关键词: 移动终端, 市场区隔, 定制技术, 差异化

Abstract:

With the increasing penetration of smart phone devices,smart phone users gradually form different user segments according to gender,age,income,occupation and other natural factors.But general-purpose smart phone is still the market's mainstream.General-purpose smart phones are similar in the hardware components,operating system,application,user interface and other aspects.They can not meet the user's needs of different segments.To achieve differentiated customization,operator or terminal manufacturers should carry on terminal customization based on user's main demand of the segments,the hardware and software technology development,and the constraints of the user's acceptable price.This paper firstly introduces a market segmentation approach of consumer electronics market based on its natural attributes and its user awareness of consumer electronics,secondly proposes a differentiated customization approach of smart phone according to the segment market.

Key words: mobile terminal, market segmentation, customization technology, differentiation