电信科学 ›› 2012, Vol. 28 ›› Issue (4): 31-37.doi: 10.3969/j.issn.1000-0801.2012.04.006

• 专题：移动互联网时代的电子渠道 • 上一篇    下一篇

电子渠道用户行为分析及应用策略研究

徐茜,郭涛,薛立宏   

  1. 中国电信股份有限公司上海研究院 上海200122
  • 出版日期:2012-04-15 发布日期:2017-06-14

Discussion on Electronic Channelsˊ User Behavior Analysis and Application Strategy

Xi Xu,Tao Guo,Lihong Xue   

  1. Shanghai Research Institute of China Telecom Co., Ltd., Shanghai 200122, China
  • Online:2012-04-15 Published:2017-06-14

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摘要：

在全业务运营环境下，运营商纷纷将电子渠道的发展作为争夺用户和提高服务水平的重要举措，本文通过对用户行为的研究，结合数据调研结果，分析出电子渠道发展障碍及生命周期，并提出突破渠道发展障碍，提升渠道效能、有效渗透率及用户黏性的策略。

关键词: 电子渠道, 需求偏好模型, 创新扩散, LC-P模型, BASS

Abstract:

Under all-service operation environment, telecom operators all regard the development of electronic channels as important ways to attract users and improve service. Based on the research of user behavior, this thesis discusses electronic channelsˊ development obstacles and life cycle, meanwhile presents the channel efficiency, effective permeability and user stickiness promotion strategy.

Key words: electronic channel, demand preference model, diffusion of innovation, LC-P model, BASS

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