渠道迁移策略的效果对比--基于PVAR模型的通信行业实证研究  

The Effect Comparison of Channel Transferring Strategy: the Empirical Research on the Communication Based on PVAR Model

作　　者：方正[1] 杨洋[2] 

机构地区：[1]四川大学工商管理学院,四川成都610064 [2]北京大学光华管理学院,北京市100871

出　　处：《中国流通经济》2013年第2期90-95,共6页China Business and Market

基　　金：国家自然科学基金项目“预测和应对产品伤害危机的溢出效应--调节变量和中介变量的作用”(项目编号:71202138);教育部人文社会科学研究项目“产品伤害危机溢出效应的预警机制与应对策略研究”(项目编号:12YJC630045);四川大学中央高校基本科研业务费研究专项(哲学社会科学)项目立项“预测和应对产品伤害危机的溢出效应--调节变量和中介变量的作用”(项目编号:skqy201207)的资助

摘　　要：随着互联网的快速发展,如何将顾客迁移到成本更低、效率更高的渠道,已经成为营销研究和实践中的热点问题,但渠道迁移策略及其效果仍然存在研究空白。本文以通信行业真实数据建立面板向量自回归模型,对比研究了引导使用、触发短信和话费补贴的效果。本文研究发现,引导使用和话费补贴具有短期和长期效果,触发短信只具有短期效果,并且引导使用的效果明显优于其他两种迁移策略。With the rapid development of internet, how to transfer the customers to channels with lower cost and higher efficiency has become the highlight in research on marketing and related practices. But there are still some blank spaces of research on channel transferring strategy and the effects. With the help of PVAR model, the effect of usage guidance, triggering short messages and expenditure subsidies have been compared. It is showed that usage guidance and expenditure subsidies have both the short and long term ~effect; triggering short messages only has the short term effect. And the effect of usage guidance is much better than that of the other two strategies.

关 键 词：渠道迁移 营销策略 电信行业 PVAR 

分 类 号：F274[经济管理—企业管理]