摘要随着我国经济持续增长和人民生活水平的提高，手机市场特别是2010年以来得到了飞速发展，手机企业的发展出现了新的机遇，同时竞争也越发激烈，行业布局发生了巨大的变化。一些反应迅速的手机企业把握住机遇，取得了更多的市场份额，而不少以往手机行业的领先企业都没能够顺应潮流，在竞争中败了下来。42917

在这个环境下，手机厂商要成功吸引并保持顾客，在市场份额争夺战中取得领先，必须重视手机购买行为和顾客满意度。

本论文以顾客的角度出发，在以往购买行为和顾客满意度的研究基础上，结合现今手机产品的状况，从影响手机购买行为的因素入手，构建手机顾客满意度指标体系，并用层次分析法进行各项指标的权重分配。之后用问卷调查向顾客搜集其对手机产品的意见，并利用SPSS软件分析问卷结果，最后给各手机厂商提出改进意见。

关键词  购买行为  顾客满意度  手机产品  SPSS

毕业论文设计说明书外文摘要

Title  Studying on Purchase Behavior and Customer Satisfaction  of mobile phones                                                  

Abstract

Due to China's sustained economic growth and the improvement of people's living standards, the mobile phone market has been rapidly developed since 2010. There were new opportunities for the mobile phone companies, which made the competition more intenser. Great changes have occurred in the industry layout. Some mobile phone companies seized the opportunity quickly and obtained more market share. In the same time, some conventional mobile phone industry leaders could not comply with the trend of the time and lost down in the competition.

In these circumstances, in order to attract and retain customers successfully and get ahead in the battle for market share, the mobile phone manufacturers must pay more attention to the purchase behavior and customer satisfaction.

In this paper, based on researches of the combination of the current situation of mobile phone products， the purchase behavior and customer satisfaction, a mobile phone customer satisfaction index is built by using the analytic hierarchy process from the customers' perspective. After gathering customers’ views on the mobile phone products with questionnaires and using the SPSS software to analyze the results, the suggestion is given in the end.

Keywords  Purchase behavior   Customer Satisfaction   Mobile phones  SPSS

目  次

1． 引言 1

1.1 研究背景 1

1.2 研究目的 1

1.3 研究方法 1

1.4 研究关键与难点 2

2. 相关理论研究综述 3

2.1 国内外手机行业现状 3

2.2 消费者购买行为的研究综述 4

2.3 顾客满意度的研究综述 4

3. 研究设计 8

3.1 研究思路 8

3.2