中南大学学报(社会科学版)
中南大學學報(社會科學版)
중남대학학보(사회과학판)
JOURNAL OF CENTRAL SOUTH UNIVERSITY(SOCIAL SCIENCE)
2014年
6期
86-93
,共8页
合约安排%客户获取%客户保留%合约相关者剩余%竞争性解释
閤約安排%客戶穫取%客戶保留%閤約相關者剩餘%競爭性解釋
합약안배%객호획취%객호보류%합약상관자잉여%경쟁성해석
contractual arrangement%customer acquisition%customer retention%contract-holders’ surplus%rival explanation
合约机作为一种新颖的营销手段,被电信运营商广泛采用。中国联通先后推出了CDMA和WCDMA两种合约机,然而二者市场拓展效果却差异显著。个中原因,值得探索。以湖南省常德市联通分公司为例,通过访谈资深员工、查阅历史资料、分析数据、对比竞争性解释,发现合约安排是导致两种合约机市场拓展效果差异的重要原因,而合约相关者剩余是其作用的内在本质。该研究在理论上,验证了合约安排是解释经济现象的一个重要自变量,构建了以“合约相关者剩余”为中介变量的合约安排与市场拓展关系的概念模型;实践中,为挖掘最优的合约安排、提高电信运营商市场拓展绩效,提供了重要的启示。
閤約機作為一種新穎的營銷手段,被電信運營商廣汎採用。中國聯通先後推齣瞭CDMA和WCDMA兩種閤約機,然而二者市場拓展效果卻差異顯著。箇中原因,值得探索。以湖南省常德市聯通分公司為例,通過訪談資深員工、查閱歷史資料、分析數據、對比競爭性解釋,髮現閤約安排是導緻兩種閤約機市場拓展效果差異的重要原因,而閤約相關者剩餘是其作用的內在本質。該研究在理論上,驗證瞭閤約安排是解釋經濟現象的一箇重要自變量,構建瞭以“閤約相關者剩餘”為中介變量的閤約安排與市場拓展關繫的概唸模型;實踐中,為挖掘最優的閤約安排、提高電信運營商市場拓展績效,提供瞭重要的啟示。
합약궤작위일충신영적영소수단,피전신운영상엄범채용。중국련통선후추출료CDMA화WCDMA량충합약궤,연이이자시장탁전효과각차이현저。개중원인,치득탐색。이호남성상덕시련통분공사위례,통과방담자심원공、사열역사자료、분석수거、대비경쟁성해석,발현합약안배시도치량충합약궤시장탁전효과차이적중요원인,이합약상관자잉여시기작용적내재본질。해연구재이론상,험증료합약안배시해석경제현상적일개중요자변량,구건료이“합약상관자잉여”위중개변량적합약안배여시장탁전관계적개념모형;실천중,위알굴최우적합약안배、제고전신운영상시장탁전적효,제공료중요적계시。
As a novel means for marketing, contractual machines are widely used by telecom operators. China Unicom has launched successively two kinds of contractual machines, the contractual machine of CDMA and contractual machine of WCDMA, but the effects of marketing were very different, and the reason inherent is worth exploring. In this paper, authors took China Unicom Changde branch in Hunan province as a case for study. Through interviewing the senior employees, analyzing archival data, and comparing rival explanation, it is found that contractual arrangement is the important reason causing the different effect, and contract- holders’ surplus is the inherent nature to explain why contractual arrangement can work. The main contributions of this study are presented. It confirmed that contractual arrangement is an important independent variable in explaining the economic phenomena, and it built the conceptual model of the relationship between the contractual arrangement and market expansion, by employing contract- holders’ surplus as mediator. It also provided a practical inspiration for telecom operators to develop the optimal contractual arrangement so as to improve the marketing performance.