手机应用深圳市场调查
上书房咨询 2016-04-28 16:08:58
一、项目介绍·······················································4
（一）项目背景·······························································4（二）研究目的·······························································4
（三）研究内容·······························································4
（四）研究设计·······························································5
二、项目报告·······················································8
（一）项目执行情况汇报······················································8
1、项目前期沟通···························································8
2、项目调研阶段···························································8
3、项目报告阶段···························································8
4、项目质量控制···························································8
5、样本复核·······························································9
（二）目标人群市场研究报告··················································9
1、目标人群甄别···························································9
2、目标人群需求研究······················································15
3、目标人群对新产品态度研究··············································22
4、目标人群消费习惯研究··················································31
5、目标人群媒体接触研究··················································36
（二）类似应用二手资料分析·················································40
1、类似应用市场整体需求分析··············································40
2、类似应用产品定价与策略···············································41
三、研究建议······················································44
（一）预研发产品市场需求···················································46
（二）预研发产品认可度·····················································47
（三）预研发产品盈利模式和投资回报率分析····································49
（四）预研发产品销售渠道和模式分析··········································50
（五）预研发产品改进意见····················································51
四、附录··························································55
（一）手机应用调查问卷··········································55
（二**投资集团手机应用调查问卷录入原始数据······························55
一、项目介绍
（一）研究背景
深圳**投资集团有限公司（简称：**投资集团）是一家集投资、供应链管理、互联网及IT软件、动漫产业等为一体的综合性集团公司。
现由于市场开拓需要，预研发一款集桌面美化和一些交互娱乐功能为一体的手机应用。然在应用开发之前，缺乏对目标消费群以及对陌生市场领域的了解，所以委托上书房信息咨询公司进行本次市场研究。
现由于市场开拓需要，预研发一款集桌面美化和一些交互娱乐功能为一体的手机应用。然在应用开发之前，缺乏对目标消费群以及对陌生市场领域的了解，所以委托上书房信息咨询公司进行本次市场研究。
（二）研究目的
根本目的：
——通过市场调研，了解预研发的应用是否能够符合市场需求，并探索可行的商业运营模式，特需要一些实际的市场调研数据为最终的决策提供科学的依据。
具体目的：
Ø 了解目标客户群对未知市场认可度的问题；
Ø 了解目标客户群以探索分析盈利模式和投资回报率；
Ø 了解目标客户群以分析销售渠道和模式；
Ø 了解目标客户群特征；
Ø 了解市场上类似手机应用的市场规模及营销模式。
Ø 了解目标客户群以探索分析盈利模式和投资回报率；
Ø 了解目标客户群以分析销售渠道和模式；
Ø 了解目标客户群特征；
Ø 了解市场上类似手机应用的市场规模及营销模式。
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