移动通信市场消费者行为特点分析(终稿)

-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-2-ABSTRACTInrecentyears，withthepopularityofmobilephones,aswellasforthegrowthindemandformobilecommunications,Ourcountrymobilecommunicationnetworksizeandtheuserscaleobtainthehighspeeddevelopment.Themobilecommunicationmarkethasthehugedevelopmentopportunities,Regardingthemobilecommunicationoperatorisarareopportunity,Butwillbethekeencompetitionwhichcomesalongwiththeopportunity,Howtoconsolidatetheoldcustomeranddevelopthenewcustomertobecomeamajorproblemwhicheachmobilecommunicationoperatorfaces,Carriesontheinvestigationandstudytothemobilecommunicationconsumerbehaviorcharacteristic,Graspsconsumer'sconsumerbehaviorcharacteristictoseizethemarkettotheoperatortodividethevolumetohavetheverybigsignificance.Thisarticlethroughtomobilecommunicationmarketpresentsituationanalyzerandtrendofdevelopmentanalysis、withtheconsumerbehaviorcharacteristic'sconceptasanupholstery、andtaketheGansuProvinceLanzhoumobilecommunicationmarketastheexample,Throughtoexistingservesandthenetworkdegreeofsatisfaction,theconsumerconsumptionhabit,theconsumernetworkchoice,theconsumertakethequestionnairesurveyasfundamentalmode'smarketsurveytothecorrespondencemarketconsumeraspectandsooncognitionwhichandservestothenetworkinvestigationgeneralizedanalysismobilecommunicationmarketconsumer'sbehaviorcharacteristics,thenforthemobilecommunicationoperatorstableexistingcustomer,excavatesthenewcustomertoprovidethedatasupportandthepolicy-makingsuggestion.【Keywords】Mobilecommunicationconsumerbehaviorcharacteristicpresentsituationtendency-3-目录前言........................................................................................................................................................5第一章移动通信市场现状及发展趋势..........................................................................................6第一节移动通信市场的现状..................................................................................................6一、我国移动通信运营市场的发展状况................................................................................6二、市场竞争格局....................................................................................................................6第二节移动通信市场的发展趋势..........................................................................................6一、3G时代的发展迅猛..........................................................................................................6二、运营商联手三大国际巨头，3G手机暗战升级..............................................................7第二章消费者行为特点的基本概念..............................................................................................9第一节消费者行为的基本概念..............................................................................................9第二节消费者行为研究的用途............................................................................................10第三节影响消费者购买行为的因素....................................................................................12第三章移动通信市场消费者行为特点调查、分析及对策........................................................13第一节对移动通信市场消费者行为特点的调查................................................................13一、调查时间：......................................................................................................................13二、调查地点：......................................................................................................................13三、调查对象：......................................................................................................................13四：调查方法：......................................................................................................................13五、调查问卷（见附录）......................................................................................................13六、调查问卷数据统计：......................................................................................................13七、关于调查的说明：..........................................................................................................17第二节对移动通信市场消费者行为特点的一般性分析....................................................17一、移动通信业与消费者......................................................................................................17二、政治法律环境对移动通信市场消费者行为的影响......................................................20三、经济环境对移动通信市场消费者行为的影响..............................................................21四、文化因素对移动通信市场消费者行为的影响..............................................................21五、人口对移动通信市场消费者行为的影响......................................................................23第三节移动通信市场不同年龄段消费者行为特点的分析................................................24一、客户网络选择行为的分析..............................................................................................24二、分类客户进行分析：................................