A Study On Influence Factors Of3G Diffusion And Development Strategies

3G diffusion in telecom industry is of great significance. With voice service becoming saturated and low-valued, high-speed mobile data services supported by3G technology provide a new profit source, leading great innovation in telecom industry.3G services have been developed for four years in our country. It can be predicted that3G in China has entered into a rapid development stage and research on further3G diffusion is important.3G services in this study are mainly operated by domestic carriers including high-speed Internet access services,3G value-added services and mobile phone applications.3G diffusion involves3G adoption and3G usage, fully reflecting the depth of diffusion situation. This study focuses on3G services offered by carriers, obtains3G diffusion factors from external environment, carrier strategy and user preferences, and provides basis for further development strategies.From external environment, this paper constructs a multivariate regression model based on cross-sectional data from31provinces, selects economic development level, resident consumption level and resident education level as dependent variables. The results show that resident education has an important influence on3G proliferation. From carrier strategy, this paper collects3G development strategy of the3carriers to construct the factor analysis model.14variables from6areas of price, terminals, applications, network, marketing, and technology replacement are screened to3integrated factors:basic strategy factor, network&application factor and terminal&standard factor. The results show that terminal&standard factor has the highest coefficient in3G adoption, and network&application factor has the highest coefficient in3G usage. From user preferences, this paper guides3G data service package design under carrier traffic operation background. The results show that the importance priority of3G data services package attributes is network bandwidth, price, service content and service quality, the market share of the conbined9virtual3G data service package is different and the preferences of different segments also vary. Based on the above analysis, this paper finally suggests several3G/4G business strategy to guide carrier decision-making and enhance their overall competitiveness.