基于报表数据的中国联通公司顾客资产测量与提升研究

发布时间：2018-03-25 16:37

本文选题：中国联通公司　切入点：顾客资产　出处：《哈尔滨工业大学》2012年硕士论文

【摘要】：顾客资产对于电信行业是非常重要的概念，如果忽视了顾客资产，将会导致企业价值被严重低估。在中国联通公司发展的上升阶段，顾客获得与维系仍然是形成其核心竞争力的主题。顾客资产以自身具有完整地涵盖顾客现在、未来利润贡献信息而受到重点关注，同时作为企业持续竞争力的创造者能够解决企业在顾客资源管理方面出现的问题。要做到这一切需要可靠的计量方法测量顾客资产相关指标，形成企业量身定做的独特测评体系，，最终根据所示信息结果发现问题或警示，从而针对不同的信息特点对顾客资产实行保值增值的提升策略。本文的顾客资产测量体系适用于契约型公司，对于非契约型公司，只要合理计算当前保留率，也将适用该测量体系。本文从企业激烈的顾客资源争夺背景、学术界研究顾客资产能为企业持续创造价值的现状入手，结合对中国联通公司特有的顾客资产管理现状和驱动要素分析，通过整理顾客资产测量模型资料，确定了使用基于公司报表数据的方法测量中国联通公司的顾客资产。所确定的测量体系对应于中国联通公司出具财务报表的日期，包括当前顾客价值、未来顾客价值和总顾客资产的测量模型，从而可形成各指标的时间序列数据。具体应用到中国联通公司时，首先构建了多层次指标体系，抓住联通公司公布的顾客数据的规律，依据β转换模型原理测算了当前保留率时间序列，通过Eviews6.0软件的自回归模型识别出未来保留率的S期超前回归模型方程组并加以验证；再利用Matlab7.0编程模拟中国联通公司的每期期末顾客存量适用的技术替代方程。然后将上述计算结果联系起来，以季度为最小时间区隔，进行中国联通公司的当前价值、未来价值以及总顾客资产的测量，同时纳入新型市场营销指标顾客资产可持续比率CESR的测算。最后，依据顾客资产和CESR的内部逻辑关系，对中国联通公司的顾客资产进行了层级划分，分析每个层级的顾客资产特点之后，根据所提取的经营管理信息提出了适合该层级顾客发展特点的公司经营策略。
[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.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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