Wing之队关于广州地区大学生对中国移动通信满意度调研报告书.doc

关于广州地区大学生对中国移动通信满意度调研报告书 Wing之队 PAGE PAGE 1 调研为你所用，市场触手可及 摘要 随着市场经济在中国的日益发展，竞争的加剧，“卖方市场”逐渐演变为“买方市场”，顾客的争夺便成为企业在竞争中制胜的关键。企业以顾客为本，满足顾客的需求已成为企业的经营目标。中国的电信业，尤其是中国移动通信企业，在当今竞争日益激烈的电信运营环境下，逐渐形成了以顾客为中心的发展战略。而企业80%的利润来自于20%的客户，因此企业在进行满意度调查时需抓住关键顾客，重点关注。无论如何，企业想在激烈的市场竞争中立于不败之地，必须得快速响应顾客个性化与瞬息万变的需求，为顾客提供创新产品与完善服务，进而提升顾客的满意度、忠诚度，最终达到增强竞争力，扩大市场占有额的目的。而大学生作为移动服务的特殊消费群，其需求与满意度对企业的管理发展至关重要。 此次调研是代表中国移动公司，通过调查广州地区大学生对中国移动产品和服务的感知质量与期待质量（产品服务、渠道管理、网络信号、投诉处理等），以客观的统计数据和图表模型形象地呈现出大学生用户对中国移动的满意度，并在结尾处根据调查分析所得数据给出参考建议。 关键词：广州大学生 中国移动 满意度 产品服务 投诉建议 目录 摘要······························································ 1 一 项目介绍······················································4 1 总体说明·······················································4 2 调查内容·······················································4 3 调查范围及对象·················································4 4 调查方式的选择·················································5 5 抽样设计·······················································5 5.1 样本分配···················································5 5.2 调查地点具体设计···········································5 5.3 调查对象设计···············································5 6 调查问卷的编制·················································5 7 调查周期·······················································6 8 调研模型·······················································6 二 调查结果······················································ 6 1 样本分析······················································· 6 1.1 性别分布··················································· 6 1.2 月消费水平分布············································· 7 1.3 目标学校样本分布··········································· 7 2 调查结果分析··················································· 8 2.1 获知移动业务的渠道········································· 8 2.2 办理业务的渠道············································· 8 2.3 选择移动运营商的原因······································· 9 2.4 对形象代言人及其代言品牌的看法·························