移动通信市场消费者行为特点分析解析(终稿).docVIP

- PAGE 1 - 摘 要 近几年来，随着手机的普及以及人们对移动通信需求的增长，我国移动通信 HYPERLINK /network/ 网络规模和用户规模得到高速发展。移动通信市场存在着巨大的发展空间，对于移动通信运营商来说是个难得的机遇，但随着机遇而来的将是激烈的竞争，如何巩固老客户和发展新客户就成为各个移动通信运营商面临的一大问题，对移动通信消费者行为特征进行调研，掌握消费者的消费行为特征对运营商占领市场份额具有很大的意义。本文以移动通信市场现状及发展趋势的分析、消费者行为特点的概念为铺垫，并以甘肃省兰州市移动通信市场为例，通过以问卷调查为主要方式的市场调查对通信市场消费者对现有服务及网络的满意度、消费者消费习惯、消费者网络选择、消费者对网络及服务的认知等方面的调查来综合分析移动通信市场消费者的行为特点，进而为移动通信运营商稳定现有客户、发掘新客户提供数据支持及决策建议。 【关键字】：移动通信 消费者 行为特点 现状 趋势 ABSTRACT In recent years，with the popularity of mobile phones, as well as for the growth in demand for mobile communications, Our country mobile communication network size and the user scale obtain the high speed development. The mobile communication market has the huge development opportunities, Regarding the mobile communication operator is a rare opportunity, But will be the keen competition which comes along with the opportunity, How to consolidate the old customer and develop the new customer to become a major problem which each mobile communication operator faces, Carries on the investigation and study to the mobile communication consumer behavior characteristic, Grasps consumers consumer behavior characteristic to seize the market to the operator to divide the volume to have the very big significance. This article through to mobile communication market present situation analyzer and trend of development analysis、with the consumer behavior characteristics concept as an upholstery、 and take the Gansu Province Lanzhou mobile communication market as the example, Through to existing serves and the network degree of satisfaction, the consumer consumption habit, the consumer network choice, the consumer take the questionnaire survey as fundamental modes market survey to the correspondence market consumer aspect and so on cognition which and serves to the network investigation generalized analysis mobile communication market consumers behavior characteristics, then for the mobile communication operator stable existing customer, excavates the new