合约设计与客户获取和保留的关系研究

摘要:自1994年移动电话的出现以来,为了抢占市场份额,通讯

运营商的竞争越来越激烈。而手机合约机则作为一种排他性的竞争

手段,出现在电信领域,成为通讯运营商竞争的有力武器。通讯运

营商新颖的竞争策略,吸引了众多管理学者的关注,然而,对于合

约设计,却很少有人进行研究。不同的合约设计,对通讯运营商的

市场拓展将产生不同的效果,如何有效进行合约机的设计,是一个

有待进一步研究的问题。

本文釆用案例研究方法,以湖南省常德市联通分公司2G网络

CDMA合约机和3G网络WCDMA合约机为例,通过对资深员工的

访谈,查阅历史欧亿·体育（中国）有限公司,收集了相关数据,经过数据分析发现,2G网

络CDMA合约机运行失败,3G网络WCDMA合约机成效显著的原

因是由于不同的合约设计所致。在客户获取方面,WCDMA合约机

的新增用户能力比CDMA合约机更稳定,WCDMA合约机发展的新

用户的ARPU值远高于CDMA合约机用户;在顾客保留方面,

WCDMA合约机用户的在网时长高于CDMA合约机用户。研究结果

表明,WCDMA的合约设计比CDMA的更能保证通讯运营商的客户

获取、客户保留。本研究的意义在于:在理论上,揭示了合约设计

是解释经济现象的一个重要自变量;在实践上,为常德联通分公司

挖掘最优的合约设计,提髙企业运营绩效有一定的指导意义。同样

是以“预存话费送手机”形式,

关键词:合约设计;2G网络CDMA合约机;3G网络WCDMA合

约机;客户获取;客户保留

硕士学位论文
ABSTRACT

The relationship between contractual design and both the

customer acquisition and customer retention

Abstract: Since the emergence of the mobile phone in 1994,

telecommunication operators compete more and more intensely in order

to seize the market share. While mobile phone contracts appeared in the

field of telecommunication as a kind of exclusive means of competition,

it became the powerful weapon of the competition to the operators. The

new competition strategies of the operators have attracted the attention

of many management scholars. However, the contract design is rarely

studied. Different contract designs have the different effect of market

development of the operators. How to effectively design contract

machine is a problems which needs a further research.

This article adopts the research methods of case study, by 2G and

3G contracts machine of the Unicom branch of Changde city in Hunan

province as an example. Through to the senior staff interviews,

reviewing of historical data, collecting the relevant data, analyzing the

data, we found that the reason that 2G network CDMA ran failure and

3G network WCDMA ran successfully is due to different contract design.

In terms of customer acquisition, the ability to new users of WCDMA is

more stable than that of CDMA, the ARPU development in new users of

WCDMA is much higher than that of CDMA; In terms of customer

retention, the network time of users of WCDMA is higher than that of

CDMA. The results show that the contract design of WCDMA can

ensure more customer acquisition, customer retention than that of

CDMA to the operators. The significance of this study is: in theory, it

reveals that the contract design is an important independent variable to

explain economic phenomena; In practice, it has certain guiding

significance for changed Unicom branch mining optimal contract design

and improving the operational performance of the enterprise.

Keywords: contract design; 2G Network CDMA contract machine; 3G

Network WCDMA Network contract machine; customer acquisition;

customer retention

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