The Study Of The Influence Factors Of Product Selection Of Company P

In recent years, with the rapid deve lopment in science and technology, the broadband industry plays a m ore and more important role in the so ciety. The broadband industry is prom oting the developm ent of the world and changing people’s life. As a important infrastructure in inform ation society, the broadband indus try stimulates the economic development, promotes the inform ation sharing, changes the m ode of production and life. Since the 80 ’s, the development of the broadband is m ore and more be concerned by the world. According to the statistical report of the twenty-ninth Chinese Internet development CNNIC released in 2012 January, China Internet users exceeded 500 million and reached 513 million, Internet penetration rate reached 38.4%. In August 17, 2013, the State Council issued the "China broadband Chinese" strategic implement action plan. The strategic deploys developm ent goal and path in next 8 years. It m eans that the "broadband strategy" has becom e a national strategy. In the first tim e the broadband became a national strategic public infrastructure.With the developm ent of broadband strategy and the increasing dem and of broadband, the broadband m arket has become a market, where the three operators as a basis and a variety of grade two or three ope rators have a vigorous developm ent. This paper takes Company P as a cas e to investigate the factors that influencing the purchase intention of consumer of broadband products. To identify the key factors that affecting the product choice of consum ers. To rese arch in the current m arket conditions the operators by what m eans to prom ote consumer broadband products consum ption for different groups of people. It can provide a basis for operators to develop m arketing strategies. This paper studies the difference of factors that influence consumer’s choice of products in Company P. First of all, this pa per reviews the related literature and chooses problems in consum er’s choice of products. Than the author propose the purpose, significance and innovation of this paper. Then analysis the pr oduct categories of Company P and consumption habits of consum er. To find the factors that m ay affect consumer’s choice of products, and put forward the index selection and research methods of this paper. The author selected 17 indexes in this paper. Firstly, the article makes a the descriptive statistical analysis of the 17 i ndexes. Then the article us e the m ethod of multinomial Logistic re gression to establish model and make ana lysis. Than get the degree of influence factors of user’s choice of products in Company P and the influence degree of each facto r. Finally, combining the conclusions of this study, the article put forward suggestions for the future development of broadband products of Company P.