【摘要】：長(zhǎng)期困擾電信企業(yè)經(jīng)營(yíng)管理的一個(gè)基本問(wèn)題是增量不增收的規(guī)模與效率矛盾。大規(guī)模定制生產(chǎn)模式與動(dòng)態(tài)定價(jià)有機(jī)結(jié)合為解決這一矛盾在理論和實(shí)踐兩方面創(chuàng)新了思路和方法。定制電信產(chǎn)品模塊化設(shè)計(jì)基于客戶導(dǎo)向的設(shè)計(jì)理念,通過(guò)構(gòu)建可以響應(yīng)不同客戶需求易于變型的模塊化產(chǎn)品族GBOM結(jié)構(gòu),依據(jù)屬性賦值和配置規(guī)則,能夠靈活高效地匹配和組合滿足客戶需要產(chǎn)品。將收益管理思想應(yīng)用于大規(guī)模定制生產(chǎn)模式,實(shí)行動(dòng)態(tài)定價(jià),一方面促進(jìn)了電信企業(yè)合理生產(chǎn)和定價(jià),提高了企業(yè)利潤(rùn)；另一方面,滿足了電信客戶對(duì)電信產(chǎn)品的個(gè)性化需求,提高了客戶滿意度。本文就是從模塊化設(shè)計(jì)和動(dòng)態(tài)定價(jià)兩個(gè)角度來(lái)研究定制電信產(chǎn)品,既解決了電信企業(yè)大規(guī)模定制的生產(chǎn)效率問(wèn)題和提高企業(yè)利潤(rùn)的合理定價(jià)問(wèn)題,又解決了電信客戶電信需求個(gè)性化和差異化問(wèn)題,最終實(shí)現(xiàn)了企業(yè)利益和客戶利益的雙贏。 本文首先對(duì)電信服務(wù)產(chǎn)品理論、電信產(chǎn)品設(shè)計(jì)理論、電信產(chǎn)品定價(jià)理論的相關(guān)研究文獻(xiàn)進(jìn)行了系統(tǒng)性總結(jié)與綜述,指出定制電信產(chǎn)品的模塊化設(shè)計(jì)是電信企業(yè)滿足消費(fèi)者個(gè)性化定制需求,以定制經(jīng)濟(jì)的高效率、高收益生產(chǎn)和提供定制電信產(chǎn)品和服務(wù)路徑,然后從經(jīng)濟(jì)學(xué)角度和管理學(xué)角度兩個(gè)方面闡述電信產(chǎn)品定制化產(chǎn)生機(jī)制；以滿足客戶需求為指引,以相關(guān)產(chǎn)品族為基礎(chǔ),以模塊化為核心構(gòu)建電信產(chǎn)品定制化實(shí)現(xiàn)理論框架模型;從客戶關(guān)系管理、產(chǎn)品族模塊化、組織柔性管理、電信產(chǎn)品模塊劃分、電信產(chǎn)品模塊配置等方面論述定制電信產(chǎn)品模塊化設(shè)計(jì)的關(guān)鍵技術(shù)。 其次,從適用性和必要性兩個(gè)角度分析定制電信產(chǎn)品模塊化設(shè)計(jì)機(jī)理。闡述了適合定制電信模塊化結(jié)構(gòu)類型,分析了電信服務(wù)產(chǎn)品構(gòu)件層次劃分,通過(guò)功能模塊和物理模塊分析了定制電信產(chǎn)品結(jié)構(gòu)映射關(guān)系。論述基于模塊化的定制電信產(chǎn)品設(shè)計(jì)框架、原則、方法和流程。分析模塊粒度對(duì)定制電信產(chǎn)品模塊化設(shè)計(jì)影響。依據(jù)構(gòu)建定制產(chǎn)品配置方法原則,建立了基于產(chǎn)品族結(jié)構(gòu)GBOM的產(chǎn)品配置模型,并給出了基本模塊、必選模塊和可選模塊三種配置模塊以及模型中配置模塊構(gòu)成、模塊及其屬性間約束關(guān)系。在配置過(guò)程中,給出了配置規(guī)則和模塊配置變量,并結(jié)合實(shí)例描述了客戶細(xì)分電信產(chǎn)品需求特征闡述了定制電信產(chǎn)品配置與生成過(guò)程。 然后,對(duì)定制電信產(chǎn)品價(jià)格特征以及價(jià)格決策方法體系進(jìn)行分析,并對(duì)影響電信業(yè)務(wù)定價(jià)決策的成本、市場(chǎng)、用戶、政府等因素進(jìn)行了實(shí)證研究。指出用戶需求是影響大規(guī)模定制條件下電信運(yùn)營(yíng)商定價(jià)關(guān)鍵因素,電信運(yùn)營(yíng)商必須從用戶需求角度去對(duì)定制電信產(chǎn)品進(jìn)行動(dòng)態(tài)定價(jià)。接著,探索了基于網(wǎng)絡(luò)模塊流量分配和價(jià)格歧視電信網(wǎng)絡(luò)模塊產(chǎn)品動(dòng)態(tài)定價(jià)問(wèn)題,考慮容量分配與價(jià)格歧視的定制電信產(chǎn)品動(dòng)態(tài)定價(jià)問(wèn)題,并構(gòu)建了動(dòng)態(tài)定價(jià)模型。根據(jù)電信網(wǎng)絡(luò)模塊運(yùn)營(yíng)商具體決策條件,選取量子模擬退火算法進(jìn)行求解。通過(guò)實(shí)例驗(yàn)證了該動(dòng)態(tài)定價(jià)模型可行性與有效性。并從標(biāo)準(zhǔn)化、差異化、組合化三個(gè)角度提出了滿足用戶需求的定制電信產(chǎn)品定價(jià)策略。這為今后定制電信產(chǎn)品動(dòng)態(tài)定價(jià)決策提供了很好理論基礎(chǔ)和指導(dǎo)意義。 最后,以實(shí)例介紹了定制電信產(chǎn)品模塊化的系統(tǒng)應(yīng)用。描述了客戶需求調(diào)查表的建立,敘述了定制電信產(chǎn)品的功能分解模型、結(jié)構(gòu)層次模型和配置模型,闡述了實(shí)例庫(kù)對(duì)于定制電信產(chǎn)品模塊化設(shè)計(jì)的重要性及其設(shè)計(jì)原理。最后,介紹了目前正在電信運(yùn)營(yíng)商開(kāi)發(fā)設(shè)計(jì)的產(chǎn)品銷售品管理系統(tǒng),并應(yīng)用本系統(tǒng)驗(yàn)證了本文提出配置方法的可行性。
[Abstract]:A basic problem that perplexes the management of telecom enterprises for a long time is the contradiction between the scale and efficiency of the incremental non increase. The organic combination of mass customization production mode and dynamic pricing has innovated the ideas and methods to solve the contradiction between the two aspects of theory and practice. The modular design of customized Telecom products is based on the customer oriented design concept. After building a modular product family GBOM structure that can be easily altered in response to different customer needs, according to the attribute assignment and configuration rules, it can match and combine the customer's needs flexibly and efficiently. The revenue management idea is applied to mass customization production model and dynamic pricing is implemented. On the one hand, it promotes the reasonable production of telecom enterprises. On the other hand, it meets the personalized demand of telecom customers to telecom products and improves customer satisfaction on the other hand. This paper is to study customized telecom products from two angles of modular design and dynamic pricing, which not only solves the problem of production efficiency of the mass customization of telecom enterprises and improves the profit of the enterprise. The problem of pricing solves the problem of individuation and differentiation of telecom customer's Telecom demand, and finally realizes the win-win of enterprise's benefit and customer's benefit.
