A Study on Market Segmentation of the Optical Fiber Broadband Access Network Services

• Main Authors: Ching-Chang Shih, 石清長
• Other Authors: 吳錦波
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/87020099947407858188

碩士 === 淡江大學 === 管理科學研究所企業經營碩士在職專班 === 96 === The twenty-first century is the new era of technology that combined with communication, information and video. The development of communication, information and video is an important index and foundation of national competence. Telecommunication service is gradually expanding from traditional telephones to those practical services that include digital, pictorial, and broadband multimedia. Thus the goal of this study is to explore the conscience perception, such as network quality of service, satisfaction level, and intention of usage behavior of those customers who use ADSL. By applying Rogers’ theory of innovation adoption, the thesis will discuss the possibilities of advancement to “the Optical Fiber Broadband Access Network Services” in the future. Then we will make a market division after discussing affordable price and expectation of customers about the advancement. This research, using written and internet surveys, is mainly for those who consume on the internet via ADSL. By analyzing life style of those ADSL customers in the greater area of Taipei, this study shows us that life style influences the understanding of products for those who are convenient, active, fashionable and loyal customers. Analyse with the attribute parameter of the products , ADSL consumers are divided into the types , such as service of goods , products quality , product cost ,etc.. The major targets of staple market division are as follow: the sex is not apparent male or female, 21-40 years old, college education and beyond, the job armed government and teacher ,finance insurance,students and middle-classes, 2 to 4 family numbers and 20,000 to 40,000 NTD of monthly salary. Regarding the knowledge of products, they consider optical fiber communication product is faster than ADSL, and on-hook network is more stable than ADSL。We assert, therefore, that “the Optical Fiber Broadband Access Network Services” is one of the important main-stream resources of future network information and electronic media.