As the deregulation of the mobile number portability (MNP) and the emergence of such new technologies and services as PHS and 3G, the mobile telecommunications industry in Taiwan becomes highly competitive than ever. Under such competition, customer churning and profit declining have become of great concerns to mobile service providers. In response, most of providers continuously develop and introduce new value-added products and services. Frequent value-add products and services might strengthen customers¡¦ loyalty (i.e., decrease customer churning) and improve gross profits, but the corresponding marketing cost would also be increased dramatically.
To lower the marketing cost and respond to market quickly, marketing staff typically adopts a pilot test based on the simple random sampling (SRS) approach or relies on marketing experts for defining potential target market for a new value-add product or service. The former approach requires a large number of respondents in the pilot test, while the latter is knowledge intensive and may suffer from unavailability of knowledge due to turnover of experienced marketing experts.
In this thesis, we propose a novel approach for efficient and effective search for the target market for a new product/service. Specifically, we consider the target market of a new product or service being that of the most similar existing product/service, where the similarity of products/services can be defined based on either their product/service attributes or the similarity between the pilot test of the new product/service and the customer-base of an existing product/service. Accordingly, we propose two target market prediction models for new product/service, i.e., ¡§customer-based target market prediction model¡¨ and ¡§product-attribute-based target market prediction model.¡¨ Our empirical results show that the proposed prediction models are more effective in predicting potential customers for new products/services than traditional approaches.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0811104-223524 |
| Date | 11 August 2004 |
| Creators | Chung, Yung-jui |
| Contributors | Hsin-Hui Lin, Tsang-Hsiang Cheng, Fen-Hui Lin, Chih-Ping Wei |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0811104-223524 |
| Rights | campus_withheld, Copyright information available at source archive |
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