【摘要】：2008年,國(guó)家對(duì)電信市場(chǎng)進(jìn)行了重組,形成了中國(guó)移動(dòng)、中國(guó)電信、中國(guó)聯(lián)通三大電信運(yùn)營(yíng)商全業(yè)務(wù)運(yùn)營(yíng)的市場(chǎng)格局。隨著國(guó)內(nèi)經(jīng)濟(jì)的快速發(fā)展和居民收入水平的提高,電信大客戶、公共群體的消費(fèi)習(xí)慣有了顯著的變化,但各電信運(yùn)營(yíng)商公共客戶、大客戶的群體的定價(jià)方式越來(lái)越不適應(yīng)形勢(shì)發(fā)展的要求,為此,需要基于現(xiàn)有客戶群特點(diǎn)研究合理的定價(jià)機(jī)制,來(lái)滿足不同消費(fèi)群體需求和滿足市場(chǎng)競(jìng)爭(zhēng)需求。 論文針對(duì)公共客戶和大客戶兩個(gè)大類群體展開研究。在公共客戶群方面,我們應(yīng)用數(shù)據(jù)挖掘方法對(duì)運(yùn)營(yíng)商細(xì)分子品牌下不同時(shí)間點(diǎn)同一消費(fèi)群體進(jìn)行了挖掘分析,確定了橫向上公共客戶群呈現(xiàn)出集群化消費(fèi)的特點(diǎn),縱向上公共客戶群隨技術(shù)和外在環(huán)境的變化,呈現(xiàn)出需求轉(zhuǎn)移的特點(diǎn);其次,利用改進(jìn)的重復(fù)博弈模型發(fā)現(xiàn),在完全信息條件下,運(yùn)營(yíng)商采用一步到位的定價(jià)策略更夠獲取定價(jià)優(yōu)勢(shì),而在不完全信息條件下,雙方對(duì)于時(shí)間的耐受度是影響定價(jià)的關(guān)鍵。對(duì)大客戶群體進(jìn)行的研究發(fā)現(xiàn),大客戶購(gòu)買特點(diǎn)基本不變,因而提出了基于第三方代理的議價(jià)機(jī)制,并從單屬性和多屬性兩個(gè)角度展開了研究,基于第三方代理的議價(jià)機(jī)制解決了運(yùn)營(yíng)商與大客戶在傳統(tǒng)的議價(jià)談判過程中存在的價(jià)格試探、信息泄漏等缺點(diǎn),同時(shí)提高了雙方談判的效率。研究結(jié)果表明,第三方代理平臺(tái)能夠?yàn)殡p方帶來(lái)價(jià)格收益,實(shí)現(xiàn)了雙方效用的帕累托最優(yōu)。 論文為電信運(yùn)營(yíng)商業(yè)務(wù)定價(jià)提供了一個(gè)系統(tǒng)思路和系統(tǒng)的定價(jià)機(jī)制,具有一定的應(yīng)用價(jià)值。
[Abstract]:In 2008, the state reorganized the telecom market and formed the market pattern of the whole business operation of China Mobile, China Telecom and China Unicom. With the rapid development of domestic economy and the improvement of residents' income level, the consumption habits of major telecom customers and public groups have changed significantly, but the public customers of various telecom operators, The pricing methods of large customer groups are more and more unable to meet the requirements of the development of the situation. Therefore, it is necessary to study reasonable pricing mechanism based on the characteristics of existing customer groups to meet the needs of different consumer groups and market competition. This paper focuses on two groups of public customers and large customers. In the aspect of public customer group, we use the data mining method to mine the same consumer group at different time points under the fine molecular brand of the operator, and determine the characteristics of the public customer group showing the cluster consumption horizontally. Vertically, the common customer group presents the characteristics of demand transfer with the change of technology and external environment. Secondly, the improved repeated game model is used to find that, under the condition of complete information, Under the condition of incomplete information, the tolerance of both sides to time is the key to the pricing. The research on large customer group shows that the characteristics of large customer purchase are basically unchanged, so the bargaining mechanism based on third party agent is put forward, and the research is carried out from two angles of single attribute and multiple attribute. The negotiation mechanism based on the third party agent solves the disadvantages of the traditional negotiation process, such as price probing and information leakage, and improves the efficiency of the negotiation between the operators and the major customers. The research results show that the third-party agent platform can bring the price revenue to both parties and realize the Pareto optimal utility of both parties. This paper provides a systematic thinking and system pricing mechanism for telecom operator service pricing, which has certain application value.
【學(xué)位授予單位】：南京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F626

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