动感地带品牌的顾客价值与效用研究
摘要
随着电信行业主体的多元化和进一步开放，电信行业进入了一个激烈的竞争时代。为了在市场竞争中获得优势，各运营商在全力打造企业核心品牌的同时，不同区域的运营商分支机构又纷纷推出一系列地方品牌，对多品牌的经营成为各运营商参与竞争的重要手段。不同品牌在消费者心中形象上的差异影响着消费者的选择和购买行为。在消费者选择优秀品牌的同时，公司也可以获得高于一般品牌的成交价格。可见，如何从顾客角度认识和了解品牌的价值和效用成为电信运营商经营强大而持久的品牌从而获取利益最大化的重要因素。
动感地带品牌作为中国移动通信公司主打的三大品牌之一同样需要良好的顾客价值和效用测评，本研究在阅读了大量国内外学者有关顾客价值理论、顾客效用以及移动通信品牌策略研究文献的基础上，首先从顾客价值角度，运用访谈、调查问卷等方法确定了顾客总价值、顾客总成本指标体系中的三级指标，在预调查中采用描述性统计分析等方法对适宜动感地带品牌顾客价值研究指标进行了筛选，通过权重分析、多属性分析等方法对指标进行评价分析。
其次，结合顾客效用理论对动感地带品牌进行研究，确定了动感地带品牌套餐的关键属性和水平，通过正交实验设计模拟出动感地带品牌套餐，运用联合分析法对消费者选择动感地带品牌偏好进行定量分析，计算动感地带品牌不同套餐组合的效用，为改善动感地带品牌策略提供依据。
最后以大连动感地带品牌为实例，综合运用动感地带品牌的顾客价值和效用研究体系，对顾客总价值、顾客总成本、顾客效用等指标进行评析，通过定性和定量分析统计指标水平，并为大连动感地带品牌策略提出改善建议。
The diversity and further opening of the telecommunication field has witnessed this industry entering into an era of intense competition. In order to obtain superiority in the marketing competition, along with the suppliers' efforts to build their enterprise core brands, local supplier branches also carry out their series of sub-brands respectively, making multiple brands a new competitive method for the suppliers. The different images of different brands in the customers' eyes play an important role on choosing and purchasing. At the same time when the customers choose an excellent brand, the company can also acquire a superior price to average. That is to say, the manner of recognizing brand value and utility from the customers' viewpoint has become a key issue to decide whether a supplier could run a long-last brand obtain outfit benefit.
As one of China Mobile's three main sub-brands, M-Zone needs to calculate its customer value and utility as well. This paper is based on the studying of lots of documents home and abroad, focusing on mobile products' brand strategy. Firstly, from the aspect of customer value, by means of visiting customers and picking questionnaires, the paper defines the third class indexes in the index system of customer total value and customer total cost. In the pre-investigation, through the method of descriptive statistics analyst, the paper picks out the suitable indexes for researching on brand customer value. Through the method of weight analyst and attribute analyst, the paper evaluates and analyses the chosen indexes.
Secondly, this paper affirms the key properties and level for M-Zone's inner compound service according to the customer utility theory. By orthogonal design, the paper designs and modules the M-Zone compound services. Then, in the aspect of customer utilization, the paper quantifiationally analyses customers' choice within M-Zone sub-brands. By means of conjoint analyst and calculates the brands' utility, which could become a basis for the decision making of M-Zone brand strategy.
At last, the paper, taking Dalian M-Zone as a vivid example, synthetically applying the M-Zone brand strategy system based on customer value, analyses and its indexes of customer total value, customer total cost and customer utility, and then qualitatively and quantificationally analyses the level of M-Zone brand customer value and customer utility, so as to provide some amendments for Dalian M-Zone brand strategy.
