电信运营商资源使用效率评估的相对使用效率模型

A relative resources efficiency model of the evaluation of resources efficiency of telecom operators

为了评估营销资源使用的合理性,以电信运营商为例,引入随机对照组,建立了资源相对使用效率模型,并通过因式分解量化评估影响资源效率的各种因素,如参与率、补贴率、提升率及捆绑率等,从而使资源效率评估更具有标准性和实用性。给出了实际经营中普通营销案的效率计算方法,结果表明该效率模型在实践中是可行的。

We establish a relative resources efficiency model to evaluate the reasonableness of marketing resources with telecom operators as an example and the introduction of random control group.We further quantify various factors affecting resources efficiency through factorization,such as participation rate,subsidy rate,improvement rate and bundled rate.The model makes the evaluation of resources efficiency more dependable and practicable.This paper presents the methodology of efficiency calculation in general marketing proposal.Results demonstrate that the efficiency model is feasible in practice.