中国3G手机套餐消费者选择问题探讨

Discussion of Consumers' Choices of 3G Packages in China

3G套餐是目前手机通信市场上一种新兴热门的营销方式。为了使运营商能更好地把握消费者的偏好,并设计最符合消费者心理需求的套餐,本文研究3G套餐的消费者选择问题,主要研究三方面内容,一是研究分析期望使用3G套餐的主要消费群体特征,二是探求不同收入和学历的人群对3G套餐内容的偏好是否不同,三是探求3G套餐适宜的可选择数目和信息描述量。结果证明,消费者的受教育程度,是否曾经使用过3G手机套餐,曾经使用过的手机套餐消费水平,及最关心的3G套餐内容这4项因素对消费者选择3G套餐的意向有显著影响。月收入和受教育程度不同的群体需求不同。适合于消费者选择的套餐数量约为4个,适合的套餐描述字数约180～200字。

In this paper,we focus on consumers＇ choices of 3G packages in China.The subject is divided into 3 parts.Firstly,explore the group characteristics of 3G package consumers;secondly,explore special preference of 3G package among people with different educational background and income;thirdly,explore the proper number and information load of 3G package.The result shows that the educational background,using history,historical spending,most caring content significantly affect the willingness of buying 3G package.Different educational background and income will lead to different requirements.The proper number of 3G package should be 4 and the proper information to describe should be about 180～200 words.