动感地带品牌作为中国移动通信公司主打的三大品牌之一同样需要良好的顾客价值和效用测评，本研究在阅读了大量国内外学者有关顾客价值理论、顾客效用以及移动通信品牌策略研究文献的基础上，首先从顾客价值角度，运用访谈、调查问卷等方法确定了顾客总价值、顾客总成本指标体系中的三级指标，在预调查中采用描述性统计分析等方法对适宜动感地带品牌顾客价值研究指标进行了筛选，通过权重分析、多属性分析等方法对指标进行评价分析。
其次，结合顾客效用理论对动感地带品牌进行研究，确定了动感地带品牌套餐的关键属性和水平，通过正交实验设计模拟出动感地带品牌套餐，运用联合分析法对消费者选择动感地带品牌偏好进行定量分析，计算动感地带品牌不同套餐组合的效用，为改善动感地带品牌策略提供依据。
最后以大连动感地带品牌为实例，综合运用动感地带品牌的顾客价值和效用研究体系，对顾客总价值、顾客总成本、顾客效用等指标进行评析，通过定性和定量分析统计指标水平，并为大连动感地带品牌策略提出改善建议。
The diversity and further opening of the telecommunication field has witnessed this industry entering into an era of intense competition. In order to obtain superiority in the marketing competition, along with the suppliers' efforts to build their enterprise core brands, local supplier branches also carry out their series of sub-brands respectively, making multiple brands a new competitive method for the suppliers. The different images of different brands in the customers' eyes play an important role on choosing and purchasing. At the same time when the customers choose an excellent brand, the company can also acquire a superior price to average. That is to say, the manner of recognizing brand value and utility from the customers' viewpoint has become a key issue to decide whether a supplier could run a long-last brand obtain outfit benefit.
As one of China Mobile's three main sub-brands, M-Zone needs to calculate its customer value and utility as well. This paper is based on the studying of lots of documents home and abroad, focusing on mobile products' brand strategy. Firstly, from the aspect of customer value, by means of visiting customers and picking questionnaires, the paper defines the third class indexes in the index system of customer total value and customer total cost. In the pre-investigation, through the method of descriptive statistics analyst, the paper picks out the suitable indexes for researching on brand customer value. Through the method of weight analyst and attribute analyst, the paper evaluates and analyses the chosen indexes.
Secondly, this paper affirms the key properties and level for M-Zone's inner compound service according to the customer utility theory. By orthogonal design, the paper designs and modules the M-Zone compound services. Then, in the aspect of customer utilization, the paper quantifiationally analyses customers' choice within M-Zone sub-brands. By means of conjoint analyst and calculates the brands' utility, which could become a basis for the decision making of M-Zone brand strategy.
At last, the paper, taking Dalian M-Zone as a vivid example, synthetically applying the M-Zone brand strategy system based on customer value, analyses and its indexes of customer total value, customer total cost and customer utility, and then qualitatively and quantificationally analyses the level of M-Zone brand customer value and customer utility, so as to provide some amendments for Dalian M-Zone brand strategy.
引文
[1] Colin Shaw, John Jvens. Building Great Customer Experiences. New York: palgrave Macmilian, 2002.
[2] Aaker, D.A. Managing Brand Equity, Free Press, 1991.
[3] 张婷，吴先锋．移动通信企业客户价值分析．营销导师经济论坛，2005．18．
[4] 李光斗．品牌竞争力．北京：中国人民大学出版社，2003．
[5] 王高．顾客价值与企业竞争优势—以手机行业为例．管理世界．2004(10)．
[6] Forbis John L, Nitin T. Mebta. Value-based strategies for industrial produces. Business Horizons, 1981,24(May—June).
[7] Christopher Martin. Value-in-use pricing. European Journal of Marketing, 1982, 16(5).
[8] Reuter Vincet G. What good are value analysis programs. Business Horizons, 1986,29(March-April).
[9] Zeithaml Valarie A. Parasuraman A. Berry Leonard. Delivering quality service, balancing customer perceptions and expectations[M]. New York:The Free, 1990.
[10] Zeithaml Valarie A. "Consumer Perception of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence". Journal of Marketing, 1998.
[11] Woodruff, R.B.,and Gardial, S.F. Know Your Customer: New Approaches to Customer Value and Satisfaction. Blackwell Publishers, Cambridge.
[12] 董大海，权小妍，曲晓飞．顾客价值及其构成．大连理工大学学报(社会科学版)．1999年04期．
[13] 菲利普科特勒．市场营销管理(亚洲版)，第十版，北京：中国人民大学出版社，2001．
[14] Philip Kotler et al. Marketing Move: A New Approach to Profits, Growth, and Rnewal[M]. Harvard Business School Publishing Corporation. 2002.
[15] Zeithaml, V. Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 1998,52(7).
[16] 余晓钟，冯杉．4P，4C，4R营销理论比较分析．经营与管理，2002年3月第3期．
[17] 舒尔滋，田纳本，劳特朋．整合营销传播—谋霸21世纪市场竞争优势[M]．内蒙古：内蒙古人民出版社，2003．
[18] Reidenbach, E. R. and G. W. McClung. 1998. The wizardry of customer value: An action guide to measuring & managing loyalty. Morgantown, W. Va.b Rhumb Line Publication.
