基于感知价值的3G新增用户细分实证研究

3G业务发展过程中出现用户高增长、高流失现象。为改进市场策略,降低市场成本,选取体验阶段3G用户为研究对象,在对影响用户决策的因素进行总结的基础上,从实际用户消费数据出发,以用户感知价值为纽带,构建指标体系,通过聚类分析技术,将用户决策特征与实际消费行为联系起来,从新的维度对用户进行细分,探索顾客价值研究的新途径。

Research on 3G New Users Segmentation Based on Perceived Value

With the development of 3G business,there are a phenomenon of high growth and high loss of the number of users.In order to improve the market strategy,and reduce the cost of the market,this paper,selecting the 3G users in experiencing phases as the research object,based on the influencing factors of users’ decision and the actual consumption data,constructs the index system by the users’ perceived value.Through cluster analysis,it establishes a link between the users’ decision characteristics and actual consumption behavior,and subdivides users’ group from a new dimension,exploring the new way to study the theory of customer value.