基于四维驱动的移动通信企业顾客资产提升研究

经济学硕士学位论文基于四维驱动的移动通信企业顾客资产提升研究徐彬哈尔滨工业大学2008年6月国内图书分类号：V526国际图书分类号：629.78经济学硕士学位论文基于四维驱动的移动通信企业顾客资产提升研究硕士研究生：徐彬导师：邵景波副教授申请学位：经济学硕士学科、专业：国际贸易学所在单位：管理学院答辩日期：2008年6月授予学位单位：哈尔滨工业大学ClassifiedIndex：V526U.D.C：629.78DissertationfortheMasterDegreeinEconomicsRESEARCHONENHANCEMENTOFCUSTOMEREQUITYOFMOBILECOMMUNICATIONENTERPRISEBASEDONFOUR-DIMENSIONALDRIVERCandidate：XuBinSupervisor：AssociateProf.ShaoJingboAcademicDegreeAppliedfor：MasterofEconomicsSpeciality：InternationalTradeAffiliation：SchoolofManagementDateofDefence：June,2008Degree-Conferring-Institution：HarbinInstituteofTechnology哈尔滨工业大学经济学硕士学位论文摘要随着营销管理从产品导向向顾客导向的转变，企业经营的重点也从产品经营、品牌经营向顾客经营转变。产品的同质化致使市场竞争异常激烈，强化与顾客的关系已成为许多企业提升竞争力的必然选择。作为企业昀终的利润来源，顾客也越来越为企业所重视，甚至被企业视为可以为企业带来持续利润的可经营的无形资产，即顾客资产。在服务经济为主导的时代，企业开始以顾客资产的观点来管理其顾客资源，按顾客能为企业带来的价值进行分类，有目的的分配企业的资源，实现顾客资产的保值与增值，进而实现企业顾客资产的昀大化，提升企业的竞争优势。本文首先分析了顾客资产营销理论产生的过程，探讨了顾客资产理论相对于以往顾客满意理论、顾客忠诚理论以及顾客终身价值理论的优势所在，并进一步分析了顾客资产的特性、顾客资产的四个驱动要素、品牌转换矩阵以及品牌效用模型。在此基础上，本文选取中国某移动通信企业作为研究对象，根据移动通信市场的特点，分析了影响移动通信企业顾客资产的亚驱动要素，并通过问卷调查获得数据，应用基于四维驱动的顾客资产测量模型对该企业的顾客资产进行了测量，同时确定了各亚驱动要素的权重。昀后根据各亚驱动要素的权重大小，结合移动通信市场顾客资产驱动要素的特点，提出了相应的顾客资产提升策略，为企业营销资源分配提供依据。关键词移动通信；顾客资产；效用模型；Logistic回归-I-哈尔滨工业大学经济学硕士学位论文AbstractAccompaniedbythechangethatmarketingmanagementisconvertingfromproduction-orientationtocustomer-orientation,thefocusofcompanyoperationisalsotransferringfromproduction-operationandbrand-operationtocustomer-operation.Producthomogenizationhasbroughtonextraordinarilyfiercemarketcompetition,asaresultofwhichit’snecessaryforcompaniestostrengththerelationshipwithcustomerssoastopromotecompetitiveness.Astheultimatesourceofprofitofcompanies,customersarepaidmoreandmoreattentionto,evenperceivedasoperationalandintangibleassetthatcanbringsustainableprofit,namelycustomerequity.Ineraofserviceeconomycompaniesstarttomanagetheresourceofcustomerswiththeviewpointofcustomerequity,inadditiontowhichclassifycustomersbythevaluethatcustomercanbringtocompaniesandpurposefullydistributeresourcesofcompanies,soastomaintainandincreasecustomerequity,andthenmaximizecustomerequityofcompanies,whichwillpromotescompetitivenessofcompanies.Thecustomerequitytheoryisfirstlyanalyzed,whileitsadvantageisdiscussedcomparedwiththecustomersatisfactiontheory,thecustomerloyaltytheoryandthecustomerlifetimevaluetheory.Thefeature,driver,brandswitchingmatrixalongwithbrandutilitymodelarefurtheranalyzed.Inadditionamobilecommunicationenterpriseisselectedasresearchobjectonabasisofcharacteristicofwhichdatumareobtainedthroughquestionnaire,andthencustomerequityismeasuredwiththefour-dimensionalmodelinthispaper.Onabasisoftheresultinwhichtheweightofeachdrivercanbeobtainedandthefeatureofthemobilecommunicationmarket,promotionstrategiesofdifferentdriversofcustomerequityofmobilecommunicationenterprisearediscussedfinally,whichwillbereferenceforresourceallocation.Keywordsmobilecommunication,customerequity,utilitymodel,logisticregression-II-哈尔滨工业大学经济学硕士学位论文目录摘要.......................................................................................................................IAbstract...............................................................................................................II第1章绪论......................................................................................................11.1问题的提出...............................................................................................11.1.1研究的背景........................................................................................11.1.2研究的目的和意义............................................................................21.2国内外研究综述.......................................................................................31.2.1顾客资产国外研究现状.....................................................................31.2.2顾客资产国内研究现状.....................................................................71.3本文的研究内容和思路.........................................................................10第2章顾客资产的基本理论.........................................................................122.1顾客资产.................................................................................................122.1.1顾客资产理论的产生.......................................................................122.1.2顾客资产概念的界定.......................................................................162.1.3顾客资产的特性..............................................................................162.2基于四维驱动的顾客资产测量模型......................................................182.2.1顾客资产的驱动要素.......................................................................182.2.2顾客品牌转换矩阵..........................................................................212.2.3效用模型..........................................................................................222.3本章小结.................................................................................................24第3章移动通信市场顾客资产驱动要素分析.............................................253.1移动通信市场概述.................................................................................253.2价值驱动要素...............