Research on Marketing Strategies of Smart Phone Among College Students

With the development of the Internet, people are more and more relying on smart phones to satisfy their daily needs, such as communicating with others, searching for information on the Internet, buying things online, and even as a way of payment. Recently, the competition between smart phones of different brands has become intense. But under this circumstance, the homogenization of smart phones is severe in the market. Therefore, it is quite necessary for companies to accurately recognize their customers through customer segmentation to improve the efficiency and accuracy of marketing. The paper focuses on smart phone consumption among college students to find out their motivations for buying new smart phones. College students were asked to rate from 1 to 5 points on five different motivations for buying new phones. By collecting the data and analyzing them through k-means, people were categorized into five different groups based on their purchasing behaviors. Basically, the five groups of people respectively show more preference for appearance design, basic functions, characteristic functions, performance, and advertisements. The result also reveals that female students are more interested in appearance design, basic functions, and advertisements when choosing smart phones. Male students care more about performance and characteristic functions. The results of this research can be a reference for the smart phone companies, when they develop products for a specific gender group.