基于转换成本的移动通信客户携号转网意愿聚类分析

携号转网是电信业发展的必然趋势,政策的放开将导致运营商之间的竞争更为激烈。在此背景下,运营商如何制定策略以保留老客户并发展新客户值得进一步探究。本文依照全国移动通信市场629份有效问卷调查数据,基于转换成本理论,运用因子分析和聚类分析方法,提取三维度的转换成本变量,将移动通信客户划分为程序型、经济型、非经济型、稳定型、积极型5类,分析其携号转网意愿特征差异,为运营商在携号转网背景下科学制定运营策略提供参考。

MNP is the inevitable trend of the development of telecommunication industry, and the opening up policy will lead to more intense competition between operators. In this context, how operators develop strategies to retain old customers and develop new customers are worth our further study. Through the factor analysis and cluster analysis method, based on switching cost theory, this paper extracts three- dimensional switching cost variables, classifies mobile communication customers as pro- cedural, non - economical, economical, stable, active customers as to analyze the characteristic differences of the willingness to MNP. The study provides a reference to develop scientific operational strategies for operators in the context of MNP im- plementation.