隨著國內通訊成長快速,但3G行動加值服務使用率仍舊低迷。本研究以台北市之行動用戶為研究對象,以AIO生活型態市場作為區隔基礎。以瞭解各區隔中顧客對3G加值服務之潛能,以擬定有效的行銷策略。同時彙整國外3G行動電信業發展過程文獻以提供電信業者經營方向之參考。研究結果發現:1.採取網路媒體方式傳達優惠訊息是最有效溝通媒介。2.各區隔在人口統計變數上之「職業」有顯著差異;3.各區隔在創新採用過程變數上,「有無使用過」、「訊息來源」、「感興趣」、「願意付出多少元」、「費用接受程度」、「付費機制」、「是否採用」等變數上有顯著差異;4.各區隔在生活型態變數上,「科技玩家」、「精打細算」、「衝動購物」、「特殊愛好」上有顯著差異。5.各區隔在產品屬性喜好度之「3G系統本身」、「業者服務內容」、「創新加值服務」上有顯著差異。最後根據研究結果,就顧客面與行銷夥伴整合分析,以對未來電信業者從事行銷活動之策略規劃時之參考。
Along with the fast growth of domestic communication , the 3G mobile added-value service utilization ratio is still low in our country. The object of the study is mobile consumers in Taipei city. The study uses AIO lifestyle scale as the base of market segmentation to analyze the difference between various segments consumer in choosing mobile value-added services, and to draw up effective marketing strategies. By collecting entire 3G mobile telecom development studies, this study provides developing management suggestions for 3G telecom industries in Taiwan. The research findings are:1. Online media is the most effective communication for discount promotion.2.There are significant differences on demographic variables, innovation adoption process, lifestyle variables, and product attributes. Finally, Suggestions for marketing strategy in telecom and marketing partner and each cluster were also provided in the study.