CAJ | 학술논문

移动购物时代的到来以及消费者对网购方式的热衷，手机市场的发展潜力和竞争状况也深受其影响，如何定位本行业目标市场，明晰网购手机用户特点是手机行业生产商和销售商普遍关注的焦点。文章首先采用问卷调查方法分析了手机市场上网购手机用户行为的影响因素，在此基础上利用阿里平台的数据分析工具淘宝指数进一步明晰网购手机用户的消费偏好和消费趋势。最后提出手机行业在线企业的营销对策：产品策略、品牌策略、价格策略、多元化发展策略以及客户关系管理策略。
이동구물시대적도래이급소비자대망구방식적열충，수궤시장적발전잠력화경쟁상황야심수기영향，여하정위본행업목표시장，명석망구수궤용호특점시수궤행업생산상화소수상보편관주적초점。문장수선채용문권조사방법분석료수궤시장상망구수궤용호행위적영향인소，재차기출상이용아리평태적수거분석공구도보지수진일보명석망구수궤용호적소비편호화소비추세。최후제출수궤행업재선기업적영소대책：산품책략、품패책략、개격책략、다원화발전책략이급객호관계관리책략。
The advent of the era of mobile shopping and consumer enthusiasm for online shopping way influenced the develop-ment potential and competition condition of the mobile phone market.How to locate the target market and clear online consumer behav-iour characteristics in the mobile phone market is the universal attention paid by the mobile phone industry producers and sellers .This study firstly analyzed the influence factors of online users’ behavior in the mobile phone market by questionnaire survey, then research consumer preferences and consumer trends by Ali platform analysis tool-Taobao index .At last, this study presented product strategy, brand strategy, price strategy, diversification strategy and customer relationship management strategy for the online marketing in mobile phone industry.