| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士班 === 96 === 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.
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