基于客户生命周期理论的移动数据业务客户需求影响因素研究
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摘要
随着2G时代向3G、4G时代的演进,数据业务正逐渐成为电信市场增长的主要动力。在激烈的市场竞争环境下,正确把握用户需求成为电信市场各参与方关注的重点问题。在目前已有的移动数据业务相关研究中,对需求影响因素的探究较为匮乏,同时对所研究的客户群的划分主要以ARPU值为依据,在客户特征描述方面略显宽泛,不利于精确匹配客户对数据业务的差异化需求。
本研究将在综述国内外专家学者在数据业务需求相关研究进展与成功的基础上,论述客户生命周期理论的发展及其在消费者行为分析中的重要意义,并将研究对象按客户生命周期不同进行划分,分析各生命周期阶段的消费者在对数据业务购买和使用中的需求影响因素,探究客户生命周期对消费者需求影响因素的影响,明确数据业务市场不同客户生命周期阶段的客户群对数据业务的需求特征,并以GPRS业务为例,采用实证研究的方式通过样本特征分析、相关分析和回归分析探究客户在不同生命周期阶段的数据业务需求关键影响因素,继承并发展前人的研究成果。
本研究的主要创新点为：
1.根据客户生命周期理论对数据业务的客户群进行细分。将研究对象按照所处客户生命周期阶段的不同进行划分,并对各生命周期阶段的客户群进行逐一分析,在确定数据业务需求影响因素的同时找出不同客户群间的相同点与差异之处。
2.细化客户需求分类。以往的需求影响因素研究中多侧重于对自变量(影响因素)的设计与划分,对因变量(需求)的分析仍有待细化。本研究以卡诺模型为基础将客户需求细分为基本需求、期望需求与兴奋需求三类,实现对需求影响因素分析的进一步细化。
因此,本研究通过对移动数据业务的深入的需求影响因素分析,将为电信运营商及其它电信行业相关参与者提供重要的参考意义。
As the era of2G gradually evolve to3G and4G era, mobile data services are becoming the major force for the development of the telecommunication market. In the fierce competition environment, correctly grasping the need of users has became one of the focus problems of telecom market. As the lack of researches that explore the influence of uesrs'demand in existing researches, and at the same time, such reaserches usually divided users by ARPU, so some of them are slightly broad in customer description, which is not conducive to accurately match the customers'differert need to the data services.
This study will firstly grasp the progress of existing related researches, and discuss the development of the customer life cycle theory and its significance in consumer behavior analysis. Then this study will divide the research objects according to the customer life cycle, in order to find the relationship between the influence of uesrs'demand and the customer life cycle. Also, this study will take GPRS as an example to do the relevant empirical research by sample characteristics analysis, correlation analysis and regression analysis.
The main innovation points of this study are as follows:
1. Dividing the customers according to the customer life cycle theory. This study divided the customers according to the customer life cycle stages and then analysed each life stage to ensure the factors that influenced the data service demand and find the similarities and differences between customer bases.
2. Refining the customer demand classification. Previous relative researches generally focused on the independent variables (factors) design and classification but not the dependent variable. This study refined the demand by KANO model, and divided the customers'requirement into Must-Be Requirement, One-Dimensional Requirement and Attractive Requirement.
Therefore, this research deeply analysed the influence factors of mobile data service demand, and will bring important reference significance to telecom operators and other related participants.
本研究将在综述国内外专家学者在数据业务需求相关研究进展与成功的基础上,论述客户生命周期理论的发展及其在消费者行为分析中的重要意义,并将研究对象按客户生命周期不同进行划分,分析各生命周期阶段的消费者在对数据业务购买和使用中的需求影响因素,探究客户生命周期对消费者需求影响因素的影响,明确数据业务市场不同客户生命周期阶段的客户群对数据业务的需求特征,并以GPRS业务为例,采用实证研究的方式通过样本特征分析、相关分析和回归分析探究客户在不同生命周期阶段的数据业务需求关键影响因素,继承并发展前人的研究成果。
本研究的主要创新点为：
1.根据客户生命周期理论对数据业务的客户群进行细分。将研究对象按照所处客户生命周期阶段的不同进行划分,并对各生命周期阶段的客户群进行逐一分析,在确定数据业务需求影响因素的同时找出不同客户群间的相同点与差异之处。
2.细化客户需求分类。以往的需求影响因素研究中多侧重于对自变量(影响因素)的设计与划分,对因变量(需求)的分析仍有待细化。本研究以卡诺模型为基础将客户需求细分为基本需求、期望需求与兴奋需求三类,实现对需求影响因素分析的进一步细化。
因此,本研究通过对移动数据业务的深入的需求影响因素分析,将为电信运营商及其它电信行业相关参与者提供重要的参考意义。
As the era of2G gradually evolve to3G and4G era, mobile data services are becoming the major force for the development of the telecommunication market. In the fierce competition environment, correctly grasping the need of users has became one of the focus problems of telecom market. As the lack of researches that explore the influence of uesrs'demand in existing researches, and at the same time, such reaserches usually divided users by ARPU, so some of them are slightly broad in customer description, which is not conducive to accurately match the customers'differert need to the data services.
