Using Marketing Orientation and Service Performance to Explore the Behavior of Marketing Channels and Sales Promotion of 3G Telecommunication Companies

• Main Authors: Jia-Fu Chen, 陳佳夫
• Other Authors: Jenn-Long Liu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/36897563212778912737

碩士 === 義守大學 === 資訊管理學系碩士班 === 98 === In recent years, the domestic 3G Telecommunication Companies market was developing rapidly due to the development of internet driven the rise of mobile commerce market. The on-line service provided by 3G Telecommunication Companies market has already become a kind of new trend of service.Regarding the the popularization rate of 3G mobile communication service in Taiwan is still low since only few consumers are in the usage. Therefore, it is still belongs to a new service from the view point of popularization rate. Generally, the 3G service provides more new functions than that of 2G. These functions provided by 3G for consumers’ needs will often attract users to convert their 2G system to the 3G system, and the topic is worth for a further study. When 3G Telecommunication Companies face a variety of consumption markets, the satisfaction of consumers with good performance lead to consumer services with marketing channels and sales promotion. This study is focusing on investigating five 3G of on-line service compaines operated in Taiwan region, including the Chunghwa Telecom, Taiwan cellular phone and Far East Tone Telecommunications, Pacific Asia Telecommunication and Weibo treasure Telecommunication etc. We make use of the questionnaire survey, hoping to provide useful suggestions for 3G Telecommunication Companies in order to undestand the behavior of the Marketing Orientation and Service Performance. Moreover, this research adopted WEKA data mining approach from the Questionnaire data to quickly and effectively identify valuable information. The WEKA data mining software aims to prospect its related rule from the data base and then provides a useful reference for decision making management.