论文部分内容阅读
2007年以来中国移动电话用户数保持了快速的增长势头,每月新增用户数都在600万以上。从中国移动公布的数据中可以看到,新增用户数的一半以上来自农村市场,农村市场正逐步成为移动通信业务发展的重点。本文在对内蒙古某地区农村居民进行抽样调查的基础上,研究了农村市场移动信息化需求的特征,对农村移动电话用户进行了市场细分。同时还分析了各用户群对不同移动通信业务的偏好,为移动通信运营商进一步制定农村市场拓展策略提供依据。
Since 2007, the number of mobile phone users in China has maintained a rapid growth momentum with more than 6 million monthly new subscribers. As can be seen from the data released by China Mobile, more than half of the new subscribers come from the rural market, and the rural market is gradually becoming the focus of the mobile communication business. Based on a sample survey of rural residents in a certain area in Inner Mongolia, this paper studies the characteristics of mobile information needs in the rural market and makes a market segmentation of rural mobile phone users. At the same time, it also analyzes the preference of each user group to different mobile communication services and provides the basis for further development of rural market expansion strategy for mobile communication operators.