A Study Of Jiangxi PHS Users' Behavior

At present, the PHS users already accumulated achieves 70,000,000 households in China, and the PHS users in Jiangxi Province also have developed to 1,600,000 during past two years. Facing PHS users' rapidly growth, China Mobile and China Association —two biggest wireless telecommunication company in China —were forced to push out lots of promotion plans. This leads Chinese wireless market's competition to a superheating state. This article wants to give some proposals of PHS's next step development through the study of PHS users' behavior.The article is an investigation report. It spends us one month, involves a lot of citys, such as Nanchang, Ganzhou, Jingdezhen, Yichun, Nankang, Xinjian, and includes 1813 persons as well as 1315 PHS users of Jiangxi Telecom.The main body of the article consists of three parts. The first part is an analysis of Chinese wireless communication market, which analyses wireless communication's market share, factor of brand chosen , the consumer's satisfaction, and the consumer's feeling of diffierent wireless company's network for us from aspect of users development and users structure .The second part is an analysis of the PHS users' behavior, which analyses PHS users' behavior from purchase, the expense behavior, the new service chosen and consume habit, and emphasize on two important aspect— the hypothesized net and the campus market. The third part is suggestion of how to improve PHS's market share, which gives four aspects improvements from product development, price strategy, channel, promotion method through the SWOT analysis.The economic principles and consumer's decisions could affect the telecommunication enterprise's operation. And the studies of consumer's behavior including this two aspects, so it would be a more efficiently way for us to win the competition in future.