ASIA unversity:Item 310904400/3715
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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/3715


    Title: The Marketing Segmentation of The Third Generation Mobile Telecommunication Value-Added Service And Future Development The Marketing Segmentation of The Third Generation Mobile Telecommunication Value-Added Service And Future Development
    Authors: Chun-Yi, Chang
    Contributors: Department of Business Administration
    Keywords: Market segmentation;Lifestyle;Product Attributes;Innovation Adoption Process;3G Mobile Value-added Service
    Date: 2008
    Issue Date: 2009-11-17 11:18:15 (UTC+0)
    Publisher: Asia University
    Abstract: Along with the fast growth of domestic communication , the 3G mobile added-value service utilization ratio is still low in our country. The object of the study is mobile consumers in Taipei city. The study uses AIO lifestyle scale as the base of market segmentation to analyze the difference between various segments consumer in choosing mobile value-added services, and to draw up effective marketing strategies. By collecting entire 3G mobile telecom development studies, this study provides developing management suggestions for 3G telecom industries in Taiwan. The research findings are:1. Online media is the most effective communication for discount promotion.2.There are significant differences on demographic variables, innovation adoption process, lifestyle variables, and product attributes. Finally, Suggestions for marketing strategy in telecom and marketing partner and each cluster were also provided in the study.
    Appears in Collections:[Department of Business Administration] Theses & dissertations

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