This study will firstly grasp the progress of existing related researches, and discuss the development of the customer life cycle theory and its significance in consumer behavior analysis. Then this study will divide the research objects according to the customer life cycle, in order to find the relationship between the influence of uesrs'demand and the customer life cycle. Also, this study will take GPRS as an example to do the relevant empirical research by sample characteristics analysis, correlation analysis and regression analysis.
The main innovation points of this study are as follows:
1. Dividing the customers according to the customer life cycle theory. This study divided the customers according to the customer life cycle stages and then analysed each life stage to ensure the factors that influenced the data service demand and find the similarities and differences between customer bases.
2. Refining the customer demand classification. Previous relative researches generally focused on the independent variables (factors) design and classification but not the dependent variable. This study refined the demand by KANO model, and divided the customers'requirement into Must-Be Requirement, One-Dimensional Requirement and Attractive Requirement.
Therefore, this research deeply analysed the influence factors of mobile data service demand, and will bring important reference significance to telecom operators and other related participants.
引文
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[11]唐炜东,汪克夷,柳琳琳.无线音乐消费者使用意愿影响因素研究[J].科技与管理,2010,12(1)：85-89.
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[19]宋志鹏,张兆同。ERG理论研究[J].现代商业,2009,3：88-89.
[20]吴建南,张萌,黄加伟.基于ACSI的公众满意度测评模型与指标体系研究[J].广州大学学报(社会科学版),2007,6(1)：13-17.
[21]李佳美.基于卡诺模型的航空服务有效性实证研究[D].南京：南京航空航天大学.2009.
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[41]石贵琴.甘肃省农户农业保险需求影响因素研究[D].兰州大学,011.
[42]张铭.老年护理保险需求影响因素研究[D].大连理工大学,2009.
[43]王晓婕.国内家具市场影响因素及需求预测研究[D].东北林业大学,2011.
[44]胡长清.基于我国重要城市信用卡需求影响因素研究[D].西南财经大学,2009.
[45]王殊妹.无线数据业务市场细分和定位研究[D].北京邮电大学,2006.
[46]周衍长.消费者价格公平感知影响因素研究[D].浙江大学,2008.
[47]杜惠英.3G增值业务采纳行为及安全信任机制研究[D].北京邮电大学,2011.
[48]谭静.移动数据业务客户价值评价及实证研究[D].北京邮电大学,2010.
[49]杨文戟.基于客户体验的数据业务营销策略研究[D].复旦大学,2008.
[50]李凌霄.移动运营商在数据业务市场中的作用研究[D].北京邮电大学,2008.
[51]庞晓静.移动数据业务资费策略研究[D].北京邮电大学,2007.
[52]刘斌.休闲类网络游戏客户生命周期不同阶段忠诚影响因素实证研究[D].浙江大学,2007.
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[2]何志龙.移动增值业务现状及市场营销策略[J].通信管理与技术.2007.4：7-9.
[3]李浩东.中国移动增值业务发展策略分析[D].硕士学位论文,北京邮电大学,2008.
[4]韩璐.移动增值业务消费者使用意愿实证研究[D].北京：北京邮电大学,2011.
[5]莫亦乐.消费者移动互联业务使用意愿影响因素研究[D].杭州：浙江大学.2007.
[6]童莉莉.个体对移动业务需求的影响因素研究[D].北京：北京邮电大学,2008.
[7]施华康.消费者对移动支付业务使用意愿的影响因素研究[D].杭州：浙江大学.2007.
[8]郭俊峰.移动增值彩铃业务消费者使用行为实证研究[D].杭州：浙江大学.2007.
[9]盛玲玲.移动商务用户继续使用意向研究[D].杭州：浙江大学.2008.
[10]张莹,万岩.影响消费者使用手机电视的因素分析[J].辽宁科技大学学报,2008,31(5)：537-539+544.
[11]唐炜东,汪克夷,柳琳琳.无线音乐消费者使用意愿影响因素研究[J].科技与管理,2010,12(1)：85-89.
[12]张珂珂.移动互联业务使用意愿的影响因素研究[J].价值工程,2009,08：104-106.
[13]陈明亮.基于全生命周期利润的客户细分方法[J].经济管理,2002(20).
