西安联通第三代移动通信市场细分及营销策略研究
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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。
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.
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。
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.
引文
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[30] Tsai.C.Y, Chiu.C.C. A purchase-based Market Segmention Methodology. Expert System with Applications, 2004(27):265~276
[31] 闫相斌,李一军,叶强. 基于购买行为的客户分类方法研究. 计算机集成制造系统,2005,11(12):1769~1774
[32] Holly Rushmeier, Richard Lawrence and George Almasi. Case Study: Visualizing Customer Segmentations Produced by Self Organizing Maps. IEEE.
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[2] 郑有强. 日本——3G 业务发展的领头羊. 电信技术,2005(2):9~12
[3] 日本 3G 用户发展情况. 中华人民共和国国家发展和改革委员会,信息产业http://www.sdpc.gov.cn/gjscy/xxcy2/t20071024_166742.htm
[4] 杨菠. 韩国 3G 市场发展近况. 电信技术,2005(2):6~8
[5] 韦雯. 英国 3G 市场竞争及分析. 通信世界周刊,2005(3):24~25
[6] Smith,W.. Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, 1956,21(7):3~8
[7] 杨通兵. 电信市场细分策略研究:【学位论文】.重庆:西南财经大学,2001
[8] 张琴. 3G 时代电信企业客户细分研究. 科技论坛,2007(2):205~206
[9] 傅志远. 选择什么样的细分标准. 通信企业管理,2004(4):29~31
[10] Tony Lune. Segmenting and constructing markets [A]. Robert M. Worcester and John Down ham eds.Consumer Market Research Handbook, Third Revised and Enlarged Edition[C]. Elsevier Science Publishers.B.V. 1986:387~423
[11] Yoram Wind. Issues and Advances in Segmentation Research. Journal of Marketing Research, 1978(8):317~337
[12] 罗纪宁. 市场细分研究综述:回顾与展望. 东大学学报(哲学社会科学版),2003(6):44~48
[13] 刘英姿,吴昊. 客户细分方法研究综述. 管理工程学报,2006(1):53~57
[14] Wilkie, William L. and Joel B. Cohen. A Behavioral Science Look at Market Segmentation Research[A]. Moving A Head With Attitude Research[C]. (1977)Yoram Wind. ed. Chicago: American Marketing Association.
[15] Leon G. Schiffman, Leslie Lazar Kanuk. Consumer Behavior(5th ed).北京:清华大学出版社,Printice Hall International, Inc.1995.
[16] Wind. Consumer Behavior for Marketing Managers. Ian Fenwick, John A. Quelch, Allyn and Bacon ,Inc., 1984:219~243
[17] P. R. Dickson. Person Situation: Segmentation's Missing Link, Consumer Behavior for Marketing Managers. Allyn and Bacon, Inc., Newton Massachusetts, 1984:254~263
[18] Wells.William, Tigert, Doug. Activities、Interests、and Opinion,Journal of Advertising Research, 1971, 11 (8):27~35
[19] 吴垠. 关于中国消费者分群范式(China-Vals)的研究. 南开管理评论,2005(2):9-15
[20] Jim Sellers, Arthur Hughes. RFM Analysis:A New Approach to Proven Technique. www.re-lation-shipmktg.com /FreeArticles / rmr017.pdf
[21] Marcus, C.. A practical yet meaningful approach to customer segmentation. The Journal of Consumer Marketing, 1998,15(5):494
[22] 徐哲,房婷婷,沈梅子,苏文平. 基于产品属性效用的市场细分方法与应用研究. 管理学报,2006(3):318~323
[23] 赵农. 后营销管理与顾客盈利能力市场细分. 商场现代化,2002(3):30~31
[24] 何伟,刘英姿. 基于客户差异性的市场细分变量体系构建与应用_以牙膏细分市场为例. 工业技术经济,2007(3):96~98
[25] 刘晓莉,刘西林. 基于客户满意度的客户细分研究. 情报杂志,2006(6):119~120
[26] 程志宇. 基于品牌敏感和价格敏感的市场细分. 湖南第一示范学报,2006(3):97~98
[27] 高文学. 顾客价值导向的市场细分模式. 商场现代化,2007,493(2):219
[28] 郭鑫. 价值细分_基于客户终身价值的市场细分. 安阳工学院学报,2005(6):89~90
[29] 胡少东. 运用忠诚度进行市场细分. 江苏商论,2005(7):46~48
[30] Tsai.C.Y, Chiu.C.C. A purchase-based Market Segmention Methodology. Expert System with Applications, 2004(27):265~276
[31] 闫相斌,李一军,叶强. 基于购买行为的客户分类方法研究. 计算机集成制造系统,2005,11(12):1769~1774
[32] Holly Rushmeier, Richard Lawrence and George Almasi. Case Study: Visualizing Customer Segmentations Produced by Self Organizing Maps. IEEE.
[33] 陈治平,胡宇舟,顾学道. 聚类算法在电信客户细分中的应用研究. 计算机应用,2007(10):2566~2569
[34] Kim, J., Mueller, C.. Factor Analysis. Sage Publications,1978:13~14
[35] 李志辉,罗平,洪楠,吴伟健著. spss for windows 统计分析教程(第二版).北京:电子工业出版社,2005:366~376,342~346
[36] 段云峰,吴雎宁,李剑威等. 数据仓库及其在电信领域中的应用.北京:电子工业出版社, 2003
[37] 傅尔基,王芬编著. 现代市场营销学. 北京:中国轻工业出版社,2000:12
[38] 郭国庆. 市场营销管理——理论与模型. 中国人民大学出版社,1995:110
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