【摘要】：隨著3G時(shí)代的到來(lái)，我國(guó)通信市場(chǎng)日漸成熟，中國(guó)移動(dòng)、中國(guó)電信、中國(guó)聯(lián)通三家運(yùn)營(yíng)商所能提供的產(chǎn)品和服務(wù)，在質(zhì)量、資費(fèi)等方面的差異性已越來(lái)越小，市場(chǎng)競(jìng)爭(zhēng)日趨白日化。技術(shù)的發(fā)展、產(chǎn)品和服務(wù)的日新月異，使得我國(guó)大眾消費(fèi)者對(duì)移動(dòng)通信業(yè)務(wù)的使用更為頻繁、需求應(yīng)用更加廣泛，加上消費(fèi)者維權(quán)意識(shí)的逐步增強(qiáng)，移動(dòng)通信用戶轉(zhuǎn)換運(yùn)營(yíng)商的情況變得越發(fā)普遍。 鑒于號(hào)碼資源的有限性，移動(dòng)號(hào)碼也將無(wú)可避免的面臨用戶使用方面的壓力。2008年，我國(guó)工業(yè)和信息化部決定在天津、海南開(kāi)始試行攜號(hào)轉(zhuǎn)網(wǎng)政策，試行區(qū)域內(nèi)的移動(dòng)通信用戶無(wú)需更換號(hào)碼便可進(jìn)行網(wǎng)間轉(zhuǎn)換。該政策在一定程度上既有利于號(hào)碼資源問(wèn)題的解決，又有利于我國(guó)移動(dòng)通信市場(chǎng)的結(jié)構(gòu)優(yōu)化和均衡發(fā)展。由此，本文試圖結(jié)合攜號(hào)轉(zhuǎn)網(wǎng)的技術(shù)發(fā)展和政策試行效果，對(duì)我國(guó)移動(dòng)通信用戶的轉(zhuǎn)網(wǎng)意愿和轉(zhuǎn)網(wǎng)行為進(jìn)行研究，從而為政府的行業(yè)監(jiān)管和調(diào)控、運(yùn)營(yíng)商的內(nèi)外部?jī)?yōu)化提供一定的理論和實(shí)踐建議 經(jīng)過(guò)為期半年的用戶信息搜集，獲得有效問(wèn)卷4956份。通過(guò)模型建立，并運(yùn)用AMOS和MATLAB軟件進(jìn)行數(shù)據(jù)處理，最終分析得到：用戶對(duì)運(yùn)營(yíng)商的不滿因素、運(yùn)營(yíng)商對(duì)用戶的誘導(dǎo)因素均會(huì)對(duì)用戶的轉(zhuǎn)網(wǎng)行為有著顯著的正影響，其中不滿因素影響最大，同時(shí)誘導(dǎo)因素也會(huì)正向影響不滿因素。此外，用戶的日常消費(fèi)情況和轉(zhuǎn)移壁壘也會(huì)對(duì)用戶轉(zhuǎn)網(wǎng)產(chǎn)生影響，只是就目前的市場(chǎng)情況來(lái)看，影響力度還比較弱。 期望能夠通過(guò)分析影響用戶轉(zhuǎn)換運(yùn)營(yíng)商的主要因素，幫助政府及其有關(guān)部門(mén)以更加有效的行業(yè)調(diào)控和監(jiān)管，使我國(guó)廣大移動(dòng)通信用戶得以更加自由、便捷的轉(zhuǎn)換運(yùn)營(yíng)商，，促進(jìn)運(yùn)營(yíng)商之間的相互競(jìng)爭(zhēng)，推動(dòng)我國(guó)電信業(yè)的良性發(fā)展。希望運(yùn)營(yíng)商在用戶轉(zhuǎn)網(wǎng)方面，能為了留住存量用戶、發(fā)展新增用戶，而更加注重自身服務(wù)水平、資費(fèi)結(jié)構(gòu)、產(chǎn)品質(zhì)量、技術(shù)研發(fā)等方面的投入與提升，最終惠及我國(guó)數(shù)量正在急速增長(zhǎng)的廣大移動(dòng)通信用戶。
[Abstract]:With the coming of 3G era, the communication market of our country is maturing day by day. The differences of products and services offered by China Mobile, China Telecom and China Unicom are becoming smaller and smaller in terms of quality, tariff, etc. The market competition is becoming more and more white. With the development of technology and the rapid development of products and services, the mass consumers in our country have more frequent use of mobile communication business, more extensive application of demand, and the gradual enhancement of consumers' awareness of protecting their rights. It is becoming more and more common for mobile users to switch operators. In view of the limited number resources, mobile numbers will inevitably face pressure from users. In 2008, China's Ministry of Industry and Information Technology decided to pilot a policy of carrying numbers and transferring networks in Tianjin. The mobile communication users in the pilot area can switch between networks without changing their numbers. To a certain extent, this policy is beneficial to the solution of the number resource problem, and to the optimization and balanced development of the mobile communication market in China. Therefore, this paper attempts to study the willingness and behavior of mobile communication users to switch networks in our country, combining with the technological development and the effect of policy trial, so as to regulate and control the industry of government. The internal and external optimization of operators provides some theoretical and practical suggestions. After half a year of user information collection, 4956 valid questionnaires are obtained. Through establishing the model and using AMOS and MATLAB software to process the data, it is concluded that the dissatisfied factors of users to operators, the inducement factors of operators to users will have a significant positive influence on the switching behavior of users. Among them, dissatisfaction factor is the most important factor, and inductive factor will also positively affect dissatisfaction factor. In addition, the daily consumption of users and transfer barriers will also have an impact on users to switch to the network, but on the current market situation, the impact is still relatively weak. We hope that by analyzing the main factors that affect the user switching operators, we can help the government and its relevant departments to regulate and supervise the industry more effectively, so that the vast number of mobile communication users in our country can switch operators more freely and conveniently. Promote the competition between operators, promote the benign development of China's telecommunications industry. I hope operators can pay more attention to the investment and promotion of their service level, tariff structure, product quality, technology research and development in order to retain the existing users, develop new users, and pay more attention to their own service level, tariff structure, product quality, technology research and development, etc. The final benefit of the number of rapid growth in China's vast number of mobile communication users.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F626

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