Rasearch Of Mrketing Segment And Position Of Mobile Data Service Based On The Demonstration Of The Handset Navigation Service

The third-generation will arrive soon, and the development of mobile data service will become one of the most important tasks. But the mobile data service didn't grow as well as we need. The main reason should be lacking of demonstration and quantification research in the marketing segment and position. Up to the present, the academe make qualitative and macroscopical research most of the time. So this text will discuss about the method of market segment and position of mobile data service.This text use literature-reading method and demonstration method. Through literature-reading method, this text find out the study point, which is using segment and position theory into the mobile data service's marketing research, and using quantification method to find out the target market, and give some suggestions to the strategy. Through the demonstration, this text takes handset navigation service as an example, uses the first-hand data from the questionnaire, refer to the western marketing theory, and use the statistics method to study the segment and position of handset navigation service.This text first setup a hypothesis, which is target market has notable difference with non-target market in accept of the service. Second, design the indexes of the questionnaire, and carry out the survey to get all the first-hand data. Third, make data analysis and market segment, and find out the target market. Four, make hypothesis test and correct the target. Five, find out the market position of the service through the data analysis. At last, this text analyzes the characteristics of each life cycle and gives some suggestions of marketing strategy.This text's main research achievements are these. First, use market segment and position theory into the mobile data service's marketing research. Second, test and correct the target market through demonstration and quantification method. Third, give some suggestions to marketing strategy based on the conclusion of target market and market position.This text chooses handset navigation service as an example because it is a new mobile data service appears recently both domestic and overseas. So it is a totally new service, and the problem to solve is how to find out the target market and position, and how to make the strategy. The total research and method can be used when it comes to other data services.