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面对手机通信行业的激烈竞争,移动和联通公司推出了一系列资费优惠政策。对这些政策推行前后消费者行为变化的广泛调研发现,消费者通话时间的长短主要取决于“通话内容”、“通话对象”和“通话费用(费率)”;而在选择移动或联通通信公司时,则主要出于“网络质量”和“资费便宜”的考虑。在基于通信公司和用户群模型分析的基础上,笔者提出了运用价格分歧策略、推行多样化营销方式等政策建议。
The face of fierce competition in the mobile communications industry, mobile and China Unicom launched a series of tariff preferential policies. Extensive research on changes in consumer behavior before and after the introduction of these policies has found that the length of a consumer talk time mainly depends on “talk content”, “talk object”, and “talk rate (rate) When choosing to move or unicom communications companies, mainly because of ”network quality “ and ”tariffs cheap " consideration. Based on the analysis of communication company and user group model, the author puts forward some policy suggestions such as using price disagreement strategy and promoting diversified marketing methods.