通信行业搭售策略对创新绩效的影响机理研究

Effects of Sales Portfolio on Innovation Performance in Telecommunication Industry

"互联网+"时代的到来对通信行业的创新发展提出了新要求,服务理念和模式的创新成为通信行业的重要课题。在这一新环境中,如何依托搭售策略去创造更好的创新绩效备受关注。本文在已有研究成果的基础上提出了研究假设与理论模型,然后以中国电信"天翼e家"搭售业务在"互联网+"背景下的行为数据为样本,分析并验证了通信行业搭售策略对创新绩效的影响机理。在此基础上,本研究对"互联网+"环境下通信行业搭售策略的制定与实施提出了对策建议。

Sales portfolio is an effective approach for telecommunication industry to serve the national internet plus initiative; this study explores and empirically tests a conceptual model of the key determinants of sales portfolio on product choice,customer longevity,and firm sales in a telecommunication company. Results show that price discount,discount framing,product complementarities,price and customer purchase history all have significant influence on short term sales performance and long term one as well. Academic contributions of this research included validation of the effect of sales portfolio on marketing performance,providing a practical customer equity approach,and improving validity by using behavioral data. Managerial implications of the study included the need to set a reasonable discount rate when acquiring customers,paying attention to discount framing and product complementarities to retain customers.