A Study On The Choice Behavior Of Telecommunication Household Tariff Packages Based On Discrete Selection Model

With the reform and restructuring of the telecommunications industry,the competition in the whole business of the telecommunications industry is becoming increasingly fierce.In order to adapt to the change of industry environment,China Telecom has also made strategic adjustment.Its operation mode has gradually changed from product-centered to consumer-centered 4D marketing mode.Therefore,it is of great value for China Telecom to understand the characteristics of consumers' behavior,analyze and predict consumers' choice behavior,to clarify the potential needs of household users,and to realize package design,tariff pricing and maximize consumer value for Telecom operators.The main innovation of this paper is to use behavioral economics theory to analyze the bounded rationality model of household user's package choice behavior.Based on discrete choice model,a multi-logistic model for predicting household user's package choice behavior is constructed,which makes up for the traditional multi-logistic model that can not predict the bounded rationality household user's package choice behavior.The shortcomings of the improved model are verified,and an improved multi-logistic model optimization method based on reference dependency is proposed to solve the problem that the goodness of fit of the model is not ideal.On the basis of defining the connotation and extension of the concepts of consumer,consumer behavior and consumer choice behavior,this paper,supported by the theory of consumer choice behavior,uses the form of questionnaire to analyze the consumption characteristics of Telecom household users.The results show that:(1)Telecom household user consumption is mainly dominated by young people;(2)the influence of different household users' characteristics and attributes of telecommunication packages on household user consumption behavior is not significant;(3)household user consumption behavior tends to be rational,and household user consumption decision-making has long-term and stability;(4)Telecom.The household user's choice behavior and its influencing factors become the key in the marketing of Telecom household fee package.Based on this,in order to further analyze the impact of the characteristics of household users and the attributes of Telecom packages on household users' consumption behavior,this paper constructs a multi-logistic model to predict household users' packages selection behavior based on discrete selection model,and carries out empirical analysis.The empirical results show that the multi-logistic model of Telecom home users' package selection behavior prediction can predict Telecom home users' package selection behavior to a certain extent,and it is suggested that the salesmen can combine the characteristics of Telecom home users to carry out targeted marketing.At the same time,the paper tests the reliability and validity of the model.Aiming at the problem that the goodness of fit of the model is not ideal,the paper puts forward the optimization suggestions and ideas of multi-logistic model based on improved reference dependency.Finally,on the basis of summarizing the research results,the paper puts forward the design and marketing strategy of China Telecom Home User Package.The paper suggests:(1)In the design of Telecom family packages,we should accelerate the sharing of unified packages among family members,reduce the cost of household users,and accelerate the popularization of multi-terminal data flow sharing plan;(2)In the sales of Telecom family packages,it is suggested to make full use of various media and resources,adopt diversified propaganda means,and formulate a feedback plan based on the total household consumption integral to attract individual users to provide information on the use of household products;(3)Achieve the accumulation of household user data,and propose the establishment of a family-centered home.Home users group to improve the loyalty of home users.