【摘要】：隨著我國(guó)電信行業(yè)的競(jìng)爭(zhēng)不斷加劇,新興技術(shù)對(duì)傳統(tǒng)業(yè)務(wù)猛烈沖擊,固網(wǎng)運(yùn)營(yíng)商面臨著業(yè)務(wù)轉(zhuǎn)型的巨大壓力。移動(dòng)語(yǔ)音和IP技術(shù)對(duì)固定語(yǔ)音業(yè)務(wù)的替代,迫使固網(wǎng)運(yùn)營(yíng)商思考如何對(duì)傳統(tǒng)業(yè)務(wù)“保存激增”并尋找新的業(yè)務(wù)增長(zhǎng)點(diǎn)。 為了避免傳統(tǒng)話費(fèi)價(jià)格戰(zhàn)對(duì)企業(yè)造成的巨大損失,上海電信在中國(guó)電信集團(tuán)的統(tǒng)一部署下,推出了“我的E家”轉(zhuǎn)型戰(zhàn)略品牌進(jìn)行。以快樂(lè)、輕松、時(shí)尚、親情為理念,滿足現(xiàn)代家庭注重健康及融洽家庭氣氛的情感要求,使家庭成員實(shí)現(xiàn)良好溝通。該品牌將固話語(yǔ)音、寬帶、增值業(yè)務(wù)及小靈通等業(yè)務(wù)打包成不同的套餐形式,針對(duì)不同客戶群的需求,推出不同的資費(fèi)套餐。因此產(chǎn)品組合設(shè)計(jì)和相應(yīng)套餐資費(fèi)的確定,將成為該品牌是否能成功的關(guān)鍵。 本文基于上述需求的背景下,著眼于“我的E家”戰(zhàn)略品牌的推進(jìn),力圖通過(guò)對(duì)電信業(yè)務(wù)資費(fèi)定價(jià)模型的探索性研究,在細(xì)分客戶需求的基礎(chǔ)上,進(jìn)行產(chǎn)品組合設(shè)計(jì),差別化定價(jià),以達(dá)到較好地滿足用戶需求,同時(shí)提升運(yùn)營(yíng)商收入的目的。此外,還針對(duì)品牌認(rèn)可度,客戶關(guān)系管理,品牌用戶服務(wù)等方面進(jìn)行探討,為“我的E家”品牌推進(jìn)提供有力支撐。通過(guò)上述研究,力求得出有代表性的結(jié)論,對(duì)今后固網(wǎng)運(yùn)營(yíng)商的品牌資費(fèi)套餐設(shè)計(jì)與定價(jià)提供參考。
[Abstract]:With the increasing competition in China's telecom industry and the fierce impact of emerging technologies on traditional services, fixed-line operators are facing tremendous pressure of business transformation. The substitution of mobile voice and IP technology to fixed voice services has forced fixed network operators to think about how to "save surge" of traditional services and find new service growth points. In order to avoid the huge loss caused by the traditional price war, Shanghai Telecom launched "my E" transformation strategy brand under the unified deployment of China Telecom Group. With the idea of happiness, relaxation, fashion and kinship, it can satisfy the emotional requirements of modern family to pay attention to health and harmonious family atmosphere, so that family members can communicate well. The brand will be fixed-line voice, broadband, value-added services and PHS package into different forms, according to the needs of different customer groups, the introduction of different tariff packages. Therefore, product portfolio design and the determination of the corresponding package rates will be the key to the success of the brand. Based on the above requirements, this paper focuses on the promotion of "my E-Home" strategic brand, and tries to carry out product combination design on the basis of subdividing customer demand through the exploratory research on pricing model of telecom service tariff. Differential pricing in order to meet the needs of users and improve the revenue of operators. In addition, brand recognition, customer relationship management, brand user service and other aspects are discussed to provide strong support for "my E" brand promotion. Through the above research, we try our best to draw a representative conclusion and provide reference for the design and pricing of brand tariff packages for fixed network operators in the future.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F626

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本文編號(hào)：2281278