【摘要】：隨著3G時代的到來，我國通信市場日漸成熟，中國移動、中國電信、中國聯(lián)通三家運營商所能提供的產(chǎn)品和服務(wù)，在質(zhì)量、資費等方面的差異性已越來越小，市場競爭日趨白日化。技術(shù)的發(fā)展、產(chǎn)品和服務(wù)的日新月異，使得我國大眾消費者對移動通信業(yè)務(wù)的使用更為頻繁、需求應(yīng)用更加廣泛，加上消費者維權(quán)意識的逐步增強，移動通信用戶轉(zhuǎn)換運營商的情況變得越發(fā)普遍。 鑒于號碼資源的有限性，移動號碼也將無可避免的面臨用戶使用方面的壓力。2008年，我國工業(yè)和信息化部決定在天津、海南開始試行攜號轉(zhuǎn)網(wǎng)政策，試行區(qū)域內(nèi)的移動通信用戶無需更換號碼便可進行網(wǎng)間轉(zhuǎn)換。該政策在一定程度上既有利于號碼資源問題的解決，又有利于我國移動通信市場的結(jié)構(gòu)優(yōu)化和均衡發(fā)展。由此，本文試圖結(jié)合攜號轉(zhuǎn)網(wǎng)的技術(shù)發(fā)展和政策試行效果，對我國移動通信用戶的轉(zhuǎn)網(wǎng)意愿和轉(zhuǎn)網(wǎng)行為進行研究，從而為政府的行業(yè)監(jiān)管和調(diào)控、運營商的內(nèi)外部優(yōu)化提供一定的理論和實踐建議 經(jīng)過為期半年的用戶信息搜集，獲得有效問卷4956份。通過模型建立，并運用AMOS和MATLAB軟件進行數(shù)據(jù)處理，最終分析得到：用戶對運營商的不滿因素、運營商對用戶的誘導(dǎo)因素均會對用戶的轉(zhuǎn)網(wǎng)行為有著顯著的正影響，其中不滿因素影響最大，同時誘導(dǎo)因素也會正向影響不滿因素。此外，用戶的日常消費情況和轉(zhuǎn)移壁壘也會對用戶轉(zhuǎn)網(wǎng)產(chǎn)生影響，只是就目前的市場情況來看，影響力度還比較弱。 期望能夠通過分析影響用戶轉(zhuǎn)換運營商的主要因素，幫助政府及其有關(guān)部門以更加有效的行業(yè)調(diào)控和監(jiān)管，使我國廣大移動通信用戶得以更加自由、便捷的轉(zhuǎn)換運營商，，促進運營商之間的相互競爭，推動我國電信業(yè)的良性發(fā)展。希望運營商在用戶轉(zhuǎn)網(wǎng)方面，能為了留住存量用戶、發(fā)展新增用戶，而更加注重自身服務(wù)水平、資費結(jié)構(gòu)、產(chǎn)品質(zhì)量、技術(shù)研發(fā)等方面的投入與提升，最終惠及我國數(shù)量正在急速增長的廣大移動通信用戶。
[Abstract]:With the coming of 3G era, the communication market of our country is maturing day by day. The differences of products and services offered by China Mobile, China Telecom and China Unicom are becoming smaller and smaller in terms of quality, tariff, etc. The market competition is becoming more and more white. With the development of technology and the rapid development of products and services, the mass consumers in our country have more frequent use of mobile communication business, more extensive application of demand, and the gradual enhancement of consumers' awareness of protecting their rights. It is becoming more and more common for mobile users to switch operators. In view of the limited number resources, mobile numbers will inevitably face pressure from users. In 2008, China's Ministry of Industry and Information Technology decided to pilot a policy of carrying numbers and transferring networks in Tianjin. The mobile communication users in the pilot area can switch between networks without changing their numbers. To a certain extent, this policy is beneficial to the solution of the number resource problem, and to the optimization and balanced development of the mobile communication market in China. Therefore, this paper attempts to study the willingness and behavior of mobile communication users to switch networks in our country, combining with the technological development and the effect of policy trial, so as to regulate and control the industry of government. The internal and external optimization of operators provides some theoretical and practical suggestions. After half a year of user information collection, 4956 valid questionnaires are obtained. Through establishing the model and using AMOS and MATLAB software to process the data, it is concluded that the dissatisfied factors of users to operators, the inducement factors of operators to users will have a significant positive influence on the switching behavior of users. Among them, dissatisfaction factor is the most important factor, and inductive factor will also positively affect dissatisfaction factor. In addition, the daily consumption of users and transfer barriers will also have an impact on users to switch to the network, but on the current market situation, the impact is still relatively weak. We hope that by analyzing the main factors that affect the user switching operators, we can help the government and its relevant departments to regulate and supervise the industry more effectively, so that the vast number of mobile communication users in our country can switch operators more freely and conveniently. Promote the competition between operators, promote the benign development of China's telecommunications industry. I hope operators can pay more attention to the investment and promotion of their service level, tariff structure, product quality, technology research and development in order to retain the existing users, develop new users, and pay more attention to their own service level, tariff structure, product quality, technology research and development, etc. The final benefit of the number of rapid growth in China's vast number of mobile communication users.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F626

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