移動數據業務營銷中用戶關鍵體驗因素研究

Pao Yue-kong Library Electronic Theses Database

移動數據業務營銷中用戶關鍵體驗因素研究

 

Author: 劉克選
Liu, Kexuan
Title: 移動數據業務營銷中用戶關鍵體驗因素研究
Yi dong shu ju ye wu ying xiao zhong yong hu guan jian ti yan yin su yan jiu
The study of the subscriber's key experience factors in the mobile data service marketing
Degree: D.B.A.
Year: 2005
Subject: Hong Kong Polytechnic University -- Dissertations
Telecommunication -- Marketing
Department: Graduate School of Business
Pages: xiii, 170 leaves : ill., charts (some col.) ; 30 cm
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2065515
URI: http://theses.lib.polyu.edu.hk/handle/200/1598
Abstract: This study aims at exploring an effective method in mobile data service marketing. In 3G oriented communications industry, mobile data service is a promising domain with strong competitiveness as well as a primary bearer in guiding the entire industry to enhance user quality and create value. The study makes effort to set up a set of overall experience marketing scheme based upon mobile user data service acceptance model. The study builds the overall framework affecting the use of service by mobile data users mainly through the user acceptance model, with experience marketing theory as the basic theoretical support, and abstracts five experience factors, respectively as brand experience, smooth experience, innovation experience, group recognition experience, and historical marketing policy experience; the study then inserts the above experience factors into the user acceptance model taking "serviceability" and "easy-to-use" as intermediate variants so as to analyze how experience factors can produce a positive impact on the use space for users to better integrate into data service. Substantial results having been achieved by the study are as follows: taking into accounts of customer group and customer lifecycle, respectively discuss related experience elements that have impacts on consumer willingness, service perception serviceability, and service perception easy-to-use, point out definitions of such correlativity, make an operable proposal for carriers respectively on the user management: entire lifecycle experience marketing management flow of mobile user data products, 4P marketing scheme design for different customers combining data service experience model of mobile users, experience transfer system, experience transfer flow, internal management flow proposal and so on. Comments concluded in the study are as follows : as for different types of customers, in different data service use phases, experience factors that they attach importance to are different. This requires mobile carriers address different customer types with different treatments when designing an experience marketing scheme for data service and moreover, they also should define which lifecycle phase that these customers are located.

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