电信科学 ›› 2009, Vol. 25 ›› Issue (11): 16-19.doi: 10.3969/j.issn.1000-0801.2009.011.007

• 专题：全业务发展与营销 • 上一篇    下一篇

追随型移动运营商客户规模裂谷跨越研究

王洪军   

  1. 中国电信股份有限公司广东研究院 广州 510630
  • 出版日期:2009-11-15 发布日期:2009-11-15

Research on the Follower of Mobile Market to Cross the Subscriber Chasm

Hongjun Wang   

  1. Guangdong Research Institute of China Telecom Co.，Ltd.，Guangzhou 510630，China
  • Online:2009-11-15 Published:2009-11-15

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17

摘要：

当前通信市场环境下，新兴的全业务运营商再不能固守原来的封地，相互扩张和渗透成为市场常态。无论是移动领域向固网领域的渗透，还是固网领域向移动领域的扩张，都面临着客户规模增长难题：企业与客户之间存在一条不可见的裂谷，使得竞争对手的客户总是倾向围绕在原来的运营商周围，不肯走到自己这边。能否在这条裂谷上搭建起跨越的桥梁，成为决定新兴运营商生死的关键。本文从裂谷的形成和对策两个方面进行分析，并重点介绍助力新兴移动运营商跨越裂谷的新理论：基于产品生命周期的全程可用性测试体系。

关键词: 客户规模裂谷, 新技术接受生命周期, 体验式营销, 可用性测试

Abstract:

In the current telecommunications market，the three new operators won’t keep their old share，occupation to each other has been normal and frequent. Anyway，all of them will face one same question：how to cross the invisible“chasm”between the consumers and themselves，that makes it difficult for the consumers to get closer.This article will analysis the causes and solutions to the“chasm”，and introduce one new theory：the system of usability testing by product life cycle.

Key words: subscriber chasm, product life cycle, experiential marketing, usability testing

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