随着移动通讯技术不断的发展，移动号码用户携号转网政策被越来越多的国家采 用，以保持本国通信运营商之间的良性竞争。携号转网政策通过降低移动通讯用户的 转换成本，减小了通讯运营商对用户的捆绑作用，进而鼓励用户进行意愿转换。在此 政策背景下，通讯运营商与通讯用户原有的业务关系，也会随着携号转网政策发生改 变，如果通讯运营商不积极采取的营销策略吸引新用户、挽留老用户，会造成市场份 额的减少和利润的下降。基于上述背景，本文以全通放开携号转网政策为研究背景， 以邢台地区电信通讯用户为调研对象，以邢台电信公司为研究视角进行理论研究。 在携号转网政策下以转网意愿为研究切入点对邢台电信用户进行研究，通过问卷 调查收集数据，通过分析其他学者成熟的理论模型，来构建本文邢台电信通讯用户选 择转网意愿的影响因素理论模型。在通过SPSS软件分析各因素之间的相关系数，确定 这些因素对用户携号转网意愿的影响程度，再使用单因素方差分析、描述性统计分析、 回归分析、相关分析等分析方法验证研究假设，用户转网障碍、异网竞争的吸引、客 户满意度以及品牌不可替代性等四个自变量对最终因子用户携号转网意愿都会产生影 响，其中竞争吸引对转网意愿为正向影响，而转换障碍、客户满意度、不可替代性对 转网意愿均为负向影响。同时针对调查问卷中不同特性用户的转网意愿，进行了描述 行统计分析和单因素方差分析，分析结果表明年龄、每月话费账单不同的用户，在转 网意愿上存在着明显差异。 本文希望能够通过实证研究，找出影响邢台地区移动通讯用户选择携号转网意愿 的主要影响因子，补充我国携号转网意愿影响因素的相关研究，促进不同通讯运营商 之间的良性竞争，推动我国通讯行业健康发展。期望本研究对中国电信邢台分公司， 在用户携号转网市场方面提供有效意见建议，注重邢台电信公司的业务服务水准、产 品竞争力、用户满意度、客户关系维系等方面的提升，最终提高自身市场占比和营业 收入，缩小与邢台移动、邢台联通经营差距。 关键字：携号转网；影响因素；数据分析；相关分析；回归分析 II ABSTRACT With the continuous development of mobile communication technology, the policy of number portability for mobile communication users is adopted by more and more countries in order to maintain healthy competition in the domestic communication market. The number portability transfer policy reduces the transfer cost of mobile communication users, thereby reducing the bundling effect of communication operators on users and encouraging users to transfer willingly. In the context of this policy, the original business relationship between communication operators and communication users will also change with the number portability policy. If communication operators do not actively adopt marketing strategies to attract new users and retain old users, it will cause Decrease in market share and decline in profits. Based on the above background, this article takes the policy of All Access to open number portability as the research background, takes the telecommunication users in Xingtai area as the research object, and conducts theoretical research from the research perspective of Xingtai Telecom. Under the policy of number portability and transfer, the research on Xingtai Telecom users is based on the willingness to transfer, collect data through questionnaire surveys, and study the mature research models of other scholars to construct this article. Factor model. Analyze the correlation coefficients between various factors through SPSS software to determine the degree of influence of these factors on users’ willingness to port to the Internet, and then use one-way analysis of variance, descriptive statistical analysis, regression analysis, correlation analysis and other analytical methods to verify the research hypothesis , The four independent variables such as barriers to user transition, attraction of competition from different networks, customer satisfaction, and brand irreplaceability will all have an impact on the final factor of the user’s willingness to port to the network. Among them, competitive attraction has a positive effect on the willingness to switch. However, conversion barriers, customer satisfaction, and irreplaceability all have a negative impact on the willingness to switch networks. At the same time, a statistical analysis of descriptive lines and a