| Summary |
Ying-Wei Chen，2007.06
Graduate Institute of Transportation Science, Tamkang University
Taiwan Railway Administration (TRA) intends to provide internet service in the station and on the train. To diversy the service contents, TRA intends to renew its website and adds electronic commerce services in the train and on the station. There are some questions of here. What kind of electronic commerce that TRA would provide? What is target market of mobile commerce of TRA? Therefore, we study market segmentation for mobile commerce of TRA.
To find out the target market, we review other literatures about mobile commerce segmentation, mobile commerce, electronic commerce, wireless internet, and value-added service. Finally, we adopted lifestyle theory. Some scholars use lifestyle variable to segment market, another use lifestyle to describe market. In this study, mobile commerce for TRA is a kind of new service, so we use innovation adopted theory to construct market segmentation model of mobile commerce for TRA. Lifestyle theory, demographic variable and train utilization are describable variables. Service application attribute is segment variable. In order to find feasible methods, we review market segmentation theory and compare four models. The result show that Cluster-based Segmentation Model is feasible in our study. So we use cluster method to classify the market of mobile commerce of TRA.
The result reveal that：The populations of target market are three in mobile commerce of TRA. The target market are: age: 19~33; income: less than NTS 10000 and NTS 25000~34999, and occupation: undergratuates and business managers. They think that when their travel time lasts 60 minutes, TRA can provide more transportainments, like travel services, electronic games, tickets ordering, speciality ordering, and scenic spots information. Besides, TRA can provide electronic equipment with internet facility and other value-added services including music, electronic games, MOD, movie etc on the train. The acceptable prices of passengers lie in the range of NT15~34. |
