The Research On The Influence Factors Of The Individuals To The Mobile Service Demand

China has 1.3 billion populations and the amount of the mobile service consumers is near to it.Such enormous scale makes the multiplicity; individuality and variability become the prominent characteristics of the mobile service demand.On the other hand, mobile service technology has many great renovations. The 1^st generation is the simulate mobile telephone with the voice telecommunication as the only service coming out in 1995.The 2^nd generation called GSM,CDMA is the numeral mobile telephone with the voice telecommunication as the priority and the data service as the subordination in 1997.In 2008, the 3^rd generation has become probation with the data service as a major.The diversification characteristic of the individual demands and the development of the mobile sevice technology make the research on the influence factors of the individuals to the mobile service demand become important and exigent.This paper uses the Lewin metal of behavior for reference and establishs a two dimensions table with one dimension is individual intrinsic factor and the other is outside environment factor.Secondly, this paper composes the influence model of the individuals to the mobile service based on the two-dimensions table.Then I look into the relationship of factors by data collecting and concrete analyzing.Firstly, this paper gives clear-cut research objective; refines the framework based on the present achievement.Secondly, the understanding of the influence factors of the individuals to the mobile service demand is discussed in chapter 3. It is the foundation of the latter research.In chapter 41 bring forward the influence model of the individuals to the mobile service. I design the variables of it. We focus on the relationship of the independent variables and dependent variables. Others are not important in this paper.The emphase of chapter 5 is the demonstration. I carry out the demonstration by interviews and questionnaires.First step is turning the concept model into the numeral model.Second step is distinguishing the representative customers: the high value customers, the middle value customers, the students and the labours.Third step is to collect the datas and make analyses.Based on the data demonstration, we come to the discuss of practice in chapter 6. One aspect is to describe the statistics results and the relationship hypothesis validates results. The other aspect is to give suggestions for how to satisfy the mobile service demands.From a mass of theory summarizing and practice research,we elicit the main conclusions as followings:No1.It is a helpful attempt to setting up the two dimensions table with one dimension is individual intrinsic factor and the other is outside environment factor.No2. The influence model of the individuals to the mobile service in this paper is reasonable and the method of the configuration equation is feasible.No3.Distinguish the key influence factors of the high value customers, the middle value customers, the students and the labours.The mostly innovations lie in:No1. The two dimensions table to exhibit the influence factors is a innovations.No2. The influence model of the individuals to the mobile service enrichs the research fruits of the demand area.No3.The objective customers self-contained and cross-sectional.The hypothesis is rational and emotional.No4.The TDMS path loop is a systematic method for constituting the demand strategy. It shifts the experiential method into the academic method.The achievements in the paper have significant roles to distinguish the key influence factors of different cusomers, design the consume enviorment and so on. Meanwhile, this paper obeys to the standard steps as market-investigating, data-analyzing, system-designing and concrete evidence research. This thinking is good to other similar research.