This paper first systematically summarizes and summarizes the related literature of telecom service product theory, telecom product design theory and telecom product pricing theory, and points out that the modular design of customized telecom products is the requirement for the telecom enterprises to meet the customizing customization requirements of consumers, with the high efficiency of customizing the economy, the high yield production and the provision of custom electricity. The product and service path, and then from the economic and management perspective two aspects of the telecommunications product customization production mechanism; to meet customer needs as the guidance, based on the related product family and modularized as the core to build a theoretical framework for telecommunication product customization; from customer relationship management, product family module, group The key technologies of modular design for customized telecom products are discussed in the aspects of flexible management, modular division of telecom products and modular configuration of telecom products.
Secondly, the modular design mechanism of customized telecom products is analyzed from two aspects of applicability and necessity. The structure type suitable for customized telecommunication module is expounded. The hierarchical division of telecommunication service product components is analyzed. The mapping relation of custom telecom products is analyzed through functional modules and physical modules. The modular based custom telecommunication is discussed. The product design framework, principle, method and process. Analyze the impact of module granularity on modular design of customized telecom products. Based on the principle of building custom product configuration method, a product configuration model based on product family structure GBOM is established, and the basic module, the required module and the optional module three configuration modules and the configuration module in the model are given. In the process of configuration, the configuration rules and module configuration variables are given, and the requirement features of customer subdivision of telecom products are described with examples. The process of configuration and generation of customized telecom products is described.
Then, we analyze the price characteristics of customized telecom products and the system of price decision method, and make an empirical study on the cost, market, user, government and other factors that affect the pricing decision of telecom service. It is pointed out that the user needs are the key factors of the pricing of telecom operators under the condition of mass customization, and the telecom operators must be from the user needs. The dynamic pricing of telecom products based on network module flow distribution and price discrimination is explored. The dynamic pricing problem of customized telecom products with capacity allocation and price discrimination is considered, and a dynamic pricing model is built. The decision conditions are solved by quantum simulated annealing algorithm. The feasibility and effectiveness of the dynamic pricing model are verified by an example, and the customized telecom product pricing strategy is proposed from three angles of standardization, differentiation and combination. This provides a good theory for the dynamic pricing decision of customized electronic letter products in the future. Basic and guiding significance.
Finally, the application of customized telecom product modularization is introduced with an example. The establishment of customer demand questionnaire is described. The function decomposition model of custom telecom products, structure hierarchy model and configuration model are described. The importance and design principle of case base for modular design of customized telecom products are expounded. Finally, the objective is introduced. The product sales management system which is being developed and designed by telecom operators is applied to verify the feasibility of the configuration method proposed in this paper.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2013
【分類號(hào)】：F626

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