| Since the telecommunications market to break the monopoly, China's telecommunications market has become increasingly fierce. ARPU for mobile value-added service operators to improve and enhance their competitiveness has a very important significance. According to market advisory Metabolites (IResearch) data shows that China's mobile value-added business has developed rapidly in recent years. CRBT users by the end of 2005, China Mobile have been reached 90.84 million households. 5.3 million Households with a monthly rate of rapid growth. Apart from text messaging, so there CRBT mobile Internet, cell phone, wallet, mobile positioning, mobile value-added products, such as mobile streaming media. Form a huge market size.After many years of development, although operators and service providers accumulated a certain amount of experience in market operation. But also encountered many new problems: is the first of many to promote value-added business actually does not produce the desired results, such as WAP, BREW. JAVA, MMS, etc., in addition to the restrictions on mobile terminals reasons, the pricing of such business, design content with the spending power of consumers, there are other modes of acceptance and actual demand not matched; What they are more willing to buy value-added businesses? Therefore, the current market situation and development trend of the market, We need to clarify "what kind of like in the end users mobile value-added service" or "Which factors in the purchase decision mobile value-added service "and try to figure out this problem, We must clarify what is the impact on mobile value-added service that customers value, and the degree of importance of these factors. To help service providers to improve products, improved marketing strategies.From customer perception and perception of the value of the lost balance. Parasuraman (2000) that the main elements of the customer value product quality, quality of service and price. Lapierre (2000), including the products and services that customers value not only the quality and price of two components elements, and the value has been incorporated. Lapierre (2000), targeting customers with the information industry, two dimensions of the customer value in the form of a measurable dimensions: products, services and relationshi ps; Dimensions 2 lost profits and benefits. He used the empirical evidence demonstrated the value of the 13 components, including the assumption that but also three types of service businesses (ICE, distribution, Finance / finance), respectively, an assessment of 13 components. The main results show that in all the survey. Adaptability is the most important and timely response to the two service-related profits, ICE with financial and customer relations in the two biggest factors difference. Lapierre, many scholars (Ulaga, 2001; Lapierre. 2000) of the constituent elements of customer value in the study, mainly from the start of this dimension. And the corresponding increase in profits lost by the lowering of interest or strategy. This paper studies the basis of this method is also described elements of customer value mobile value-added service system.From the characteristics of value-added service, the thesis depart the benefit of value-added service as three parts, eight variable,include experience, customization, respond, stability, technical competence, visualize, credit and cooperation. The passed versuses the survey of 198 consumers, from the consumer analysis the movement appreciate product shopper the worth know factor system.Analyze through empirical research and data, text arrival at a conclusion as follows:1, The structure of value-added service CV includes four Frist class factors: experience, service, relations and cost. 11 second class factors: content, money cost, accommodate,response, time cost, credit, customization, stability, technical competence , visualize and cooperation. And has carried on the arrangement to the customer value influence factor importance, there are:Content>Money Cost>Response>Credit>Time Cost>Stability>Visualize>Customization>Technical Competence>Cooperation>Accommodate。2, Based on the factors that influence customer mobile value-added service and mobile value-added business user population characteristics (age, income, education ) analysis of variance, From the results we can see that a master's or higher education, and business users of mobile value-added customer value perception edge worse. With the increase in user education, thinking more deeply, more diverse social activities. look at the growing mobile value-added service mentality correct, as college student's polymer focus on value c overs will also reduce the perceived value and the value of cooperation. In addition, the users understand and meet high academic ability. Able to grasp more complex and interesting mobile value-added service and therefore not demand high adaptability. This shows that the highly educated users for a master's degree or higher, SP wants to attract them, compared with the values required for other users, especially high school and college academic users to be more of a high-level, results-oriented objectives and the use of the product reached, not just the product attributes to meet.Although the text of mobile value-added service on Customer Value Management conducted a series of studies and empirical analysis. Yielded some results. However, capacity constraints and the study, there are still many problems involved. or has been in the papers but have not yet made an analysis in depth. One type is more mobile value-added services, including short message service (SMS), MMS, IVR business. CRBT, WAP, mobile value-added products, such as mobile streaming media business, due to the different operational characteristics. Constitute a larger share of the value differences. Different characteristics of the value-added business customer value of different teams. The study constitutes the value of mobile value-added service that customers could not ignore the other types of business. In follow-up studies need to pay attention to. Further analysis of the relationship between controlled variables and factors, we can see that population characteristics and differences in the perception of mobile value-added service that links customer value is not very close. From this we can conclude that as a traditional industrial products and mobile value-added service totally different nature. Research is also needed to improve its methods. Mobile value-added services, because of their experience and pure spirit of the characteristics of the product. User's personality and lifestyle is the most crucial factor This literature is also available before the demonstration. This follow-up study could begin in-depth discussions. |
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