手机用户感知价值的分析与选择模型分析

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1、东北林业大学硕士学位论文AbstractNowadays，Chinamobilecommunicationmarkethasdeveloppedtothestagefulloffiercecompetition．Eachbigtelecommunicationoperatorhaslaunchedvariousmarketingstrategiestoseizetheshareofthemarket．Asthemobilephoneusersincreasing，mobilecommunicationmarkethasabigprofitspace，butthemarket

2、spacewererelativelyreduced．Therefore，telecommunicationsoperatorsmustadjustmanagementconcept．Customerperceptionvaluewillbethekeytomanagementdecision,topromotethemobilephoneusers’customersatisfactionandloyalty,andenhancetheirmarketcompetitiveness．Fromthebasictheoriesoftheperceptivevalue,this

3、paperexpoundsthemeaningofthecustomerperceptivevalueandtheconnotationoftheperceptivevalueelementsincommunicationsfield．Referingtotheexistingresearch，themodelofcustomerperceptivevalueisconstructedincommunicationfield．Thispaperfocusontheprocessofthemobilephoneusersselectingcommunicationsopera

4、tors，includingthefirstchoiceandthetransfer．Themainaffectingfactorsofthetwoprocessesareanalyzed，bytheSASsoftware，includingthatdescriptivestatisticsanalysisandfactoranalysis，analysisofvariance，correlationanalysisandLogisticregressionanalysismethods．Thispapermainlyincludesthefollowingfourpart

5、s：(1)ThetheorymodelofmobilephoneuserschoosingcommunicatiOIlSoperatorsISconstructed．Fromperceptivevalueperspective，thetheoreticalmodelofcellphoneUSerSinitialchoosingandtransferringcommunicationsoperatorsisconstructed，theprocessofwhichisanalyzed．twochoicebehaviorofformingprocess．Then,thepape

6、ranalyzesthetlleprocessofcellphoneUSerSchoosingcommunicationsoperatorsbasedonthebargaininggametheory,andanalyzesthesub．．gamblingrefiningNashequilibriumofthebargaininggame．(2)theempiricalresearchisdonearoundthequestionnaireofthemobilephoneusers’perceptivevalue．Firstly,thequestionnairemeasur

7、ingprojectconcerningthevariousfactorsofcellphoneusersperceivedvaluesisdesigned．Theinitialquestionnairemodified，reliabilityanalysis，expertsassess，eventuallyaquestionnaireisformed．Then，tlleprocessandresultsofinvestigationisdescribed．Theresultsaredonethedescripti