【摘要】：急速增長的移動數(shù)據流量,對電信運營商來說既是機遇,也是挑戰(zhàn)。電信運營商普遍面臨網絡不堪重負,移動數(shù)據業(yè)務增量不增收的困境,這是擺在電信運營商面前的一個矛盾,以定價作為控制手段,可以緩解這一局面。從電信行業(yè)整體發(fā)展的角度來看,定價可以提供一種靈活的管理機制,運營商可以通過提價抑制需求,減輕網絡阻塞,并確保向那些獲益最多并愿意付費的用戶提供業(yè)務,定價可以看成是電信運營商與用戶進行溝通,激勵用戶更高效地使用稀缺移動帶寬的一種機制,提高業(yè)務對于用戶的價值,同時也使自身價值最大化；從電信運營商之間的市場競爭角度來看,定價策略是市場競爭策略的重要組成,關系到電信運營商的市場份額占比,收入情況等,定價策略對于競爭各方的意義重大。 本文運用系統(tǒng)動力學理論及建模方法,構建了單一運營商移動數(shù)據業(yè)務供求模型和雙寡頭移動數(shù)據業(yè)務供求競爭模型,創(chuàng)新性的對目前流行的“按實際使用量定價”、“包月套餐式定價”和“包月不限流量式定價”三種定價模式在這兩個模型中分別做了仿真和控制分析,通過對關鍵指標的實證分析和博弈分析,提出了促進電信行業(yè)發(fā)展和符合各電信運營商利益最大化目標的定價模式和策略,為未來的進一步研究提供參考。 本文研究認為,在按照實際使用量收費的定價模式下,依據網絡容量,盡可能的刺激消費需求,可以使得更多的用戶更有效的使用移動網絡這種稀缺資源,同時也有利于處于市場競爭環(huán)境中的電信運營商的收入有一個較快的增長,是一種高效率的模式。另一方面,競爭各方采取激進的以搶奪市場份額為目標的競爭策略,還是采取相對溫和的以收入最大化為目標的競爭策略,對于各自市場份額占比的影響不大,但是會對各自收入產生較大影響。所以,電信運營商應該避免以搶奪市場份額為目標的價格戰(zhàn),同時應該在流量經營方面多下功夫,這樣更有利于自身及整個電信行業(yè)的長遠發(fā)展。
[Abstract]:The rapid growth of mobile data traffic is both an opportunity and a challenge for telecom operators. Telecom operators generally face the dilemma of network unbearable, mobile data service increment does not increase revenue, which is a contradiction in front of telecom operators, pricing as a means of control, can alleviate this situation. From the perspective of the overall development of the telecommunications industry, pricing can provide a flexible management mechanism in which operators can reduce demand by raising prices, ease network congestion, and ensure that services are available to those who benefit the most and are willing to pay. Pricing can be seen as a mechanism for telecom operators to communicate with users, to encourage users to use scarce mobile bandwidth more efficiently, to improve the value of services to users, and at the same time to maximize their own value. From the point of view of market competition between telecom operators, pricing strategy is an important component of market competition strategy, which is related to the market share of telecom operators, income situation and so on. Using the system dynamics theory and modeling method, this paper constructs a single operator mobile data service supply and demand model and a duopoly mobile data service supply and demand competition model, innovatively to the current popular "according to the actual usage price". The three pricing models of "monthly package pricing" and "monthly unlimited flow pricing" are simulated and controlled respectively in these two models. The empirical analysis and game analysis of the key indicators are carried out. This paper proposes a pricing model and strategy to promote the development of telecom industry and meet the goal of maximizing the benefits of telecom operators, which provides a reference for further research in the future. In this paper, according to the pricing model of actual usage charge, according to the network capacity, as much as possible to stimulate consumer demand, can enable more users to use mobile network as a scarce resource more effectively. At the same time, it is beneficial to the telecom operators in the market competition environment to have a faster growth of revenue, is a high efficiency model. On the other hand, it has little effect on the market share of the competition parties to adopt a radical competition strategy aimed at grabbing market share or a relatively moderate competition strategy aiming at maximizing income. But it will have a big impact on their income. Therefore, telecom operators should avoid the price war aimed at grabbing market share, and should make more efforts in traffic management, which is more conducive to the long-term development of their own and the whole telecommunications industry.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F626

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本文編號：2302373