one-factor analysis of variance were carried out for the willingness of users with different characteristics in the questionnaire. The analysis results show that users with different ages and monthly bills have significant differences in their willingness to switch. This article hopes to analyze the main influencing factors that affect the willingness of III mobile communication users to choose number portability in Xingtai area, supplement the relevant research of my country's number portability policy, promote healthy competition between different communication operators, and promote the healthy development of my country's communication industry. It is hoped that this research will provide useful opinions and suggestions to China Telecom’s Xingtai branch in the user port portability market, focusing on the improvement of Xingtai Telecom’s business service standards, product competitiveness, user satisfaction, customer relationship maintenance, etc., and ultimately improve Its own market share and operating income narrowed the operating gap with Xingtai Mobile and Xingtai Unicom. Keywords: number portability; influencing factors; data analysis; correlation analysis; regression analysis IV 目 录 摘要 ..... I ABSTRACT ........................ II 第一章 绪论 ................. 1 1.1选题背景与研究意义 .......................... 1 1.1.1选题背景 ... 1 1.1.2研究问题提出 .......................... 3 1.1.3研究意义 ... 4 1.2研究目的及研究内容 .......................... 4 1.2.1研究目的 ... 4 1.2.2研究对象 ... 5 1.2.3研究内容 ... 5 1.3国内外研究现状 ... 5 1.3.1 国外研究现状 .......................... 6 1.3.2 国内研究现状 .......................... 7 1.3.3国内外研究评述 ...................... 8 1.4研究方法、技术路线与论文框架 ...... 9 1.4.1研究方法 ... 9 1.4.2技术路线 . 10 1.4.3论文框架 . 10 1.5创新点 ................. 11 第二章 相关概念与理论 .......................... 13 2.1携号转网意愿 ..... 13 2.1.1携号转网意愿概念 ................ 13 2.1.2携号转网意愿影响因素研究模型........................ 13 2.1.3本文携号转网影响因素 ........ 15 2.2用户满意度 ......... 16 2.2.1用户满意度相关理论 ............ 16 2.2.2转网意愿与用户满意度的关系............................ 17 2.3计划行为理论 ..... 17 2.3.1计划行为理论概述 ................ 17 2.3.2计划行为理论在本文的应用 18 第三章 研究假设及数据收集 .................. 19 3.1研究假设 ............. 19 3.1.1假设 ......... 19 3.1.2假设模型构建 ........................ 23 3.2数据收集 ............. 23 3.2.1影响因素量表设计 ................ 24 3.2.2预调研实施 ............................ 27 3.2.3确定样本容量 ........................ 27 V 3.2.4正式调研 . 28 3.3信度和效度检验 . 28 3.3.1信度检验 . 28 3.3.2效度检验 . 29 第四章 实证研究 ....... 33 4.1描述性统计分析 . 33 4.2单因素方差分析 . 35 4.2.1性别对携号转网的单因素方差分析 .................... 35 4.2.2年龄对携号转网的单因素方差分析 .................... 35 4.2.3学历对携号转网的单因素方差分析 .................... 36 4.2.4职业对携号转网的单因素方差分析 .................... 36 4.2.5月账单费用对携号转网的单因素方差分析 ........ 36 4.3相关分析 ............. 37 4.4回归分析 ............. 38 4.5验证假设及模型构建 ........................ 40 第五章 改进策略与措施 .......................... 42 5.1降低用户转网冲动 ............................ 42 5.1.1网络质量 . 43 5.1.2使用习惯 . 43 5.1.3转换成本 . 43 5.2打造产品不可替代性 ........................ 44 5.2.1网龄福利不可替代 ................ 44 5.2.2融合功能不可替代 ................ 45 5.2.3金融功能不可替代 ................ 46 5.3提升客户满意度 . 47 5.4提高品牌竞争吸引力 ........................ 48 第六章 结论与展望 ... 49 6.1研究结论 ............. 49 6.2不足与展望 ......... 50。。。。。。以下内容略