行動電話號碼可攜服務開放後的用戶市場區隔探討－－以台南地區為例

Market Segmentation after the Mobile Number Portability Service Opening in Tainan Area

我國行動電話普及率截至2005年3月底為止已達93.05%，充份顯示行動電話市場幾乎已達飽和的狀態。臺灣也已於2005年10月中旬實施行動電話號碼可攜之服務，由於此服務將大幅地降低用戶的轉換成本，將會產生更多的轉換用戶於行動電話服務市場中，因此，各業者無不將其行銷策略鎖定在擁有轉換意圖的用戶身上。然而，目前國內行動電話市場中相對缺乏行動電話可攜服務開放後的用戶特性研究。故本研究針對各大行動電話業者之用戶，利用人口統計、地理、心理、和行為等變數資料，採用類神經網路工具結合K-mean將用戶做市場區隔，以了解各群組用戶特性和轉換行為。研究結果顯示行動電話用戶依SOM結合K-mean的兩階段分群方法可得到四個群組－－「高滿意－－社會導向族群」、「高滿意－－穩定使用族群」、「低滿意－－情境導向族群」、「低滿意－－主觀使用族群」，其特性分別為「低轉換經驗低轉換意願」、「高轉換經驗低轉換意願」、「高轉換經驗高轉換意願」、「低轉換經驗高轉換意願」。低轉換意願者滿意度高，高轉換意願者滿意度低。研究並顯示號碼可攜服務會增加顧客轉換意願。本研究最後提出三部分之建議，分別為對各電信業者之建議、電信業者對各分群使用者之策略建議以及針對各分群用戶提出使用建議。

The using rate of cell phone in Taiwan reaches 93.05% at the end of March, 2005. This shows that the market of cell phone almost saturates. The authority has also carried out the service of mobile number portability in the middle of October, 2005 in Taiwan. Because the service would go down the transferring cost for users, there will be more transferring users in cell phone service market. However, domestic cell phone market lacks relative researches of switching users’ characteristics currently. The purpose of the study is to investigate the features and switching behavior for all kinds of cell phone users after the mobile number portability service beginning. Using demographic, geographical, psychological and behavioral data, this study combines the neural networks tool with the K-mean method to do market segmentation. The results show that the mobile user can be divided into four groups by SOM+K-mean, such as high satisfaction- social tendency, high satisfaction- stable tendency, low satisfaction- situational tendency, and low satisfaction- subjective tendency. The characters are low switch experience- low switch desire, high switch experience- low switch desire, high switch experience- high switch desire, and low switch experience- high switch desire, respectively. The study also shows that the mobile number portability service increases customers' switch desire. Finally, some implications are provided to mobile service providers as well as users.