電信企業(yè)增值業(yè)務(wù)營銷模式與消費(fèi)者行為研究.pdf

1、南京郵電學(xué)院碩士學(xué)位論文電信企業(yè)增值業(yè)務(wù)營銷模式與消費(fèi)者行為研究姓名：耿慶鵬申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：管理科學(xué)與工程指導(dǎo)教師：盧子芳20050401南京郵電學(xué)院碩士研究生畢業(yè)論文———————————————————————————一ABSTRACTValue～addedserviceisplayingaVeryimportantroletotelec伽珈unicationoperatorsNawadaysopera弋ors’pro士1t

2、lsbeingcutdownbyinternalfactorsandexternalonesButvalue—addedservicescanbringgrowthofprofitwhileoperatorscannotgetmoremoneyfr伽traditionalcallserVicesHowever，operatorsoftendon’tknowhowtodeVelopavalue—addedserviceproductOno

3、neside，someproductsfromwhichoDeratarspredictcompanywillgetprofitaren’tacceptedbyconsumersOntheotherside，someValue—addedserViceDroductswhichcannotbeboughtbylotsofconsumersfroⅢoDerators’opinionsⅡlakegreatsuccessActuallythe

4、reasonisthatthoseⅢarketingmodesarenotb8sedonconsumerbehaViorsSohowtoIIlakemarketingⅡ10debasedonconsumerbehaviorsisofimportancetooperatorInthispaperatfirsttheauthorintroducestheconceptofvalue—addedserVicesandanalyzesthede

5、veloDmentbackgroundofvalue—addedserVicesandthenecessaryofconsumerbehaviorresearchindeVelopingtheDroductsSecondly，afteranalyzingthemarketingmodeofwAPandIVR。severalcommonprincipleswhytheproductscanbesuccessfularegivenThird

6、ly，theauthorthenmakesresearchintomaking如arketingmodethroughanalyzingeonsumerbehaViorsAtlast，theauthorgivesthemechanismofsettingupmarketingmodeofvalue—addedservicesbygalIletheoryandthenproVidestheoDeratorsa艙th鯽aticalmodel