Telecom Customer Demand Decision-Making Models Based On Mental Accounting

In recent years, due to great changes of customer demand and technology evolution, industry trend, business model and structure in telecom industry has been profound changed. Customer is the important analysis object and target in the process of enterprise operation optimization, whose demand is so various and decision-making is so uncertainty, that enterprise must pay more attention to organization restructuring direction, confirm demand preference and decision-making characteristics of customer when they devote to all business. Telecom products and service possess the feature of invisibility, complexity and high-technology, thus research on consumer psychology of decision-making behaviors is more important and necessary in telecom industry than other industries. It is crucial to clarify the decision-making rules reasonable applying demand characteristics, so as to program the telecom business structure attracting and containing customers.Applying mental accounting theory, this thesis analyzes telecom customer decision-making behavior from the psychological and economic perspectives. Firstly, generalize the various telecom demands into practical and recreational demand setting up corresponding accounts, construct telecom customer decision-making at one point time and inter-temporal model with maximum utility principle. On this basis, combining the mathematical model and computer simulation, research the telecom customer decision-making mechanism from a certain time to a period of time, clear the influence of reference point and demand, as well as discrepancy between different accounts. And then some conclusions can be obtained:(1) telecom consumer decision-making life cycle exists; (2) When the reference price is higher than purchase price, transaction utility has positive effect to purchase, when lower than purchase price, transaction utility has negative effect to purchase, when equal to purchase price, transaction utility has no effect;(3)When the consumer decides to purchase the products whose reference price is less than actual price, he will weakening reference price subconsciously, compelling the effect of reference price near to zero; (4) Demand will strengthen the influence of the transaction utility, enhance the tendency of irrational consumption; (5) The stronger demand, the greater tendency of irrational consumption, the more obvious effect of transaction utility.Based on above conclusions, this paper provide some suggestions to telecom business restructure and developing, such as (1) setting business according to the stage of decision-making and demand; (2) If enterprise takes strategy of high price, then obfuscate reference price; on the contrary, if strategy of discount or low price, strengthen reference price. (3) Endeavor to advance payment with multi-channels;(4) separated or integrated marketing depend on different situations.