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| 文章编号：1672-3104(2014)06-0086-08 |
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合约安排与市场拓展关系研究——基于联通公司的案例分析 |
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沈超红，卢孟孟，刘芝兰 |
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（中南大学商学院，湖南长沙，410083） |
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| 摘 要： 合约机作为一种新颖的营销手段，被电信运营商广泛采用。中国联通先后推出了CDMA和WCDMA两种合约机，然而二者市场拓展效果却差异显著。个中原因，值得探索。以湖南省常德市联通分公司为例，通过访谈资深员工、查阅历史资料、分析数据、对比竞争性解释，发现合约安排是导致两种合约机市场拓展效果差异的重要原因，而合约相关者剩余是其作用的内在本质。该研究在理论上，验证了合约安排是解释经济现象的一个重要自变量，构建了以“合约相关者剩余”为中介变量的合约安排与市场拓展关系的概念模型；实践中，为挖掘最优的合约安排、提高电信运营商市场拓展绩效，提供了重要的启示。 |
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| 关键词： 合约安排；客户获取；客户保留；合约相关者剩余；竞争性解释 |
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On the relationship between contractual arrangement and market expansion—Based on a case of China Unicom |
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SHEN Chaohong, LU Mengmeng, LIU Zhilan |
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（Business School of Central South University, Changsha 410083, China） |
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| Abstract: As a novel means for marketing, contractual machines are widely used by telecom operators. China Unicom has launched successively two kinds of contractual machines, the contractual machine of CDMA and contractual machine of WCDMA, but the effects of marketing were very different, and the reason inherent is worth exploring. In this paper, authors took China Unicom Changde branch in Hunan province as a case for study. Through interviewing the senior employees, analyzing archival data, and comparing rival explanation, it is found that contractual arrangement is the important reason causing the different effect, and contract- holders’ surplus is the inherent nature to explain why contractual arrangement can work. The main contributions of this study are presented. It confirmed that contractual arrangement is an important independent variable in explaining the economic phenomena, and it built the conceptual model of the relationship between the contractual arrangement and market expansion, by employing contract- holders’ surplus as mediator. It also provided a practical inspiration for telecom operators to develop the optimal contractual arrangement so as to improve the marketing performance. |
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Key words: contractual arrangement; customer acquisition; customer retention; contract-holders’ surplus; rival explanation |
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