智慧型手機從一開始是象徵身份地位奢侈品直現在已經成為每個人隨身不離的工具。現在到處都能發現人人手持各種品牌、款式及功能的智慧型手機。同時可發現人們的生活型態及生活方式產生了變化，進而改變了食、衣、住、行、娛樂方式。而業者也發覺到新的商機與行銷方式，如何去發掘消費者的需求並提供能夠滿足消費者的商品，是智慧型手機市場中重要的課題。
本研究共寄發了450份問卷，回收420份，有效問卷381份，利用Plummer(1974)提出的生活型態與市場區隔理論為基礎，根據AIO變數來衡量相關因素，同時以人口統計變數、行為變數、區域變數交叉分析，研究範圍以智慧型手機使用者為主要的抽樣母體，採以便利抽樣方式對目標對象進行抽樣，進行填答。
結果本研究利用生活型態與人口統計變數與區域變數等理論分析，分析萃取出數個生活形態群集群。提出結論與建議以供電信公司及相關業者制定目標市場與行銷策略之參考。
From the very beginning, smart phones have been a symbol of status and luxury, and now they have become a tool for everyone. Smart phones with all kinds of brands, styles and functions can be found everywhere. At the same time, it can be found that people's lifestyles have changed, which has changed the way of lifestyles. The industry has also discovered new business opportunities and marketing methods. How to ex-plore the needs of consumers and provide products that can satisfy consumers is an important issue in the smart phone market.
A total of 450 questionnaires were sent in this study, 420 were recovered, and 381 val-id questionnaires were based on the lifestyle and market segmentation theory pro-posed by Plummer (1974). The relevant factors were measured according to the AIO varia-bles, and the demographic variables were also used. Cross-analysis of behavioral var-iables and regional variables. The research scope is based on smart phone users, and the target audience is sampled by convenient sampling. Results In this study, theo-reti-cal analysis of life patterns, demographic variables and regional variables was used to analyze and extract 4 clusters of life forms. The conclusions and recommendations are based on the reference of the power supply letter company and related industry to de-velop the target market and marketing strategy.
