本文選題：電信運(yùn)營(yíng)商　切入點(diǎn)：客戶品牌　出處：《南京郵電大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：電信運(yùn)營(yíng)商邁入品牌經(jīng)營(yíng)的時(shí)代以后,我國(guó)三大運(yùn)營(yíng)商紛紛建立起自己的品牌體系。在品牌經(jīng)營(yíng)中,品牌經(jīng)營(yíng)策略的重點(diǎn)逐步從以企業(yè)品牌為主導(dǎo)向以業(yè)務(wù)品牌、客戶品牌及服務(wù)品牌為主導(dǎo)轉(zhuǎn)變,其中客戶品牌更是品牌管理的關(guān)鍵。但是電信運(yùn)營(yíng)商在品牌管理的過程中存在著一定的問題,加之運(yùn)營(yíng)商之間的競(jìng)爭(zhēng)越來越激烈,導(dǎo)致電信客戶品牌關(guān)系斷裂的現(xiàn)象越來越嚴(yán)重,而攜號(hào)轉(zhuǎn)網(wǎng)政策的試點(diǎn)實(shí)施更加劇了這一現(xiàn)象。對(duì)于電信運(yùn)營(yíng)商而言,客戶是極其重要的資產(chǎn),在客戶品牌關(guān)系斷裂后實(shí)現(xiàn)關(guān)系的再續(xù)、挽回流失客戶,對(duì)電信運(yùn)營(yíng)商而言將具有重要的戰(zhàn)略意義。在品牌關(guān)系理論研究中,關(guān)于品牌關(guān)系再續(xù)影響因素方面的研究仍然相對(duì)比較匱乏,而針對(duì)電信領(lǐng)域進(jìn)行品牌關(guān)系再續(xù)影響因素的研究更具有一定的創(chuàng)新性。此外,本文以理性行為理論為基礎(chǔ),在研究的過程中以品牌再續(xù)意愿來代替實(shí)際的品牌再續(xù)行為,從而建立影響電信客戶品牌關(guān)系再續(xù)意愿的理論模型。 本論文共有六個(gè)章節(jié),第一章節(jié)介紹本文研究的背景、研究的目的與意義、研究?jī)?nèi)容與技術(shù)路線圖、研究方法以及本文的創(chuàng)新點(diǎn);第二章節(jié)是文獻(xiàn)綜述部分,其中主要包含兩個(gè)部分內(nèi)容,第一部分描述品牌理論,主要是品牌的定義以及品牌理論發(fā)展的階段,第二部分描述品牌關(guān)系方面的相關(guān)理論;第三章詳細(xì)分析當(dāng)下電信運(yùn)營(yíng)商品牌管理的現(xiàn)狀,具體介紹電信業(yè)的品牌分類與三大電信運(yùn)營(yíng)商品牌體系建設(shè)的現(xiàn)狀,并分析目前市場(chǎng)競(jìng)爭(zhēng)導(dǎo)致電信運(yùn)營(yíng)商客戶品牌關(guān)系斷裂加劇的狀況;第四章節(jié)根據(jù)現(xiàn)有研究成果以及電信市場(chǎng)的特點(diǎn),分析并提出了影響電信運(yùn)營(yíng)商客戶品牌關(guān)系再續(xù)的六個(gè)相關(guān)假設(shè),并據(jù)此建立電信運(yùn)營(yíng)商品牌關(guān)系再續(xù)影響因素的理論模型;第五章節(jié)是實(shí)證研究部分,該部分首先介紹調(diào)查問卷的具體設(shè)計(jì)與實(shí)施以及相關(guān)統(tǒng)計(jì)分析方法在本文中的具體運(yùn)用,其次對(duì)問卷收集的數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析以及信效度分析以驗(yàn)證樣本及問卷設(shè)計(jì)的合理性,并使用AMOS7.0軟件對(duì)本文建立的電信客戶品牌關(guān)系再續(xù)影響模型進(jìn)行結(jié)構(gòu)方程模型分析,最后對(duì)相關(guān)實(shí)證研究的結(jié)論進(jìn)行分析;第六章節(jié)總結(jié)實(shí)證研究的結(jié)論及本文的主要貢獻(xiàn),并據(jù)此為電信運(yùn)營(yíng)商實(shí)施客戶品牌關(guān)系的再續(xù)提出合理的建議;第七章節(jié)總結(jié)本文研究存在的不足之處以及可以進(jìn)一步研究的方向。
[Abstract]:After the telecom operators entered the era of brand management, the three major operators of our country established their own brand system one after another. In the brand management, the emphasis of the brand management strategy gradually changed from taking the enterprise brand as the leading point to the business brand. Customer brand and service brand are the leading changes, among which customer brand is the key to brand management. However, telecom operators have some problems in the process of brand management, and the competition between operators is becoming more and more intense. The phenomenon that leads to the breaking of the brand relationship of telecom customers is becoming more and more serious, and the pilot implementation of the policy of carrying numbers to transfer networks has exacerbated this phenomenon. For telecom operators, customers are an extremely important asset. It will be of great strategic significance for telecom operators to realize the continuation of the relationship after the break of the customer brand relationship and save the loss of customers. The research on the influencing factors of brand relationship renewal is still relatively scarce, and the research on the influencing factors of brand relationship renewal in the field of telecommunications is more innovative. In addition, this paper is based on the theory of rational behavior. In the process of the research, the brand renewal intention is used to replace the actual brand recontinuation behavior, and the theoretical model which affects the telecom customer brand relationship recontinuation intention is established. There are six chapters in this paper. The first chapter introduces the background, the purpose and significance of the research, the research content and technical roadmap, the research methods and the innovation of this paper, the second chapter is the literature review. The first part describes the brand theory, mainly the definition of brand and the stage of brand theory development. The second part describes the related theory of brand relationship. The third chapter analyzes the current status of telecom operators' brand management in detail, introduces the classification of telecom brands and the current situation of the three telecom operators' brand system construction. It also analyzes the situation that the market competition leads to the breakdown of the customer brand relationship of telecom operators. Chapter 4th according to the existing research results and the characteristics of the telecommunications market, This paper analyzes and puts forward six related hypotheses that influence the continuation of customer brand relationship of telecom operators, and then establishes the theoretical model of influencing factors of telecom operators' brand relationship re-continuation. Chapter 5th is the empirical research part. This part first introduces the specific design and implementation of the questionnaire and the specific application of related statistical analysis methods in this paper, and then carries on statistical analysis and reliability analysis to verify the rationality of the sample and questionnaire design. And use the AMOS7.0 software to establish the telecom customer brand relationship continue influence model to carry on the structural equation model analysis, finally carries on the analysis to the correlation empirical research conclusion; 6th chapter summarizes the empirical research conclusion and the main contribution of this paper. Based on this, it puts forward reasonable suggestions for telecom operators to implement customer brand relationship. Chapter 7th summarizes the shortcomings of this study and the direction of further research.
【學(xué)位授予單位】：南京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F273.2;F626;F224

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