Research Of The Influence Of Mobile Data Service Demand Of Customer Based On The Customer Life Cycle Theory

As the era of2G gradually evolve to3G and4G era, mobile data services are becoming the major force for the development of the telecommunication market. In the fierce competition environment, correctly grasping the need of users has became one of the focus problems of telecom market. As the lack of researches that explore the influence of uesrs’demand in existing researches, and at the same time, such reaserches usually divided users by ARPU, so some of them are slightly broad in customer description, which is not conducive to accurately match the customers’differert need to the data services.This study will firstly grasp the progress of existing related researches, and discuss the development of the customer life cycle theory and its significance in consumer behavior analysis. Then this study will divide the research objects according to the customer life cycle, in order to find the relationship between the influence of uesrs’demand and the customer life cycle. Also, this study will take GPRS as an example to do the relevant empirical research by sample characteristics analysis, correlation analysis and regression analysis.The main innovation points of this study are as follows:1. Dividing the customers according to the customer life cycle theory. This study divided the customers according to the customer life cycle stages and then analysed each life stage to ensure the factors that influenced the data service demand and find the similarities and differences between customer bases.2. Refining the customer demand classification. Previous relative researches generally focused on the independent variables (factors) design and classification but not the dependent variable. This study refined the demand by KANO model, and divided the customers’requirement into Must-Be Requirement, One-Dimensional Requirement and Attractive Requirement.Therefore, this research deeply analysed the influence factors of mobile data service demand, and will bring important reference significance to telecom operators and other related participants.