Improve Experiential Marketing Effect Of New Mobile Service Based On User Behavior Model

With the vigorous development of 3G, communications industry is facing enormous challenges. Operators have to make transition in the face of it. Voice service is the most important communication service in 2G era. However, with the advent of 3G and the development of mobile Internet, New mobile services are merging and become the most critical services, such as the mobile Internet applications. Although the new mobile services and to meet the diverse needs of consumers, but consumers are not familiar with the new business. In recent years, telecommunications operators conducted experiential marketing as the primary means of promoting new mobile services, to attract consumers to use and purchase. Operators spend a lot of energy to locate the experience marketing area, but overlook the analysis and guidance the behavior of users during the experiential event, which is not conducive to enhance the effect of marketing.This paper improves the model of experience marketing, and proposes the factor model that influences the user purchase decision. Eventually, propose user experiential data analysis and guidance model of new mobile services. To demonstrate the practical application of the model above, this paper analyze the CU 2G users' behavior data in CU 3G experiential activity and Identify user which will not use 3G wireless Internet after experience. Finally, explore marketing strategies to improve the CU 2G user experiential survival rate of CU 3G experiential card.