Research On The Impact Factors Of The Users To Select The Mobile Operators

To balance the competition situation of mobile communication market, and to deepen the competition, the Chinese mobile communication industry went through the third time restructuring in2008. The competitors have become three companies, China Mobile, China Unicom, and China Telecom. Accompanied with the arrival of the3G, the competitive landscape of the Chinese mobile communication market has changed a lot, competition become particularly intense. China Unicom got the most mature3G license, and its good performance in the3G market is reversing the vulnerable situation in the2G market. China Telecom with its3G brand "Tianyi" entered the market. With the dominant position in fixed-line and the broadband, China Telecom exhibits huge development potential. While, China Mobile is still far ahead in the2G market, but it was not so perfect in the3G market, the market share showed a slow downward trend.In such a competitive environment, how to maintain the original users? How to reduce churn and attract new users? The mobile operators will pay more and more attention to brand building and effective strategies to maintain existing customers and attract new customers. So analysis about which and how factors affect users’choices is particularly important.In order to understand how the factors affect users choices. This paper uses a questionnaire, and conducted a survey of591families across the country with a total of1928people. The survey was aimed at the achieved operator choices, so the data what we got is so called revealed preference data, which is a true description of the objective world and with a high degree of reality rationality.The empirical research was under the perspective of product differentiation. Although there are similarities, the three operators’mobile communication products are different in terms of price, communication quality, brand image, so I believe that differentiated product assumption consists with theoretical and practical, We need to create discrete choice models for differentiated products empirical research. This paper use multinomial logit discrete choice model (MNL) to estimate factors that affect the choice of consumers and give some recommendations based on the actual situation.This paper follows this logic:first, identify the problem to be solved; second, designed the questionnaire and carried the survey; third, set up the models and come to the conclusions.The main innovation of this paper is as follows:First, I retrieved the literature without finding the empirical literature on China’s mobile operators’choice from the perspective of the multi-logit discrete choice model; Second, I set up empirical models of the factors impact on the choice of operators, and come into a series of inferences based on the model estimation results; Third, the data used by the previous research literature on mobile communication services is far less rich than this paper; Fourth, in this paper, I uses a lot of official date that was collected from the three operators’website during a long time.The paper contains descriptive statistical analysis and empirical model analysis using the questionnaire survey data. The conclusions are basically consistent with the real world, which shows the success of the questionnaires’ design and survey.