Abstract:

：With the development of 3G business, there are a phenomenon of high growth and high

loss of the number of users In order to improve the market strategy, and reduce the cost of

the market, this paper, selecting the 3G users in experiencing phases as the research object,

based on the influencing factors of users’ decision and the actual consumption data,

constructs the index system by the users’ perceived value Through cluster analysis, it

establishes a link between the users’ decision characteristics and actual consumption

behavior, and subdivides users’ group from a new dimension, exploring the new way to study

the theory of customer value.

Key words: 3G user, perceived value, clustering, user segmentation