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Optimizing the use of available resources is one of the key challenges in activities that consist of interactions with a large number of “target individuals,” with the ultimate goal of “winning” as many of them as possible, such as in marketing, service provision, political campaigns, or homeland security. Typically, the cost of interactions is monotonically increasing such that a method for maximizing...
This paper researches the demand function of the per capita consumption of mobile voice service by fixed effect quantile regression model. Results show that both price elasticity and income elasticity vary between different consumption-level consumer groups. For low-consumption consumers, income is the most important factor that impacts their consumption, while the price of mobile voice service and...
The increasing differences between mobile communication network is providing a differentiated network of interests and the interests of differentiated network brings to customers the value of differentiated products. This article is based on the perspective of product value to mobile communications network as object of study, for mobile communication networks differentiated network of interests, through...
This paper in-depth researches the current channel management model of China Unicom-Channel Management Mode of Service Provider, and aims at its characteristics, combined with the need of full informationization of China Unicom, puts forward the function model of Service Marketing Management Sytem For Social Channel(referred to as SMMS) and deeply analyses each module and their significance of market,...
Starting with Bass model, diffusion researchers have predominantly focused on modeling category-level sales growth and issues surrounding it. In this paper, we propose a brand-level competition diffusion model and test the model using brand-level subscribers data of China Mobile and China Unicom from the China Mobile Communication Industry markets. Using the test result of the proposed model, we further...
Distributing discount coupons through mobile phone text messages or short message service has become the latest promotional strategies of companies. Mobile coupons present an exciting new opportunity to target consumers with highly customized offers. Not much research is done on the factors influencing attitude and behavioral intention of consumers using m-coupons. The present study uses the technology...
In this study, we will show that cultural factors are used to explore the different findings; it can influence the initial variables directly without mediation. We also apply an extension model to the Technology Acceptance Model - the COMPASS Acceptance Model which is very suitable for testing mobile services adoption, and may be used to define the weighing factors of mobile servicespsila life cycles...
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