碩士 / 國立東華大學 / 國際企業研究所 / 90 / This research developed marketing strategy of cell phone service company for Mainland China’s after entering WTO. Customer demographic data including life style, brand loyalty, and satisfaction will be investigated by questionnaire survey. The data analysis adopted traditional statistics and neural network two techniques. The outcomes of this research are: (1)The perceptions of Mainland China’s customers about the service quality characteristics of cell phone business are different due to various satisfaction degrees; (2)The important service quality characteristics for cell phone users are “reasonable fee”, “assessability and convenience of service”, “service quality of service staff”, “service quality of service staff”, “service quality of system’, and “connection with internet”, “transferability of service”; (3)Life style of “pursuit-fashion”, “brand loyalty”, ”price sensibility”, and “purchase desire” have effects on the conception of Mainland china’s customers. (4) Most users are male, and between 20~40 age, well educated. Military, government personnel, and teacher are light user for cell phone. (5)The telecommunication policy in Mainland China is still controlled by the central government. This research suggest foreign traders to enter the market in Mainland China with the business of value added telecommunication service, or entering Mainland China by cooperating with local cell phone service company. The statistic results also found that neural network technique got a better classification rate than traditional statistics method.
| Identifer | oai:union.ndltd.org:TW/090NDHU5320004 |
| Date | January 2002 |
| Creators | I-JU Chen, 陳奕如 |
| Contributors | Wen Hai Chih, Kuo Chung Chang, 池文海, 張國忠 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 117 |
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