消费者采用3G移动通讯的影响因素研究——对重庆移动通讯市场的实证研究

摘要

自从中国发放3G牌照后,虽然新一代3G通讯在技术上拥有巨大的优势,但市场渗透率却不尽如人意。针对此问题本文采用选择型联合分析法,从消费者面对不同通讯服务的选择行为中,获得了消费者对于通讯产品属性的效用系数。结果表明：目前3G通讯的技术优势并没有对消费者起到应有的作用,而通话费、上网费及高购机成本是阻碍采用3G的关键因素,中国移动在3G背景下依然拥有较强的品牌效用,同时消费者对移动增值服务具有选择性。本文研究结论对于认知消费者在通讯市场的行为和帮助移动运营商更有效制定营销政策的实践具有重要意义。%Since the Chinese government granted the third generation（3G） mobile service license,the 3G mobile service’s performance in market has not been satisfactory despite of its advantage in technology.The paper applies choice-based conjoint analysis to customers’choice behavior in front of various 3G mobile service.From the choice behavior data,the paper analyzes and achieves partworths of 3G product’s attributes.The result show that advantage of 3G technology does not prompt permeation in market,and voice service price,mobile data service price and high 3G phone price become obstructive factors;meanwhile,China Mobile Company’s brand is still strong.The result is significant in recognizing behavior of Chinese customers in mobile service market and would help 3G service providers develop marketing strategy more effectively.