【摘要】：在3G牌照發(fā)放后，中國電信、中國移動(dòng)、中國聯(lián)通都開展了電信全業(yè)務(wù)經(jīng)營，，三家公司分別運(yùn)營了CDMA2000、TDSCDMA、WCDMA三種制式的3G業(yè)務(wù)，通信市場(chǎng)競(jìng)爭(zhēng)異常激烈，電信企業(yè)間對(duì)客戶的反復(fù)爭(zhēng)奪導(dǎo)致了移動(dòng)客戶的離網(wǎng)率高、忠誠度降低、企業(yè)成本增加及效益下滑等問題，是電信業(yè)面臨的緊迫的問題。需要對(duì)離網(wǎng)用戶的特征以及消費(fèi)方式等進(jìn)行充分的分析研究，從而引導(dǎo)對(duì)潛在離網(wǎng)用戶進(jìn)行有效管理，防止客戶離網(wǎng)，降低企業(yè)損失。 本文基于電信競(jìng)爭(zhēng)和客戶關(guān)系管理及市場(chǎng)營銷相關(guān)理論，在對(duì)電信X分公司離網(wǎng)用戶抽樣的基礎(chǔ)上，通過構(gòu)建離網(wǎng)客戶特征分析模型，分析電信移動(dòng)客戶離網(wǎng)用戶特征和消費(fèi)方式，基于電信產(chǎn)品設(shè)計(jì)和市場(chǎng)推廣等視角尋找影響用戶離網(wǎng)的因素，提出降低客戶離網(wǎng)率的對(duì)策建議,本文的研究在大量實(shí)證分析的基礎(chǔ)上探討影響離網(wǎng)率的因素，本文的研究結(jié)論是，不同客戶群的離網(wǎng)影響因素存在較大的差異性，影響離網(wǎng)的因素可以歸結(jié)為入網(wǎng)時(shí)的特性因素：付費(fèi)類型、客戶套餐品牌、是否承諾消費(fèi)、發(fā)展渠道、有無終端補(bǔ)貼、是否套餐融合、3G智能機(jī)類別等因素；以及客戶在網(wǎng)期間的消費(fèi)特征因素：在網(wǎng)時(shí)長(zhǎng)、客戶累計(jì)收入、在網(wǎng)累計(jì)通話時(shí)長(zhǎng)、 ARPU、上網(wǎng)流量等。這些因素的影響程度的大小對(duì)不同的客戶群也存在差異。再結(jié)合針對(duì)樣本中享受終端補(bǔ)貼的離網(wǎng)用戶的套餐進(jìn)行分析，運(yùn)營商可以針對(duì)入網(wǎng)時(shí)的特征因素在套餐設(shè)計(jì)時(shí)進(jìn)行有針對(duì)性的改進(jìn)，在網(wǎng)消費(fèi)的影響因素可以在客戶在網(wǎng)時(shí)給與過程中的營銷促進(jìn)客戶使用。據(jù)此結(jié)論指導(dǎo)營銷活動(dòng)及客戶維系活動(dòng)的開展，在實(shí)踐上為電信公司加強(qiáng)客戶維護(hù)，降低離網(wǎng)率等提供了借鑒。因此，本文的研究在實(shí)踐上具有重要的意義和價(jià)值。
[Abstract]:After the issuance of the 3G license, China Telecom, China Mobile, and China Unicom have all launched their telecommunications full-service operations. The three companies have respectively operated the 3G services of CDMA2000TDSCDMA-WCDMA, and the competition in the communication market is extremely fierce. The repeated competition for customers among telecom enterprises leads to the high rate of mobile customers leaving the network, the decrease of loyalty, the increase of enterprise cost and the decline of benefits, etc., which is an urgent problem facing the telecom industry. In order to guide the effective management of potential off-network users and to prevent customers from leaving the network, it is necessary to analyze and study the characteristics and consumption patterns of off-network users, so as to reduce the loss of enterprises. Based on the theories of telecom competition, customer relationship management and marketing, this paper constructs an off-network customer characteristic analysis model on the basis of the sample of off-network users of Telecom X Branch. This paper analyzes the characteristics and consumption patterns of telecom mobile customers, finds out the factors that affect the users' off-network based on telecom product design and market promotion, and puts forward some countermeasures and suggestions to reduce the rate of customer off-network. On the basis of a large number of empirical analysis, this paper discusses the factors that affect the off-line rate. The conclusion of this study is that there are great differences in the factors that affect the off-line rate of different customer groups. The factors that affect the off-network can be attributed to the characteristic factors when entering the network: payment type, customer package brand, commitment to consumption, development channel, terminal subsidy, whether the package integrates with 3G smart machine category and so on. And customer consumption characteristics during the network: in the network time, customer cumulative income, in the network cumulative call time, ARPU, Internet traffic and so on. The degree of influence of these factors on the size of different customer groups are also different. Combined with the analysis of the off-net users who enjoy terminal subsidy in the sample, the operators can improve the package design according to the characteristic factors when entering the network. The influencing factors of online consumption can be used by customers in the process of giving them marketing. The conclusion can guide the development of marketing activities and customer maintenance activities, and provide a reference for telecom companies to strengthen customer maintenance and reduce the off-line rate in practice. Therefore, the study of this paper has important significance and value in practice.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F626

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 滕穎;倪得兵;唐小我;;放松規(guī)制條件下電信企業(yè)進(jìn)入決策研究[J];電子科技大學(xué)學(xué)報(bào);2006年02期

2 滕穎,錢宇;我國電信業(yè)市場(chǎng)格局與電信業(yè)發(fā)展分析[J];電子科技大學(xué)學(xué)報(bào)(社科版);2001年03期

3 車志宇,段云峰;電信客戶離網(wǎng)分析方法[J];電信技術(shù);2004年10期

4 夏國恩;邵培基;;電信業(yè)客戶流失管理策略模型[J];電信科學(xué);2009年03期

5 鄧森文;馬溪駿;;基于Cox模型的移動(dòng)通信行業(yè)中低端客戶流失預(yù)測(cè)研究[J];合肥工業(yè)大學(xué)學(xué)報(bào)(自然科學(xué)版);2010年11期

6 施朝健,張明銘;Logistic回歸模型分析[J];計(jì)算機(jī)輔助工程;2005年03期

7 洪源源;關(guān)穎;;電信套餐資費(fèi)策略演進(jìn)分析[J];信息通信技術(shù);2010年06期

8 周支立,劉斌;基于客戶信息的電信企業(yè)客戶流失問題分析[J];情報(bào)雜志;2003年12期

9 童利忠;呂小宇;;基于生存分析方法的移動(dòng)通信行業(yè)顧客流失研究[J];商場(chǎng)現(xiàn)代化;2007年10期

10 朱世武,崔嵬,謝邦昌;移動(dòng)電話客戶流失數(shù)據(jù)挖掘[J];數(shù)理統(tǒng)計(jì)與管理;2005年01期

本文編號(hào)：2178065