Mobile Communications Consumer Brand Choice And The Conversion Factor

During the development of mobile communication industry at full speed, it was not the monopoly compeletly, and competed drasticly. So, consumers' requests were much rigorous. As the mobile communication operator, it is very important to analyse the consumers' behavior about the brand chioce and conversion and make them well-pleasing to improve the core competitive sbility.The dissertation is guided by the theory of brand chioce and conversion. Combining with the means-end chain and the characteristics about network effect which is obvious on the market of mobile communication, the dissertation did the rational reserch of the core factors of the market of mobile communication in brand choice and convrsion, there are basic-attribute, add-attribute, result-attribute, service-attribute and network effects attribute. And then, it analysed the core factors by some method of mathematical statistics such as factor analysis and regression analysis. It aslo contrasted the difference on the three operators, and finally discussed the tactics of the operator.