消费者二维码使用的影响因素研究

CHENGNANCOLLEGEOFCSUST毕业论文题目：消费者二维码使用的影响因素研究学生姓名：学号：班级:专业：指导教师：2014年6月消费者二维码使用的影响因素研究摘要二维码是社会商业圈中使用的条形码，经常出现在商场中、饭店中，是一种升级后的产品。在欧洲及日韩等国家，手机二维码这一业务已经初步发展成熟，但是，我国该业务才刚刚开始，在国内还远远没有达到人所共知。手机二维码业务作为一项新的技术和业务，尚未被广大的消费者所接受并广泛使用。随着我国经济和科技的发展，消费者开始接触到手机二维码业务，消费者的需求直接推动了手机二维码业务在广大消费者群体中广泛应用。然而，目前国内在消费者的二维码研究方面主要集中在以下方面，分别是创新性、商业模式以及科学性等，缺少对消费者使用因素的研究，本论文会以此背景为基础，从消费者的角度出发，首先介绍手机二维码的发展情况，其次从二维码的使用现状切入，最后分析影响消费者使用二维码的影响因素。关键字：手机二维码；使用现状；影响因素；问题与建议ARESEARCHONTHEFACTORSINFLUENCINGTHEUSAGEOFTWO-DIMENSIONCODEABSTRACTTwo-dimensionalcodeisabarcodeusedinsocialbusinesscircles,ofteninshoppingmalls,hotels,andisanupgradeformatoftheproductcategory.InEuropeandJapanandSouthKorea,two-dimensionalcodehasbecomearelativematureproduct,whileinChina,themobiletwo-dimensionalcodeisstillinthebeginningstages.Asanewtechnologyandbusiness,Mobiletwo-dimensionalcodeofbusinesshasnotyetbeenacceptedbythemajorityofconsumers.Withthedevelopmentofeconomyandtechnology,consumersarestartingtocomeintocontactwiththetwo-dimensionalcodephonebusiness,However,two-dimensionalcoderesearchmostlyfocusedontwo-dimensionalcodescienceandtechnology,innovationandbusinessmodelofhowtousetheseproductcategories,lackingdirectresearchonthefactorsconstrainingitsusagefromconsumerperspective.Thispaperwilldiscussthosefactorsinfluencingtheusageoftwo-dimensionalcodes,Inthispaper,wefirstintroducedthedevelopmentofmobiletwo-dimensionalcode,thenwedescribedtheusagesituationoftwo-dimensionalcodenowadays,andmadeconclusionsaboutfactorsinfluencingconsumerdecisiontousetwo-dimensionalcode.Keywords:Mobiletwo-dimensionalcode;Usethestatusquo;InfluenceFactors;QuestionsandSuggestions目录绪论............................................................................................................................................11概述......................................................................................................................................21.1研究的背景及目的.....................................................................................................21.1.1研究背景...........................................................................................................21.1.2研究目的...........................................................................................................21.2手机二维码的研究方法和本文创新之处.................................................................31.2.1研究方法...........................................................................................................31.2.2创新之处...........................................................................................................32手机二维码概述..................................................................................................................42.1手机二维码定义.........................................................................................................42.1.1二维码定义.......................................................................................................42.1.2手机二维码的定义...........................................................................................42.2手机二维码所具备的的功能、特点..........................................................................42.2.1手机二维码的显著特点...................................................................................42.2.2手机二维码所具备的功能...............................................................................53手机二维码的发展及使用现状..........................................................................................63.1手机二维码的发展历程和发展情况.........................................................................63.1.1二维码的发展历程...........................................................................................63.1.2国外手机二维码发展情形...............................................................................63.2手机二维码的基本情况介绍......................................................................................84影响手机二维码使用的因素..............................................................................................94.1手机二维码调查问卷结果统计..................................................................................94.2手机二维码问卷结果及影响因素分析....................................................................105对于手机二维码使用因素的营销建议............................................................................125.1问题小结....................................................................................................................125.1.1调研中发现的问题.........................................................................................125.1.2论文撰写以及研究局限.................................................................................125.2实用建议....................................................................................................................125.2.1细分市场，锁定目标用户.............................................................................125.2.2进行有针对性的市场宣传.............................................................................125.2.3灵活定价，降低资费.....................................................................................135.2.4促销组合策略............................................