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

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题名:	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
作者:	Chun-Yi, Chang
贡献者:	Department of Business Administration
关键词:	Market segmentation;Lifestyle;Product Attributes;Innovation Adoption Process;3G Mobile Value-added Service
日期:	2008
上传时间:	2009-11-17 11:18:15 (UTC+0)
出版者:	Asia University
摘要:	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.
显示于类别:	[經營管理學系 ] 博碩士論文

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