In U.s. University Students Mobile Consumer Behavior Research

With global 3G commercial advancing with steady steps and marching into the the scale developmnet stage, cell phone brand manufacturers and mobile networkoperators, as important parts of communication industry chain, are facing increasing international competition. In order to grasp the opportunites, facing challenge and obtained satisfactory performance, it is essential for them to use the idea of"Think globally, Act locally"to dirct their international management and international marketing, and well analysis the customer behavior of various countries.Under this circumstance, it is of practial significance to have a further research on"A Comparative Study of Cell Phone Consumption Behavior of American and Chinese College Students". The author utilizes the real diagnosisanalysis method and finish this thesis.The frameworks of this thesis is as follows,Firstly, the author strives to broadly absorb the merits from numerous theories and researches about cell phone consumption, reviews the international marketing theories. On the basis of numerious secondary documents and theories, the author adopts interviews and questionaires, ackonowledges several proposal suppositions and thus draw some conclusions and enligtenments.Secondly, propose the following initial suppositions, I. The proportion of American college students using 3G cell phones should be higher than the Chinese college students.II. American college students are more sensitive to the price of cell phones than Chinese college students.III. The proportion of Chinese college students buying cell phone occupy living expenses should be higher than American college students.IV. Chinese college students send more text messages, while American college students make more cell phone calls because of different price and cultural differentiation.V. The proportion of American college students pay for cell phones and membership fee by themselves should be higher than Chinese college students.Lastly, after performing the questionaires investigation, conduct statistics on questionaires and analysis the data, subsequently, acknowlege the suppositions and thus draw several conclusions and enlightenments.This thesis is applying the international marketing theories, close connecting with foreland technology development, comparision studying cell phone consumption behavior of American and Chinese college students. It is of realistic significance to provide cell phone brand manufacturers and mobile networkoperators with some suggestions. Hope related companies and scholars to get some enlightenments.