手機應用深圳市場調查
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）研究內容·······························································4
（四）研究設計·······························································5
二、項目報告·······················································8
（一）項目執行情況匯報······················································8
1、項目前期溝通···························································8
2、項目調研階段···························································8
3、項目報告階段···························································8
4、項目質量控制···························································8
5、樣本復核·······························································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、目標人群對新產品態度研究··············································22
4、目標人群消費習慣研究··················································31
5、目標人群媒體接觸研究··················································36
（二）類似應用二手資料分析·················································40
1、類似應用市場整體需求分析··············································40
2、類似應用產品定價與策略···············································41
三、研究建議······················································44
（一）預研發產品市場需求···················································46
（二）預研發產品認可度·····················································47
（三）預研發產品盈利模式和投資回報率分析····································49
（四）預研發產品銷售渠道和模式分析··········································50
（五）預研發產品改進意見····················································51
四、附錄··························································55
（一）手機應用調查問卷··········································55
（二**投資集團手機應用調查問卷錄入原始數據······························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、供應鏈管理、互聯網及IT軟件、動漫產業等為一體的綜合性集團公司。
現由于市場開拓需要，預研發一款集桌面美化和一些交互娛樂功能為一體的手機應用。然在應用開發之前，缺乏對目標消費群以及對陌生市場領域的了解，所以委托上書房信息咨詢公司進行本次市場研究。
現由于市場開拓需要，預研發一款集桌面美化和一些交互娛樂功能為一體的手機應用。然在應用開發之前，缺乏對目標消費群以及對陌生市場領域的了解，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：
——通過市場調研，了解預研發的應用是否能夠符合市場需求，并探索可行的商業運營模式，特需要一些實際的市場調研數據為最終的決策提供科學的依據。
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用的市場規模及營銷模式。
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用的市場規模及營銷模式。
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