The Analysis Of The Mobile Phone Users' Perceptive Value And Selecting Model Research

Nowadays,China mobile communication market has developped to the stage full of fierce competition.Each big telecommunication operator has launched various marketing strategies to seize the share of the market.As the mobile phone users increasing, mobile communication market has a big profit space,but the market space were relatively reduced.Therefore, telecommunications operators must adjust management concept.Customer perception value will be the key to management decision,to promote the mobile phone users'customer satisfaction and loyalty, and enhance their market competitiveness.From the basic theories of the perceptive value, this paper expounds the meaning of the customer perceptive value and the connotation of the perceptive value elements in communications field.Refering to the existing research, the model of customer perceptive value is constructed in communication field.This paper focus on the process of the mobile phone users selecting communications operators, including the first choice and the transfer. The main affecting factors of the two processes are analyzed, by the SAS software,including that descriptive statistics analysis and factor analysis, analysis of variance, correlation analysis and Logistic regression analysis methods. This paper mainly includes the following four parts:(1)The theory model of mobile phone users choosing communications operators is constructed. From perceptive value perspective,the theoretical model of cell phone users initial choosing and transferring communications operators is constructed, the process of which is analyzed. two choice behavior of forming process.Then, the paper analyzes the the process of cell phone users choosing communications operators based on the bargaining game theory, and analyzes the sub-gambling refining Nash equilibrium of the bargaining game.(2) the empirical research is done around the questionnaire of the mobile phone users' perceptive value.Firstly, the questionnaire measuring project concerning the various factors of cell phone users perceived values is designed.The initial questionnaire modified,reliability analysis, experts assess, eventually a questionnaire is formed.Then,the process and results of investigation is described.The results are done the descriptive statistical analysis, reliability analysis and validity analysis by the statistical software.(3)The regression model of the mobile phone users selecting communications operators is established.The regression model is respectively established by the various factors of the cell phone users perceived values and individual attribute as independent variables, which offered the significant factors of mobile phone users.(4) This article provides some suggestions for telecommunications operators to attract and save mobile phone users and provides some references for developing marketing strategy. This article applied perceptive value theory in the process of mobile phone users selecting communications operator,expanding the field of perceptive value study,also providing new ideas for telecommunications operator management.