中国第三代移动通信智能手机用户族群研究——基于China-VALS的模型  

Smart Phone Ethnic Groups of Chinese 3G Mobile Communication Based on China-VALS

作　　者：王琦[1] 张颖[1] 李海强[2] 

机构地区：[1]北京邮电大学经济管理学院,北京100876 [2]中国电信集团公司,北京100012

出　　处：《重庆邮电大学学报（社会科学版）》2013年第2期80-88,共9页Journal of Chongqing University of Posts and Telecommunications(Social Science Edition)

基　　金：国家自然科学青年基金资助项目:社会网络环境下的客户行为预测模型研究(70901009);中央高校基本科研业务费专项资金资助项目:定制情境下消费者决策行为及心理机制研究(2012RC1001)

摘　　要：随着中国第三代移动通信进程的推进和手机的不断智能化,用户的需求已经逐渐取代内容,演变成业务发展的核心,业务种类也由通信类业务向资讯类业务、娱乐类业务及互联网业务等方面延伸,进而使得3G手机用户市场呈现出"族群化"新特性。基于China-VALS模型,以生活方式与价值观、需求与使用动机为维度,对中国第三代移动通信智能手机用户市场可能存在的"族群"进行了探索性研究。研究采用问卷调查收集数据,运用因子分析和K-means聚类分析方法,得到了商务沟通族、简单移动族、新潮体验族、理性消费族、自我彰显族和科技精英族等六大"族群",并阐述了各族群的需求特征,研究结果为中国电信运营企业针对不同人群定制手机和营销提供了信息和决策支持。As Chinese 3Gmobile communications are promoted and phones are becoming increasingly smarter,t he main business is developed from content to user demands.Business types are extending from communication to amusement, social contact, commerce and life aspects, allowing ＂ ethnic group ＂ feature of 3Gphone user market. On the basis of China-VALS model, the paper explores the potential groups in Chinese 3Gmobile phones market from lifestyle and value as well as demands and applications.Relying on questionnaire survey, through factor analysis and K-means clustering method, this paper identifies six ＂ ethnic groups ＂： commercial communication, simple mobile,f ashion, rational consumer, self-manifestation and technological elite.The different demands of the ethnic groups are presented by providing available information and decision support for tailor-made phones and marketing techniques of Chinese telecommunication enterprises.

关 键 词：生活方式 用户族群 购买动机 智能手机 

分 类 号：F273[经济管理—企业管理]