定制电信产品模块化设计及其动态定价研究

发布时间：2018-08-08 22:07

【摘要】：长期困扰电信企业经营管理的一个基本问题是增量不增收的规模与效率矛盾。大规模定制生产模式与动态定价有机结合为解决这一矛盾在理论和实践两方面创新了思路和方法。定制电信产品模块化设计基于客户导向的设计理念,通过构建可以响应不同客户需求易于变型的模块化产品族GBOM结构,依据属性赋值和配置规则,能够灵活高效地匹配和组合满足客户需要产品。将收益管理思想应用于大规模定制生产模式,实行动态定价,一方面促进了电信企业合理生产和定价,提高了企业利润；另一方面,满足了电信客户对电信产品的个性化需求,提高了客户满意度。本文就是从模块化设计和动态定价两个角度来研究定制电信产品,既解决了电信企业大规模定制的生产效率问题和提高企业利润的合理定价问题,又解决了电信客户电信需求个性化和差异化问题,最终实现了企业利益和客户利益的双赢。本文首先对电信服务产品理论、电信产品设计理论、电信产品定价理论的相关研究文献进行了系统性总结与综述,指出定制电信产品的模块化设计是电信企业满足消费者个性化定制需求,以定制经济的高效率、高收益生产和提供定制电信产品和服务路径,然后从经济学角度和管理学角度两个方面阐述电信产品定制化产生机制；以满足客户需求为指引,以相关产品族为基础,以模块化为核心构建电信产品定制化实现理论框架模型;从客户关系管理、产品族模块化、组织柔性管理、电信产品模块划分、电信产品模块配置等方面论述定制电信产品模块化设计的关键技术。其次,从适用性和必要性两个角度分析定制电信产品模块化设计机理。阐述了适合定制电信模块化结构类型,分析了电信服务产品构件层次划分,通过功能模块和物理模块分析了定制电信产品结构映射关系。论述基于模块化的定制电信产品设计框架、原则、方法和流程。分析模块粒度对定制电信产品模块化设计影响。依据构建定制产品配置方法原则,建立了基于产品族结构GBOM的产品配置模型,并给出了基本模块、必选模块和可选模块三种配置模块以及模型中配置模块构成、模块及其属性间约束关系。在配置过程中,给出了配置规则和模块配置变量,并结合实例描述了客户细分电信产品需求特征阐述了定制电信产品配置与生成过程。然后,对定制电信产品价格特征以及价格决策方法体系进行分析,并对影响电信业务定价决策的成本、市场、用户、政府等因素进行了实证研究。指出用户需求是影响大规模定制条件下电信运营商定价关键因素,电信运营商必须从用户需求角度去对定制电信产品进行动态定价。接着,探索了基于网络模块流量分配和价格歧视电信网络模块产品动态定价问题,考虑容量分配与价格歧视的定制电信产品动态定价问题,并构建了动态定价模型。根据电信网络模块运营商具体决策条件,选取量子模拟退火算法进行求解。通过实例验证了该动态定价模型可行性与有效性。并从标准化、差异化、组合化三个角度提出了满足用户需求的定制电信产品定价策略。这为今后定制电信产品动态定价决策提供了很好理论基础和指导意义。最后,以实例介绍了定制电信产品模块化的系统应用。描述了客户需求调查表的建立,叙述了定制电信产品的功能分解模型、结构层次模型和配置模型,阐述了实例库对于定制电信产品模块化设计的重要性及其设计原理。最后,介绍了目前正在电信运营商开发设计的产品销售品管理系统,并应用本系统验证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.
【学位授予单位】：湖南大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F626

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