智能手环因其在健康监测、运动追踪等方面的强大功能,为人们的健康、生活带来了许多便利,吸引了越来越多人的关注。本文从消费者角度出发,使用多重对应分析、多维标度法、联合分析、对数线性模型等方法,研究北京地区智能手环产品发展现...智能手环因其在健康监测、运动追踪等方面的强大功能,为人们的健康、生活带来了许多便利,吸引了越来越多人的关注。本文从消费者角度出发,使用多重对应分析、多维标度法、联合分析、对数线性模型等方法,研究北京地区智能手环产品发展现状并尝试挖掘潜在市场机会,推动市场发展。研究发现:第一,智能手环市场主导品牌定位清晰,产品设计多样;第二,智能手环消费群体特征鲜明,产品偏好各异;第三,消费者对产品的科技信任感不足,导致其犹豫不前;第四,消费者重视产品体验,产品研发是吸引消费者的关键因素。最后,基于此研究结论,从产品打造和市场营销两方面为北京地区智能手环市场发展提出建议。Smart wristbands have brought many conveniences to people’s health and life due to their powerful functions in health monitoring, sports tracking, etc., attracting more and more attention. This article starts from the perspective of consumers and uses methods such as multiple correspondence analysis, multidimensional scaling, joint analysis, and logarithmic linear models to study the current development status of smart bracelet products in Beijing and attempt to explore potential market opportunities to promote market development. Research has found that: firstly, the dominant brands in the smart bracelet market have clear positioning and diverse product designs;Secondly, the consumer group of smart bracelets has distinct characteristics and diverse product preferences;Thirdly, consumers’ lack of trust in the technology of the product leads to hesitation;Fourthly, consumers value product experience, and product development is a key factor in attracting consumers. Finally, based on this research conclusion, suggestions are proposed for the development of the smart bracelet market in Beijing from both product development and marketing perspectives.展开更多
文摘智能手环因其在健康监测、运动追踪等方面的强大功能,为人们的健康、生活带来了许多便利,吸引了越来越多人的关注。本文从消费者角度出发,使用多重对应分析、多维标度法、联合分析、对数线性模型等方法,研究北京地区智能手环产品发展现状并尝试挖掘潜在市场机会,推动市场发展。研究发现:第一,智能手环市场主导品牌定位清晰,产品设计多样;第二,智能手环消费群体特征鲜明,产品偏好各异;第三,消费者对产品的科技信任感不足,导致其犹豫不前;第四,消费者重视产品体验,产品研发是吸引消费者的关键因素。最后,基于此研究结论,从产品打造和市场营销两方面为北京地区智能手环市场发展提出建议。Smart wristbands have brought many conveniences to people’s health and life due to their powerful functions in health monitoring, sports tracking, etc., attracting more and more attention. This article starts from the perspective of consumers and uses methods such as multiple correspondence analysis, multidimensional scaling, joint analysis, and logarithmic linear models to study the current development status of smart bracelet products in Beijing and attempt to explore potential market opportunities to promote market development. Research has found that: firstly, the dominant brands in the smart bracelet market have clear positioning and diverse product designs;Secondly, the consumer group of smart bracelets has distinct characteristics and diverse product preferences;Thirdly, consumers’ lack of trust in the technology of the product leads to hesitation;Fourthly, consumers value product experience, and product development is a key factor in attracting consumers. Finally, based on this research conclusion, suggestions are proposed for the development of the smart bracelet market in Beijing from both product development and marketing perspectives.
