托上書房信息咨詢公司進行本次市場研究。

（二）研究目的

根本目的：

——通過市場調(diào)研，了解預(yù)研發(fā)的應(yīng)用是否能夠符合市場需求，并探索可行的商業(yè)運營模式，特需要一些實際的市場調(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 了解目標客戶群對未知市場認可度的問題；
Ø 了解目標客戶群以探索分析盈利模式和投資回報率；
Ø 了解目標客戶群以分析銷售渠道和模式；
Ø 了解目標客戶群特征；
Ø 了解市場上類似手機應(yīng)用的市場規(guī)模及營銷模式。

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