X电信分公司移动客户离网因素研究

发布时间：2018-08-11 19:49

【摘要】：在3G牌照发放后，中国电信、中国移动、中国联通都开展了电信全业务经营，，三家公司分别运营了CDMA2000、TDSCDMA、WCDMA三种制式的3G业务，通信市场竞争异常激烈，电信企业间对客户的反复争夺导致了移动客户的离网率高、忠诚度降低、企业成本增加及效益下滑等问题，是电信业面临的紧迫的问题。需要对离网用户的特征以及消费方式等进行充分的分析研究，从而引导对潜在离网用户进行有效管理，防止客户离网，降低企业损失。本文基于电信竞争和客户关系管理及市场营销相关理论，在对电信X分公司离网用户抽样的基础上，通过构建离网客户特征分析模型，分析电信移动客户离网用户特征和消费方式，基于电信产品设计和市场推广等视角寻找影响用户离网的因素，提出降低客户离网率的对策建议,本文的研究在大量实证分析的基础上探讨影响离网率的因素，本文的研究结论是，不同客户群的离网影响因素存在较大的差异性，影响离网的因素可以归结为入网时的特性因素：付费类型、客户套餐品牌、是否承诺消费、发展渠道、有无终端补贴、是否套餐融合、3G智能机类别等因素；以及客户在网期间的消费特征因素：在网时长、客户累计收入、在网累计通话时长、 ARPU、上网流量等。这些因素的影响程度的大小对不同的客户群也存在差异。再结合针对样本中享受终端补贴的离网用户的套餐进行分析，运营商可以针对入网时的特征因素在套餐设计时进行有针对性的改进，在网消费的影响因素可以在客户在网时给与过程中的营销促进客户使用。据此结论指导营销活动及客户维系活动的开展，在实践上为电信公司加强客户维护，降低离网率等提供了借鉴。因此，本文的研究在实践上具有重要的意义和价值。
[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.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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