| dc.description.abstract | The market of 3rd Generation mobile communication systems all over the world increases gradually. But the 3G data services quantities in Taiwan does’nt rise in the last two years. It’s prospect is not brightening. The purposes of the research are to find out the market segments of 3G mobile data services, to understand whether the data services of different segments have two-dimensional quality, and to set up the plans of quality improvement and marketing strategies according to the customers satisfaction coefficient. First, the low produce knowledge customers who interfere with the result are excluded. Then, the customers with high product knowledge are divided into several groups. Finally, the attributes of quality are classified according two-dimensional model and the difference between groups are compared.
The results of the research show that the customers of 3G mobile data services can be divided into four market segments：segment 1, ＂Leisurely and Independent＂, segment 2, ＂Stable and Ordinary＂, segment 3, ＂Introvert and Conservative＂, and segment 4, ＂Positive and Conscientious＂. Different lifestyles have differences among attributive classifications of two-dimensional model. Twelve of the services, Mobile Video, Mobile TV, Mobile Entertainment, Mobile Broadcasting, Personal MMS, Mobile Internet, Personal Location-based Services, VoIP, Video Phone , Micro Payment , Mobile Bank,and Unify Message are statistically significant. Segment 1 consider that there are four attractive requirements, six one-dimensional requirements, three indifferent requierments. Segment 2 consider that there are three attractive requirements, four one-dimensional requirements, two must-be requiements, and four indifferent requirements. Segment 3 consider that there are one one-dimension requirements, three must-be requirements, and nine indifferent requirements. Segment 4 consider that there are two attractive requirements, three one-dimension requirements, and four indifferent requirements. According to the customer satisfaction coefficient, Mobile Video, Mobile TV, and Mobile Internet are the first three requirements to increase the customer satisfaction of segment 1. VoIP, Video Phone, and Mobile Internet are that to segment 2. Personal MMS, Mobile TV, and Mobile Entertainment are that to segment 3. Mobile Internet, Mobile TV, and Unify Message are that to segment 4. | en_US |