| Author: | 劉克選 Liu, Kexuan |
| Title: | 移动数据业务营销中用戶关键体验因素研究 Yi dong shu ju ye wu ying xiao zhong yong hu guan jian ti yan yin su yan jiu |
| Other Title: | 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 |
| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b20655150.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 19.23 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/1598