电信运营商营销绩效评价的分析研究.pdf

南京邮电大学硕士研究生学位论文摘要摘要我国电信业一系列大刀阔斧式的重组和改革举措,标志着电信市场竞争新格局的形成。面对激烈的竞争环境和全业务运营模式的转变,电信运营商亟需对原有的营销管理和运作方式进行大胆变革和创新,如何利用营销绩效评价实现营销资源的最大化产出已成为各大电信运营商取得市场竞争优势的关键。据此,本文的研究以营销资源的投入产出效率为切入点,通过建立由输入指标和输出指标所组成的电信运营商营销绩效评价指标体系,引入在多输入和多输出的效率评价方面有诸多优越性的数据包络方法(DEA),对其进行改进后分两个阶段对电信运营商的营销绩效进行评价。模型研究结果不仅能对电信运营商的营销绩效进行排序和横向比较,而且可以为营销管理决策活动提供量化的改进方案。在完善理论研究的同时,本文也注重理论分析与实际应用的紧密结合,将电信运营商营销绩效评价研究的理论成果扩展到实际应用领域,对中国电信多家省级分公司的营销绩效进行实证分析。依据营销效率相对指数对各样本企业作层次划分,将划分结果与经济发展环境和电信发展水平等客观环境所界定的不同市场等级进行对比分析,在此基础上根据不同层级中电信运营商营销绩效的差异表现对所有影响因素进行归纳总结,并以此为依据对身处不同类型市场的电信运营商分别提出相应的市场营销策略建议。南京邮电大学硕士研究生学位论文 ABSTI认CT A anization and reform measures show thatnew structure ofChina’S munication market petition environment and mode transformation ofallround businessoperation,munication operators desiderate to implement boldreforms and problem,that how to use marketingperformance evaluation toachieve output maximization ofmarketing resources,has e thekey to petitive advantages munication operators. Hereby,research on input-output efficiency ofmarketing resources isregarded ascutting po缸in establishing indexsystem ofmarketing performance evaluation,this thesis introduces themethod ofData Envelopment Analysis(DEA),which hasadvantages in multi—input and multi-output efficiency making improvement to DEA, marketing performance evaluation munication operators has been divided intotwo themodel,the resultshows thatmarketing performance Can besequenced and ,quantized improving schemes Can be proposed for decision·making activitiesofmarketing management. The thesisis not only devoted toimprove theoreticalresearch,but alsopays bing theory analysis、7l,itll achievements inresearch on marketing performance evaluation munication operators ale extended topractical application fields,making empiricalanalysis tomany panies ofChina . According torelativeindex ofmarketing efficiency,each enterprise sample