本课题研究在客户忠诚度的理论前提下进行，阐述中国移动全球通发展的历程，明
确全球通客户在发展中对市场的定位。同时，通过调查问卷获取数据，在 ACSI 基础上
进行模型构建，通过对模型的计算，分析出中国移动全球通品牌客户忠诚度的现状，明
确客户对全球通品牌忠诚度不足的原因，在研究的基础上对中国移动全球通客户忠诚度
提出个性化、以客户为中心、对市场客户期望细化管理以及加强满意度几点建议
论文主要对移动全球通客户的忠诚度进行研究，通过客户忠诚度的提高来加强移动
公司综合竞争力，为移动公司的经营理念提供新的思维方式，优化现有的营销理念，针
对客户的不同需求，提供更加个性化的服务，以客户为基础开展营销活动，为移动企业
开展客户品牌忠诚度的方式提供依据
关键词：全球通；核心竞争力；客户忠诚度。Abstract
II
Abstract
Since 1995, China mobile communication in China&39;s rapid development, and the rapid
spread, relatively speaking, China mobile and China unicom has a large customer in the
market scale, telecommunications restructuring began in 2009, unicom CDMA in China
telecom. As of April 2016, China mobile&39;s customer total up to 834.769 million users, a net
gain of 917000 households, unicom users totaled 259.538 million, a net gain of 609000,
China telecom users to 204.17 million, the net gain of 1.53 million households, according to
this data, you can see that China unicom users has surpassed mobile telecom, thus it can be
seen, China mobile, the user&39;s own brand occupy the important position in the market.
Communication is the comprehensive strength competition, competition among
telecommunication operators is the core of enterprise competitiveness and comprehensive
strength contrast, while the customer is the direct embodiment of enterprise comprehensive
strength, only by constantly improve customer loyalty to improve the stability of mobile
clients.
The research is carried out on the premise of customer loyalty, elaborating the
development of China mobile global, and clarifying the positioning of the global customers in
the development of the market. At the same time, through the questionnaire to get the data,
based on ACSI model building, through the analysis of the model to identify the current
situation of China mobile global customer loyalty, clear China mobile global customer loyalty
of deficiency, on the basis of the research on China mobile global customer loyalty
personalization, refine to customer-centric, customer expectations to the market management,
and some Suggestions on strengthening satisfaction.
Main study of mobile global customer loyalty, through the improvement of customer
loyalty to enhance comprehensive competitiveness of mobile company, for the mobile
company&39;s business philosophy to provide a new way of thinking, to optimize the existing
marketing idea, based on customer demand to provide personalized service, the customer as
the basis of the marketing campaign, attaches great importance to the customer&39;s loyalty, for
the mobile to provide basis for enterprises to carry out the customer brand loyalty.
Keywords: GoTone, Core competitiveness, Customer loyalty.目 录
III
目 录
北京建筑大学硕士学位论文原创性声明
北京建筑大学硕士学位论文使用授权书
摘要........I
ABSTRACT ..II
第 1 章 绪 论........... 1
1.1 选题背景与意义 .... 1
1.1.1 论文研究背景 . 1
1.1.2 论文研究意义 . 1
1.2 国内外研究现状 ... 2
1.2.1 国内研究现状 . 2
1.2.2 国外研究现状 . 4
1.3 研究内容与方法 .... 6
1.3.1 研究内容 ......... 7
1.3.2 研究方法 ......... 8
第 2 章 客户忠诚度的理论综述 ..... 9
2.1 客户忠诚度的内涵 ........... 9
2.1.1 客户度忠诚的定义 ... 9
2.1.2 客户忠诚度的资源特性 ......... 9
2.2 影响客户忠诚度的因素 .. 10
2.2.1 客户感知价值 ........... 10
2.2.2 客户满意度 ... 11
2.2.3 转移成本 ....... 11
第 3 章 中国移动全球通品牌内涵分析.... 12
3.1 中国移动全球通品牌概况 .......... 12
3.1.1 全球通品牌发展历程 ........... 12
3.1.2 品牌界定 ....... 13
3.1.3 品牌目标市场定位 ... 14
3.2 中国移动全球通品牌市场分析 .. 15
3.2.1 市场环境分析 ........... 15
3.2.2 竞争格局分析 ........... 15目 录
IV
3.3 全球通品牌发展趋势 ...... 16
第 4 章 基于 ACSI 的中国移动全球通品牌客户忠诚度测评模型构建.. 18
4.1 ACSI 模型的内涵18
4.2 中国移动全球通品牌客户忠诚度测评模型 ....... 19
4.2.1 客户忠诚度测评的基本流程19
4.2.2 ACSI 模型的机理分析...........
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