[14]李志刚.客户关系管理理论与应用[M].机械工业出版社,2006.
[15]郑灿雷,李飞.客户流失的相关理论叹息[J].商业经济,2007.
[16]徐忠海,王玲.基于客户关系生命周期的CRM理念[J].科研管理,2003(6)
[17]黄友兰,何艳群,基于客户生命周期的电信企业CRM营销策略研究[J].改革与战略,2009(12).
[18]朱庆财.简述马斯洛需求层次理论给管理者带来的启示[J].科技信息,2010,36：667.
[19]宋志鹏,张兆同。ERG理论研究[J].现代商业,2009,3：88-89.
[20]吴建南,张萌,黄加伟.基于ACSI的公众满意度测评模型与指标体系研究[J].广州大学学报(社会科学版),2007,6(1)：13-17.
[21]李佳美.基于卡诺模型的航空服务有效性实证研究[D].南京：南京航空航天大学.2009.
[22]狩野纪昭.在全球化中创造魅力质量[J].中国质量,2002,(9)：32-34.
[23]Kurt M.,Hans H.H. How to make product development projects more successful by intergrating Kano's model of customer satisfaction into quality function deployment[J]. Technovation,1998,18(1):5-38.
[24]韩福荣.现代质量管理学[M].长沙：机械工业出版社,2004.
[25]万春.西方经济学的微观需求理论体系及相关政策启示[J].经济问题探索,2010,2,144-150.
[26]Gutman, Jonathan. A means-end/chain/model based on consumer gategorization process[J]. Journal of Marketing,1982,48,60-72.
[27]Kotler,P. Marketing management:Analysis, planning, implementation, and control,8th ed[M].Prentice-Hall International,Inc,1994.
[28]Walker, B.A., and Olson, J.C. Means-end chain:Connecting products with self[J]. Journal of Business Research,1991,22(2):111-118.
. [29]Stanton, W.J., and Etzel, M.J. Fundamentals Marketing,9thed [M]. Sage Publications Inc,1991.
[30]Valette Florence, P.,& Rapacchi, B.. Improvements in means-end chain analysis: Using graph theory and correspondence analysis[J]. Journal of Advertising Research,1991,31,30-45.
[31]Schwartz, S.H. (1994) Are there Universals Aspects in the Structure and Contents of Human Values[J], Journal of Social Issues,50,19-45.
[32]Henny Collen; Joris Hoekstra:Values as determinants of preferences for housing attributes Journal of Housing and the Built Environment; Sep 2001; 16,3-4; ABI/INFORM Global pg.285
[33]Kahle, Lynn R., Kennedy, Patricia (1989). Using the list of values (LOV) to understand consumers. Journal of Consumer Marketing,6(3),5-12.
[34]Beatty, S.E., Homer, P., and Kahle. Personal values and gift-giving behavior:A study across cultures [J]. Journal of Business Research,1991,22:149-157.
[35]Peter, J.P., and Olson, J.C. Consumer behavior and marketing strategy[M].New York: Irwin Book,1996.
[36]肖惊.农村信息服务需求影响因素研究[D].复旦大学,2009.
[37]罗清萍.中学生上网需求及其影响因素研究[D].华中农业大学,2005.
[38]张运来.我国国内旅游需求影响因素分析及趋势预测方法应用研究[D].东北林业大学,2002.
[39]Redfoot,D.L., K.Scholen & S.K. Brown. Reverse Mortgages:Niche Product or Mainstream Solution- Report on the 2006 AARP National Survey of Reverse Mortgage Shoppers[R]. America:AARP,2007.
[40]褚启明.长沙城市居民住房消费需求状况及其消费行为影响因素的研究[D].湖南师范大学,2007.
[41]石贵琴.甘肃省农户农业保险需求影响因素研究[D].兰州大学,011.
[42]张铭.老年护理保险需求影响因素研究[D].大连理工大学,2009.
[43]王晓婕.国内家具市场影响因素及需求预测研究[D].东北林业大学,2011.
[44]胡长清.基于我国重要城市信用卡需求影响因素研究[D].西南财经大学,2009.
[45]王殊妹.无线数据业务市场细分和定位研究[D].北京邮电大学,2006.
[46]周衍长.消费者价格公平感知影响因素研究[D].浙江大学,2008.
[47]杜惠英.3G增值业务采纳行为及安全信任机制研究[D].北京邮电大学,2011.
[48]谭静.移动数据业务客户价值评价及实证研究[D].北京邮电大学,2010.
[49]杨文戟.基于客户体验的数据业务营销策略研究[D].复旦大学,2008.
[50]李凌霄.移动运营商在数据业务市场中的作用研究[D].北京邮电大学,2008.
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