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本文运用联合分析的方法分析了消费者对3G移动服务的需求特征,并针对不同的细分市场的用户需要特征及用户的背景特征的差异性进行了比较。研究结果显示价格和品牌是影响消费者选择3G服务的中最重要的两个因素,在四种主流的3G服务中,手机上网和可视电话是最受消费者青睐的两种服务。在不同的细分市场中,“服务优势型”用户群体是最有可能转化为实际3G用户的潜在用户,是移动运营商着重关注和培育的对象。
This paper uses the method of joint analysis to analyze the characteristics of consumer demand for 3G mobile services, and compares the characteristics of user needs and the differences of users’ background features in different market segments. The results show that price and brand are the two most important factors affecting consumers’ choice of 3G services. Of the four mainstream 3G services, mobile Internet and videophone are the two most favored services for consumers. In different market segments, “Service Advantage ” user groups are potential users most likely to translate into actual 3G subscribers, and are the focus of attention and nurturing of mobile operators.