The Study of Smart Phone in Marketing Strategy：For Middle School Teachers

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Title:	The Study of Smart Phone in Marketing Strategy：For Middle School Teachers
Authors:	Chang, Ya-Ping
Contributors:	國際企業學系
Keywords:	smart phone;marketing strategy;brand loyalty;brand image
Date:	2015
Issue Date:	2015-10-16 08:41:27 (UTC+0)
Publisher:	亞洲大學
Abstract:	The invention of mobile phones has changed the ways of people's communication, and narrows the distance among us. The development of smart phones and the internet makes communication among people no longer limited by space and time, which makes an alternative mobile communications life. Hence, various brand mobile phone manufacturers keep constant innovation in order to satisfy customers’ needs. Facing the fierce industry competition and rapid changes in commodity markets, to achieve market leadership and make segmentation with other brands, the use of marketing strategies becomes a critical factor. Literature review and data collection by questionnaires were fulfilled in this research. The collected data was analyzed by SPSS for statistical analysis, reliability analysis and t test. Questionnaires were collected from junior high school teachers in Miao-Li area. This research concluded: (1) in terms of gender identity for the brand, brand loyalty, brand image and user experience, women are higher than men; (2) in terms of seniority for product differentiation, seniority under 10 years is higher than that above 10 years; (3) in terms of age for marketing channels, age over 30 years old would prefer to buy a smart phone at Direct Selling IV Store comparing to those who are under 30 years of age accept online purchase; and (4) in terms of customization acceptability, seniority above 5 years are higher than that below 5 years.
Appears in Collections:	[Department of International Business] Theses & dissertations

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