摘要
基于 QFD分析的 P智能手机营销策略优化研究
摘要
现阶段，有很多学者对智能手机的营销策略问题进行了研究，但是针对 P智能手机
的研究论文却不多见。并且，学者们在对智能手机的营销进行研究时基本上都是简单的
借鉴之前学者的研究，在分析营销环境后发现其中存在的问题，最后提出比较宽泛的营
销策略，但是具体应该从哪些方面入手解决目前的营销问题，却很少有人提及。除此之
外，学者们在制定营销策略时很少考虑顾客的需求，论文的主观性较强。
为此，本文引入质量功能展开（QFD）模型，尝试寻找一种符合顾客需求的营销策
略优化方式。本文首先通过调查获得现阶段 P智能手机在营销过程中存在的问题，进而
运用亲和图法整理出与所调查问题相对应的 13项顾客需求。其次使用“问卷星”平台，
运用调查问卷的方式调查消费者对需求重要度的判断，并应用 SPASS 23软件对获得的
数据进行信度和效度分析，保证数据的可靠性和有效性，结果表明本文的信度为 0.968，
效度为 0.953。接着查找资料总结出可以满足顾客需求的营销要素，并运用问卷形式进
行顾客对此意见的调查，判断出哪些营销要素可以满足顾客的需求，将选择的概率作为
质量屋的关联矩阵，并建立起相对应的营销质量屋，最终确定出 P智能手机的 28项营
销要素和相对应的重要度，再从以上结论中整理出 P智能手机现阶段存在的营销问题，
最后从产品、促销、价格和渠道四个方面提出相对应的营销策略优化对策。
关键词：P智能手机；顾客需求；营销策略；质量功能展开（QFD）
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华北水利水电大学硕士学位论文
RESEARCH ON THE OPTIMIZATION
OF P SMART PHONE MARKETING
STRATEGY BASED ON QFD ANALYSIS
ABSTRACT
At this stage, many scholars have studied the marketing strategy of smart phones, but
there are few research papers on P smart phones. In addition, when studying the marketing of
smart phones, scholars basically simply learn from the previous studies, find the existing
problems after analyzing the marketing environment, and finally put forward a relatively
broad marketing strategy. However, few people mention the specific aspects to solve the
current marketing problems. In addition, scholars seldom consider the needs of customers
when formulating marketing strategies, and the subjectivity of the paper is strong.
Therefore, this paper introduces the quality function deployment (QFD) model to try to
find a marketing strategy optimization method that meets the needs of customers. Firstly,
through the investigation, this paper obtains the problems existing in the marketing process of
P smart phone at this stage, and then uses the affinity graph method to sort out 13 customer
needs corresponding to the investigated problems. Secondly, the "questionnaire star" platform
is used to investigate consumers' judgment on the importance of demand, and SPASS 23
software is used to analyze the reliability and validity of the obtained data to ensure the
reliability and effectiveness of the data. The results show the reliability of this paper was
0.968 and the validity was 0.953. Then find the data, summarize the marketing elements that
can meet the needs of customers, investigate the opinions of customers in the form of
questionnaire, judge which marketing elements can meet the needs of customers, take the
probability ofselection as thecorrelation matrixof house ofquality, establish the
corresponding house of marketing quality, and finally determine the 28 marketing elements
and corresponding importance of P smartphone, Then sort out the marketing problems of P
smart phone at the present stage from the above conclusions, and finally put forward the
corresponding marketing strategy optimization countermeasures from the four aspects of
product, promotion, price and place.
KEY WORDS: P Smart phone; Customer demand; Marketing Strategy; Quality Function
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ABSTRACT
Deployment（QFD）
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