大学生对中国移动服务的满意度调查—基于动感地带M值兑换业务本科.docVIP

南京邮电大学通达学院 毕 业 论 文 题 目 大学生对中国移动服务的满意度调查基于动感地带M值兑换业务 业 市场营销 学生姓名 班级学号 摘 要 2013年，中国移动“动感地带”品牌营销模式趋于成熟，作为中国移动三大客户品牌之一，“动感地带”己经建立了牢固的市场地位。但是面对新情况、新形势、新产品和新的通信市场格局，“动感地带”的品牌营销将何去何从，如何调整应对，是企业发展不容忽视的现实问题。 本文旨在通过调研“动感地带”M值兑换业务在大学中的客户满意程度，从而得出对“动感地带”品牌的品牌忠诚度，进而提出建议以提高“动感地带”品牌在校园通信市场的占有率，切实了解移动M值兑换业务在大学生群体中的受欢迎程度，深挖移动M值兑换业务的竞争优势，探寻其存在的不足以及预测移动M值兑换业务的发展前途。在预调研的基础上分析改进，设计出正式调研的调查问卷，采用人群中一对一发放，现场填写回收的方式进行调研，回收问卷，整理数据，采用信度分析、主成分分析、回归分析的方法分析四个假设是否成立,并进一步对M值潜在市场的利润空间和移动运营商提出建议。 关键字：满意度；品牌塑造策略；信度分析；主成分分析 ABSTRACT In 2013, China mobile, the m-zone brand marketing mode to mature, as one of the three big customers brand in China mobile, m-zone has established a strong market position. But in the face of new situation, the new situation, new products and new communications market pattern, m-zone brand marketing will go, how to adjust to, is the enterprise development the realistic problem that not allow to ignore. The purpose of this paper is to research through the m-zone M value for business in the customer satisfaction degree in the university, and concluded the m-zone brand of brand loyalty, and puts forward Suggestions to improve the m-zone brand market share in campus communication. To understand mobile M values in college students groups in popularity, dig mobile M value of competitive advantage. Explore the weakness of predict the prospects for mobile M value. In preliminary research on the basis of analysis, design a formal investigation questionnaire, adopts the crowd one-on-one, fill in the recycled way field research, recycling questionnaire, sorting data, using reliability analysis, principal component analysis and regression analysis methods to analyze four hypothesis is established, and further to the M value potential market profit margins and mobile operators are also proposed. Key words：Satisfaction; Branding Strategies; the Reliability Analysis ; Principal Component Analysis 目录第一章 绪论 1 1.1