The Study Of Market Segmentation And Marketing Strategy Of Xi'an Unicom's Third Generation Mobile Communication

Along with the establishment of the third generation mobile communication standard in our country and the breakthrough of international third generation mobile communication service, the times of 3G has approached to us in China. Currently, Xi'an mobile communication market has been nearly saturated, the market competition will become stronger than before. Under such circumstances, it is very difficult for Xi'an Unicom to increase its user quantities in a large degree and to enlarge itself significantly. Therefore, Xi'an Unicom must begin to study the third generation mobile communication market in order to seize the opportunity, gain advantage position on the new platform and enhance competitive strength in the face of the third generation mobile communication's arrival.Based on the literature review on the market segmentation and the marketing theory, this paper integrates previous research results and this investigation method of Xi'an third generation mobile communication market is mainly through the questionnaire and supplemented by data analysis and expert interviews. The informants are researched through frequency analysis, factor analysis and cluster analysis. The main works and research results are as follows:(1) Based on the study of market segmentation standard, this paper establishes the index system about market segmentation of the third generation mobile communication through four dimensions including the geographic and demographic characteristics, psychological characteristic and lifestyle, product attitudes and the pursuit of the interests, consumer behavior and value.(2) The database about Xi'an third generation mobile communication market was established through the questionnaires are issued in Xi'an market. According to 3G business favoritisms, promotion tactics, the approach of understanding and so on, the early user of the third generation mobile communication characteristics and favoritisms are analyzed. We draw the following conclusions that Videophone and Online listening/downloading are the favorite businesses of the early user, Friends, colleagues and network are the mostly approach of understanding 3G, Presented calls are the favorite promotional tactics.(3) Applying on the market segmentation's theory and technology, the observed variables are analyzed by component factor analysis and varimax rotation method, and ten elucidative factors are abstracted.(4) This paper analyzes ten elucidative factors by hierarchical cluster method and establishes the segmentation model of Xi'an third generation mobile communication market. This market is divided into seven segments. The characteristics of all segment markets are described.(5) According to the customer value's analysis in the different market segments from the favoritisms, promotional tactics and charging methods etc., this paper makes scientific predictions about the potential third generation mobile communication market of Xi'an Unicom, and builds a research market strategy in the various market segments in order to provide the reference and basis for Xi'an Unicom on the establishment of market strategy in the future third generation mobile communication.