【作者】 丛亮；

【导师】 王雪华；

【作者基本信息】 大连理工大学 ， 企业管理， 2007， 硕士

【摘要】 随着电信行业主体的多元化和进一步开放，电信行业进入了一个激烈的竞争时代。为了在市场竞争中获得优势，各运营商在全力打造企业核心品牌的同时，不同区域的运营商分支机构又纷纷推出一系列地方品牌，对多品牌的经营成为各运营商参与竞争的重要手段。不同品牌在消费者心中形象上的差异影响着消费者的选择和购买行为。在消费者选择优秀品牌的同时，公司也可以获得高于一般品牌的成交价格。可见，如何从顾客角度认识和了解品牌的价值和效用成为电信运营商经营强大而持久的品牌从而获取利益最大化的重要因素。动感地带品牌作为中国移动通信公司主打的三大品牌之一同样需要良好的顾客价值和效用测评，本研究在阅读了大量国内外学者有关顾客价值理论、顾客效用以及移动通信品牌策略研究文献的基础上，首先从顾客价值角度，运用访谈、调查问卷等方法确定了顾客总价值、顾客总成本指标体系中的三级指标，在预调查中采用描述性统计分析等方法对适宜动感地带品牌顾客价值研究指标进行了筛选，通过权重分析、多属性分析等方法对指标进行评价分析。其次，结合顾客效用理论对动感地带品牌进行研究，确定了动感地带品牌套餐的关键属性和水平，通过正交实验设计模拟出动感地带品牌套餐，运用联合分析法对消费者选择动感地带品牌偏好进行定量分析，计算动感地带品牌不同套餐组合的效用，为改善动感地带品牌策略提供依据。最后以大连动感地带品牌为实例，综合运用动感地带品牌的顾客价值和效用研究体系，对顾客总价值、顾客总成本、顾客效用等指标进行评析，通过定性和定量分析统计指标水平，并为大连动感地带品牌策略提出改善建议。更多还原

【Abstract】 The diversity and further opening of the telecommunication field has witnessed this industry entering into an era of intense competition. In order to obtain superiority in the marketing competition, along with the suppliers’ efforts to build their enterprise core brands, local supplier branches also carry out their series of sub-brands respectively, making multiple brands a new competitive method for the suppliers. The different images of different brands in the customers’ eyes play an important role on choosing and purchasing. At the same time when the customers choose an excellent brand, the company can also acquire a superior price to average. That is to say, the manner of recognizing brand value and utility from the customers’ viewpoint has become a key issue to decide whether a supplier could run a long-last brand obtain outfit benefit.As one of China Mobile’s three main sub-brands, M-Zone needs to calculate its customer value and utility as well. This paper is based on the studying of lots of documents home and abroad, focusing on mobile products’ brand strategy. Firstly, from the aspect of customer value, by means of visiting customers and picking questionnaires, the paper defines the third class indexes in the index system of customer total value and customer total cost. In the pre-investigation, through the method of descriptive statistics analyst, the paper picks out the suitable indexes for researching on brand customer value. Through the method of weight analyst and attribute analyst, the paper evaluates and analyses the chosen indexes.Secondly, this paper affirms the key properties and level for M-Zone’s inner compound service according to the customer utility theory. By orthogonal design, the paper designs and modules the M-Zone compound services. Then, in the aspect of customer utilization, the paper quantifiationally analyses customers’ choice within M-Zone sub-brands. By means of conjoint analyst and calculates the brands’ utility, which could become a basis for the decision making of M-Zone brand strategy.At last, the paper, taking Dalian M-Zone as a vivid example, synthetically applying the M-Zone brand strategy system based on customer value, analyses and its indexes of customer total value, customer total cost and customer utility, and then qualitatively and quantificationally analyses the level of M-Zone brand customer value and customer utility, so as to provide some amendments for Dalian M-Zone brand strategy.更多还原