【作者】 冉峰；

【导师】 张炜； 张金锁；

【作者基本信息】 西安科技大学 ， 管理科学与工程， 2008， 硕士

【摘要】 随着我国第三代移动通信(3G)标准的制定以及国际第三代移动通信业务的重大突破,中国的3G时代即将到来。当前西安移动通信市场已接近饱和,市场竞争更加激烈。在这种情况下,西安联通的用户数量已难以大幅度增长,市场份额难以再有大的突破。因此,面对第三代移动通信的到来,西安联通必须着手研究第三代移动通信市场,争取抢占先机,着力在新的平台上取得优势,以期增强自身的竞争实力。本文通过对市场细分和营销理论研究文献的详细综述,综合前人的研究成果,采用问卷调查法,辅以资料分析法和专家访谈法,对西安第三代移动通信市场进行了调查。利用频次分析、因子分析和聚类分析对被调查者进行了研究。主要工作和研究成果如下:(1)基于市场细分标准的研究,从地理和人口特征、心理特征和生活方式、产品态度和利益追求、消费行为和价值四个维度,构建了第三代移动通信市场细分指标体系。(2)通过调查问卷在西安市场的发放,建立西安第三代移动通信市场数据库。从3G业务偏好、促销手段和了解途径等方面对西安第三代移动通信早期用户特征和偏好进行分析。得到以下结论:可视电话、在线收听/下载是早期用户喜爱的业务,同事、朋友和网络是早期用户了解3G的主要途径,赠送话费是喜爱的促销手段。(3)基于市场细分的理论和技术,利用主成份因子分析及方差最大旋转法对观测变量进行分析,得到10个解释因子。(4)以因子分析得出的10个解释因子为基础,进行系统聚类分析,建立西安第三代移动通信市场细分模型,分为7个细分市场,并对各个细分市场的特征进行了描述。(5)从业务偏好、促销手段、计费方式等方面,对不同细分市场的用户进行价值分析,以此为基础对西安联通第三代移动通信市场做出科学的预测,研究各细分市场相应的营销策略组合,以便为西安联通在未来的第三代移动通信营销策略制定提供参考和依据。更多还原

【Abstract】 Along with the establishment of the third generation mobile communication standard in our country and the breakthrough of international third generation mobile communication service, the times of 3G has approached to us in China. Currently, Xi’an mobile communication market has been nearly saturated, the market competition will become stronger than before. Under such circumstances, it is very difficult for Xi’an Unicom to increase its user quantities in a large degree and to enlarge itself significantly. Therefore, Xi’an Unicom must begin to study the third generation mobile communication market in order to seize the opportunity, gain advantage position on the new platform and enhance competitive strength in the face of the third generation mobile communication’s arrival.Based on the literature review on the market segmentation and the marketing theory, this paper integrates previous research results and this investigation method of Xi’an third generation mobile communication market is mainly through the questionnaire and supplemented by data analysis and expert interviews. The informants are researched through frequency analysis, factor analysis and cluster analysis. The main works and research results are as follows:(1) Based on the study of market segmentation standard, this paper establishes the index system about market segmentation of the third generation mobile communication through four dimensions including the geographic and demographic characteristics, psychological characteristic and lifestyle, product attitudes and the pursuit of the interests, consumer behavior and value.(2) The database about Xi’an third generation mobile communication market was established through the questionnaires are issued in Xi’an market. According to 3G business favoritisms, promotion tactics, the approach of understanding and so on, the early user of the third generation mobile communication characteristics and favoritisms are analyzed. We draw the following conclusions that Videophone and Online listening/downloading are the favorite businesses of the early user, Friends, colleagues and network are the mostly approach of understanding 3G, Presented calls are the favorite promotional tactics.(3) Applying on the market segmentation’s theory and technology, the observed variables are analyzed by component factor analysis and varimax rotation method, and ten elucidative factors are abstracted.(4) This paper analyzes ten elucidative factors by hierarchical cluster method and establishes the segmentation model of Xi’an third generation mobile communication market. This market is divided into seven segments. The characteristics of all segment markets are described.(5) According to the customer value’s analysis in the different market segments from the favoritisms, promotional tactics and charging methods etc., this paper makes scientific predictions about the potential third generation mobile communication market of Xi’an Unicom, and builds a research market strategy in the various market segments in order to provide the reference and basis for Xi’an Unicom on the establishment of market strategy in the future third generation mobile communication.更多还原