[19] 克瑞斯廷·格隆罗斯，现代市场营销的重生．销售与市场，1996年第9、10期．
[20] 克瑞斯廷·格隆罗斯，关系营销：价值、交换和对话过程，国际经贸研究，1998年第3期．
[21] Woodruff, R.B. Customer value: The next source for competitive advantage[J].Journal of the Academy of Marketing Science, 1997, 25.
[22] Jams C. Anderson, Jams A. Narus. Price, product information, and purchase intention: An empirical Study. Journal of the Academy of Marketing Science, 1994,22(1).
[23] 王新新．品牌管理大趋势，企业研究，2003．
[24] 张淡，张锐．国内外品牌本性理研究综述．重庆交通学院管理系，重庆市万盛区经济贸易委员会．
[25] 李洪江，吴秀娥．21世纪市场营销新观念综述．黑龙江财专学报．1999年第4期．
[26] 胡春．通信企业提升客户体验价值的品牌管理策略．
[27] Aker, D.A. &Keller, K. L. Consumer Evaluation and Brand Extension[J]. Journal of Marketing Research, 1990, (54).
[28] Baldinger, A, and J. Rubinson, "Brand Loyalty: The Link Beteen Attitude and Behavior", Journal of Advertising Research 36,6,1996.
[29] 段小刚．打好服务牌，提高品牌选择度和品牌忠诚度．湖北移动通信公司黄冈分公司．
[30] 张红池．论品牌的成长与丰满—以动感地带品牌为例．武汉大学新闻与传播学院，武汉．
[31] 黄宇．移动通信增值业务品牌管理浅议．湖南移动通信有限责任公司．
[32] 方友斌．浅析中国联通的品牌策略及应该重视的几个问题．中国联通有限公司武汉分公司．
[33] Smith D.C. & Park C.W. The Effects of brand extensions on market share and advertising effeiciency [J]. Journal of MarketingResearch, 1992, (29).
[34] D Aaker. Are Brand Equity and Advertising[M] Hillsdale: Erlbaum Associates, 1993. 333-341.
[35] 杨敬之，舒华英．中国联通品牌策略剖析．
[36] 于秀林，仁雪松．《多元统计分析》．中国统计出版社，2002．
[37] 马国庆．管理统计．科学出版社，2004．
[38] 卢纹岱．SPSS for Windows统计分析(第2版)．电子工业出版社，2002．
[39] Saaty T L. The Analytic Hierarchy Process[M]. York: McGraw Hill, 1980.
[40] Green P, Srinivasan V. Conjoint analysis in consumer research: issues and outlook. Journal of Consumer Research, 1978,5:103-123.
[41] John R, Vithala R. Conjoint Analysis, Related Modeling, and Applications. Advances in Marketing Research: Progress and Prospects, 2002,9-23.
[42] Wittink D R, Cattin P. Commercial Use of Conjoint Analysis: An Update. Journal of Marketing, 1989, 53: 91-96.
[43] Wittink D R, Vriens M, Burhenne W. Commercial use of conjoint analysis in Europe: Results and critical reflections. International Jounal of Research in Marketing, 1994, 11: 41-52.
[44] 袁志发等．试验设计与分析．高等教育出版社，2000．
[2] Aaker, D.A. Managing Brand Equity, Free Press, 1991.
[3] 张婷，吴先锋．移动通信企业客户价值分析．营销导师经济论坛，2005．18．
[4] 李光斗．品牌竞争力．北京：中国人民大学出版社，2003．
[5] 王高．顾客价值与企业竞争优势—以手机行业为例．管理世界．2004(10)．
[6] Forbis John L, Nitin T. Mebta. Value-based strategies for industrial produces. Business Horizons, 1981,24(May—June).
[7] Christopher Martin. Value-in-use pricing. European Journal of Marketing, 1982, 16(5).
[8] Reuter Vincet G. What good are value analysis programs. Business Horizons, 1986,29(March-April).
[9] Zeithaml Valarie A. Parasuraman A. Berry Leonard. Delivering quality service, balancing customer perceptions and expectations[M]. New York:The Free, 1990.
