發(fā)布時(shí)間：2018-03-25 16:37

  本文選題：中國(guó)聯(lián)通公司　切入點(diǎn)：顧客資產(chǎn)　出處：《哈爾濱工業(yè)大學(xué)》2012年碩士論文

【摘要】：顧客資產(chǎn)對(duì)于電信行業(yè)是非常重要的概念，如果忽視了顧客資產(chǎn)，將會(huì)導(dǎo)致企業(yè)價(jià)值被嚴(yán)重低估。在中國(guó)聯(lián)通公司發(fā)展的上升階段，顧客獲得與維系仍然是形成其核心競(jìng)爭(zhēng)力的主題。顧客資產(chǎn)以自身具有完整地涵蓋顧客現(xiàn)在、未來利潤(rùn)貢獻(xiàn)信息而受到重點(diǎn)關(guān)注，同時(shí)作為企業(yè)持續(xù)競(jìng)爭(zhēng)力的創(chuàng)造者能夠解決企業(yè)在顧客資源管理方面出現(xiàn)的問題。要做到這一切需要可靠的計(jì)量方法測(cè)量顧客資產(chǎn)相關(guān)指標(biāo)，形成企業(yè)量身定做的獨(dú)特測(cè)評(píng)體系，，最終根據(jù)所示信息結(jié)果發(fā)現(xiàn)問題或警示，從而針對(duì)不同的信息特點(diǎn)對(duì)顧客資產(chǎn)實(shí)行保值增值的提升策略。本文的顧客資產(chǎn)測(cè)量體系適用于契約型公司，對(duì)于非契約型公司，只要合理計(jì)算當(dāng)前保留率，也將適用該測(cè)量體系。 本文從企業(yè)激烈的顧客資源爭(zhēng)奪背景、學(xué)術(shù)界研究顧客資產(chǎn)能為企業(yè)持續(xù)創(chuàng)造價(jià)值的現(xiàn)狀入手，結(jié)合對(duì)中國(guó)聯(lián)通公司特有的顧客資產(chǎn)管理現(xiàn)狀和驅(qū)動(dòng)要素分析，通過整理顧客資產(chǎn)測(cè)量模型資料，確定了使用基于公司報(bào)表數(shù)據(jù)的方法測(cè)量中國(guó)聯(lián)通公司的顧客資產(chǎn)。所確定的測(cè)量體系對(duì)應(yīng)于中國(guó)聯(lián)通公司出具財(cái)務(wù)報(bào)表的日期，包括當(dāng)前顧客價(jià)值、未來顧客價(jià)值和總顧客資產(chǎn)的測(cè)量模型，從而可形成各指標(biāo)的時(shí)間序列數(shù)據(jù)。具體應(yīng)用到中國(guó)聯(lián)通公司時(shí)，首先構(gòu)建了多層次指標(biāo)體系，抓住聯(lián)通公司公布的顧客數(shù)據(jù)的規(guī)律，依據(jù)β轉(zhuǎn)換模型原理測(cè)算了當(dāng)前保留率時(shí)間序列，通過Eviews6.0軟件的自回歸模型識(shí)別出未來保留率的S期超前回歸模型方程組并加以驗(yàn)證；再利用Matlab7.0編程模擬中國(guó)聯(lián)通公司的每期期末顧客存量適用的技術(shù)替代方程。然后將上述計(jì)算結(jié)果聯(lián)系起來，以季度為最小時(shí)間區(qū)隔，進(jìn)行中國(guó)聯(lián)通公司的當(dāng)前價(jià)值、未來價(jià)值以及總顧客資產(chǎn)的測(cè)量，同時(shí)納入新型市場(chǎng)營(yíng)銷指標(biāo)顧客資產(chǎn)可持續(xù)比率CESR的測(cè)算。最后，依據(jù)顧客資產(chǎn)和CESR的內(nèi)部邏輯關(guān)系，對(duì)中國(guó)聯(lián)通公司的顧客資產(chǎn)進(jìn)行了層級(jí)劃分，分析每個(gè)層級(jí)的顧客資產(chǎn)特點(diǎn)之后，根據(jù)所提取的經(jīng)營(yíng)管理信息提出了適合該層級(jí)顧客發(fā)展特點(diǎn)的公司經(jīng)營(yíng)策略。
[Abstract]:Customer assets are a very important concept in the telecommunications industry. If we ignore customer assets, it will lead to a serious undervaluation of enterprises. In the rising stage of the development of China Unicom, Customer acquisition and maintenance is still the theme of forming its core competitiveness. Customer assets are focused on for their own complete coverage of the customer's present and future profit contribution information. At the same time, as the creators of sustainable competitiveness of enterprises, they can solve the problems in customer resource management. In order to achieve this, we need reliable measurement methods to measure customer asset related indicators. Form a unique evaluation system tailored to the enterprise, and finally discover problems or warnings based on the results of the information shown, In this paper, the measurement system of customer assets is suitable for contractual companies, for non-contractual companies, as long as reasonable calculation of the current retention rate, The measurement system will also apply. In this paper, from the background of fierce enterprise competition for customer resources, the academic research on the status quo of customer assets can continuously create value for enterprises, combined with the analysis of China Unicom unique customer asset management status and driving factors. By sorting out the data of customer assets measurement model, the method based on company report data is used to measure the customer assets of China Unicom, and the measurement system is corresponding to the date when China Unicom issued financial statements. Including the measurement model of current customer value, future customer value and total customer assets, thus the time series data of each index can be formed. According to the principle of 尾 -transformation model, the paper calculates the current retention rate time series by grasping the rules of customer data published by Unicom, and identifies the S period advanced regression model equations of future retention rate by the autoregressive model of Eviews6.0 software and verifies it. Then we use Matlab7.0 to simulate the technological substitution equation of China Unicom's customer stock at the end of each period. Then we combine the above calculation results to make the current value of China Unicom based on the quarterly minimum time range. The measurement of future value and total customer assets, as well as the measurement of customer asset sustainability ratio (CESR), a new marketing indicator, is also included. Finally, according to the internal logical relationship between customer assets and CESR, The customer assets of China Unicom are divided into different levels. After analyzing the characteristics of the customer assets in each level, the company management strategies suitable for the customer development characteristics of each level are proposed according to the extracted management information.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F626

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