I 摘要 2019年11月，郑州联通已全面开启携号转网业务，同时，5G商用的启动也预示着中 国正式进入5G时代。不同于3G、4G时代，5G时代的大数据化，智能化，网络化特性，人 们对于携号转网业务呼吁程度较高。由于市场竞争份额的影响，郑州联通在携号转网业 务中也面临着巨大的挑战。5G时代，当用户更多的关注5G网络和新型权益产品时，5G网 络和产品因素是否影响用户的转网意愿，根据转网意愿的影响因素，给出降低用户转网 意愿的可行性建议，是本文即将研究的问题。 本文以郑州联通客户转网意愿为研究对象，通过构建技术接受模型，采用电子问卷 方式进行数据搜集，通过SPSS软件进行影响因素验证分析，即转化成本、习惯特性、5G 网络和产品等因素进行分析。通过模型的信度、效度、相关性、回归分析和路径验证分 析，找出影响转网意愿关键因素，并提出相关优化调整措施和建议，为郑州联通在携号 转网政策下的运营发展提供决策依据。 通过研究得出：转换成本已经不能作为障碍降低用户转网意愿，习惯特性和转网意 愿没有相关的影响关系，然而，5G网络却能够有效降低用户的转网意愿，产品因素能够 提升用户的转网意愿。因此，在5G时代，影响用户转网的关键因素是5G网络和产品因素。 根据其关键影响因素，给出降低郑州联通用户转网意愿的营销策略，加快推进5G网络的 产业化应用，做好创新权益型产品的优化，将提速降低坐实做到底，实体渠道转型助力 5G和产品，扎实做好存量用户的价值运营，保障携号转网业务稳步有序的实施。 关键词：携号转网；5G网络；产品因素；策略营销 西北农林科技大学硕士学位论文 II ABSRTACT InNovember2019,ChinaunicomofZhengzhouhasfullystartedthenumberportability service.Meanwhile,thelaunchof5GcommercialusealsoindicatesthatChinahasofficially enteredtheeraof5G.Differentfrom3G,4Gera,5Geraofdigital,intelligentandnetworking features,peopleforbusinesscallsforahighdegreeofnumberportability.Becauseofthe impactofcompetitioninthemarketshare,ChinaunicomofZhengzhouisfacedwith enormouschallengesinthebusinessofnumberportability.Intheeraof5G,whenuserspay moreattentionto5Gnetworkandnewequityproducts,itisaproblemtobestudiedinthis paperwhether5Gnetworkandproductfactorsaffectusers'willingnesstoswitchtothe network.Accordingtotheinfluencingfactorsofthewillingnesstoswitchtothenetwork, feasibilitySuggestionstoreduceusers'willingnesstoswitchtothenetworkaregiven. ThispapertakesChinaunicomofZhengzhoucustomers'willingnesstoswitchtothe networkastheresearchobject,constructsthetechnologyacceptancemodel,adoptsthe electronicquestionnaireandconductstheanalysisofinfluencingfactorsthroughSPSS software,namelythetransformationcost,habitcharacteristics,5Gnetworkandproducts. Throughthemodelofreliability,validity,correlation,regressionanalysisandpathanalysis, findoutthekeyinfluencefactors,putsforwardrelevantoptimizationadjustmentmeasures andthesuggestion,fortheoperationdevelopmentofChinaunicomofZhengzhouunder numberportabilitypolicytoprovidedecision-makingbasis. Throughtheresearch,itisconcludedthattheswitchingcostcannolongerbeusedasan obstacletoreducethewillingnessofuserstoswitchtothenetwork,andthereisnocorrelation betweenthehabitcharacteristicsandthewillingnesstoswitchtothenetwork.However,5G networkcaneffectivelyreducethewillingnessofuserstoswitchtothenetwork,andproduct factorscanimprovethewillingnessofuserstoswitchtothenetwork.Therefore,intheeraof 5G,5Gnetworkandproductfactorsarethekeyfactorsaffectinguserstoswitchtothe network.Accordingtothekeyinfluencefactors,reducethemarketingstrategyof ChinaunicomofZhengzhouusersfromswitchingintention,acceleratetheindustrialization applicationofthe5g,completestheinnovationtyperightsandinterestsoftheoptimizationof theproduct,willspeeduptoreducesatdoingexactly,entitychannelpower5gtransitionand product,thevalueofthestockofasoliduseroperations,securitybusinesssteadilyand orderlyimplementationofnumberportability. Keywords:Thenumberportability；5Gnetwork；Productsfactor；Strategicmarketing 目录 I 目录 摘要.............................................................................................................................................I ABSRTACT..............................................................................................................................II 第一章绪论.............................................................................................................................1 1.1研究的背景..................................................................................................................1 1.2研究的目的和意义......................................................................................................2 1.2.1研究的目的......................................................................................................2 1.2.2研究的意义......................................................................................................2 1.3国内外研究现状分析..................................................................................................3 1.3.1国外研究现状..................................................................................................3 1.3.2国内研究现状..................................................................................................4 1.3.3文献评价..........................................................................................................6 1.4研究思路及方法..........................................................................................................6 1.4.1研究思路..........................................................................................................6 1.4.2研究方法..........................................................................................................7 第二章携号转网概述及相关理论综述.................................................................................9 2.1携号转网的概述..........................................................................................................9 2.1.1携号转网政策概述..........................................................................................9 2.1.2联通5G时代对携号转网的影响......................................................................9 2.2转网意愿的相关理论................................................................................................10 2.2.1转换意愿定义................................................................................................10 2.2.2转换意愿的理论研究....................................................................................11 2.3技术接受模型相关理论............................................................................................12 第三章郑州联通用户转网意愿影响因素的模型构建.......................................................14 3.1郑州联通用户现状分析............................................................................................14 3.1.1郑州联通用户的经营分析............................................................................14 3.1.2郑州联通用户的细分分析............................................................................14 3.2郑州联通用户的转网情况........................................................................................17 3.3郑州联通用户携号转网意愿的影响因素设计........................................................19 3.3.1转网意愿的影响因素....................................................................................19 3.3.2转网意愿模型的构建....................................................................................20 3.3.3携号转网意愿模型的各要素假设................................................................20 西北农林科技大学硕士学位论文 II 3.3.4携号转网意愿模型的变量设定....................................................................21 第四章郑州联通用户携号转网意愿影响因素实证分析...................................................22 4.1携号转网意愿模型变量的描述性统计....................................................................22 4.1.1调查样本的基本情况....................................................................................22 4.1.2调查样本对携号转网的认知情况................................................................25 4.1.3调查样本对携号转网的意愿分析................................................................27 4.2郑州联通用户转网意愿模型分析......