[10] Zeithaml Valarie A. "Consumer Perception of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence". Journal of Marketing, 1998.
[11] Woodruff, R.B.,and Gardial, S.F. Know Your Customer: New Approaches to Customer Value and Satisfaction. Blackwell Publishers, Cambridge.
[12] 董大海，权小妍，曲晓飞．顾客价值及其构成．大连理工大学学报(社会科学版)．1999年04期．
[13] 菲利普科特勒．市场营销管理(亚洲版)，第十版，北京：中国人民大学出版社，2001．
[14] Philip Kotler et al. Marketing Move: A New Approach to Profits, Growth, and Rnewal[M]. Harvard Business School Publishing Corporation. 2002.
[15] Zeithaml, V. Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 1998,52(7).
[16] 余晓钟，冯杉．4P，4C，4R营销理论比较分析．经营与管理，2002年3月第3期．
[17] 舒尔滋，田纳本，劳特朋．整合营销传播—谋霸21世纪市场竞争优势[M]．内蒙古：内蒙古人民出版社，2003．
[18] Reidenbach, E. R. and G. W. McClung. 1998. The wizardry of customer value: An action guide to measuring & managing loyalty. Morgantown, W. Va.b Rhumb Line Publication.
[19] 克瑞斯廷·格隆罗斯，现代市场营销的重生．销售与市场，1996年第9、10期．
[20] 克瑞斯廷·格隆罗斯，关系营销：价值、交换和对话过程，国际经贸研究，1998年第3期．
[21] Woodruff, R.B. Customer value: The next source for competitive advantage[J].Journal of the Academy of Marketing Science, 1997, 25.
[22] Jams C. Anderson, Jams A. Narus. Price, product information, and purchase intention: An empirical Study. Journal of the Academy of Marketing Science, 1994,22(1).
[23] 王新新．品牌管理大趋势，企业研究，2003．
[24] 张淡，张锐．国内外品牌本性理研究综述．重庆交通学院管理系，重庆市万盛区经济贸易委员会．
[25] 李洪江，吴秀娥．21世纪市场营销新观念综述．黑龙江财专学报．1999年第4期．
[26] 胡春．通信企业提升客户体验价值的品牌管理策略．
[27] Aker, D.A. &Keller, K. L. Consumer Evaluation and Brand Extension[J]. Journal of Marketing Research, 1990, (54).
[28] Baldinger, A, and J. Rubinson, "Brand Loyalty: The Link Beteen Attitude and Behavior", Journal of Advertising Research 36,6,1996.
[29] 段小刚．打好服务牌，提高品牌选择度和品牌忠诚度．湖北移动通信公司黄冈分公司．
[30] 张红池．论品牌的成长与丰满—以动感地带品牌为例．武汉大学新闻与传播学院，武汉．
[31] 黄宇．移动通信增值业务品牌管理浅议．湖南移动通信有限责任公司．
[32] 方友斌．浅析中国联通的品牌策略及应该重视的几个问题．中国联通有限公司武汉分公司．
[33] Smith D.C. & Park C.W. The Effects of brand extensions on market share and advertising effeiciency [J]. Journal of MarketingResearch, 1992, (29).
[34] D Aaker. Are Brand Equity and Advertising[M] Hillsdale: Erlbaum Associates, 1993. 333-341.
[35] 杨敬之，舒华英．中国联通品牌策略剖析．
[36] 于秀林，仁雪松．《多元统计分析》．中国统计出版社，2002．
[37] 马国庆．管理统计．科学出版社，2004．
[38] 卢纹岱．SPSS for Windows统计分析(第2版)．电子工业出版社，2002．
[39] Saaty T L. The Analytic Hierarchy Process[M]. York: McGraw Hill, 1980.
[40] Green P, Srinivasan V. Conjoint analysis in consumer research: issues and outlook. Journal of Consumer Research, 1978,5:103-123.
[41] John R, Vithala R. Conjoint Analysis, Related Modeling, and Applications. Advances in Marketing Research: Progress and Prospects, 2002,9-23.
[42] Wittink D R, Cattin P. Commercial Use of Conjoint Analysis: An Update. Journal of Marketing, 1989, 53: 91-96.
[43] Wittink D R, Vriens M, Burhenne W. Commercial use of conjoint analysis in Europe: Results and critical reflections. International Jounal of Research in Marketing, 1994, 11: 41-52.
[44] 袁志发等．试验设计与分析．高等教育出版社，2000．