电信运营商客户品牌关系再续的影响因素研究

发布时间：2018-03-17 14:48

本文选题：电信运营商　切入点：客户品牌　出处：《南京邮电大学》2012年硕士论文　论文类型：学位论文

【摘要】：电信运营商迈入品牌经营的时代以后,我国三大运营商纷纷建立起自己的品牌体系。在品牌经营中,品牌经营策略的重点逐步从以企业品牌为主导向以业务品牌、客户品牌及服务品牌为主导转变,其中客户品牌更是品牌管理的关键。但是电信运营商在品牌管理的过程中存在着一定的问题,加之运营商之间的竞争越来越激烈,导致电信客户品牌关系断裂的现象越来越严重,而携号转网政策的试点实施更加剧了这一现象。对于电信运营商而言,客户是极其重要的资产,在客户品牌关系断裂后实现关系的再续、挽回流失客户,对电信运营商而言将具有重要的战略意义。在品牌关系理论研究中,关于品牌关系再续影响因素方面的研究仍然相对比较匮乏,而针对电信领域进行品牌关系再续影响因素的研究更具有一定的创新性。此外,本文以理性行为理论为基础,在研究的过程中以品牌再续意愿来代替实际的品牌再续行为,从而建立影响电信客户品牌关系再续意愿的理论模型。本论文共有六个章节,第一章节介绍本文研究的背景、研究的目的与意义、研究内容与技术路线图、研究方法以及本文的创新点;第二章节是文献综述部分,其中主要包含两个部分内容,第一部分描述品牌理论,主要是品牌的定义以及品牌理论发展的阶段,第二部分描述品牌关系方面的相关理论;第三章详细分析当下电信运营商品牌管理的现状,具体介绍电信业的品牌分类与三大电信运营商品牌体系建设的现状,并分析目前市场竞争导致电信运营商客户品牌关系断裂加剧的状况;第四章节根据现有研究成果以及电信市场的特点,分析并提出了影响电信运营商客户品牌关系再续的六个相关假设,并据此建立电信运营商品牌关系再续影响因素的理论模型;第五章节是实证研究部分,该部分首先介绍调查问卷的具体设计与实施以及相关统计分析方法在本文中的具体运用,其次对问卷收集的数据进行统计分析以及信效度分析以验证样本及问卷设计的合理性,并使用AMOS7.0软件对本文建立的电信客户品牌关系再续影响模型进行结构方程模型分析,最后对相关实证研究的结论进行分析;第六章节总结实证研究的结论及本文的主要贡献,并据此为电信运营商实施客户品牌关系的再续提出合理的建议;第七章节总结本文研究存在的不足之处以及可以进一步研究的方向。
[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.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F626;F224

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