基于可拓学理论的电信细分市场评价研究

当前由于三大运营商都成为全业务运营商,竞争更加激烈,运营商为应对竞争细分的市场层出不穷,电信细分市场的评价方法逐渐受到重视。为了更加精确地制定营销战略,找出细分市场中的重点培育市场,本文对电信细分市场评价方法进行研究,提出了多指标的电信细分市场评价体系,并引入可拓学优度评价方法对某运营商的细分市场进行了实证研究,为运营商寻找其重点培育市场提供了定量参考。

Evaluation of Telecommunications Market Segmentation Based on Extenics Theory

Since the three main telecommunications operators become full-service operators, competition among them have been more and more severe. Operators segment telecommunications market in different ways in response to competition Thus, the study of the market evaluation methods is highly valued in order to formulate more precise market strategies and identify the important segments. This paper studies the evaluation methods used by the telecommunications market; it points out multi-index evaluation system of the telecommunications market segmentation and conducts an empirical research on market segments based on goodness evaluation in Extenics theory; it provides a quantitative reference for the operators which look for the important segments and has some theoretical and practical value.