上海电信之“我的E家”品牌资费模型研究

发布时间：2018-10-19 13:34

【摘要】：随着我国电信行业的竞争不断加剧,新兴技术对传统业务猛烈冲击,固网运营商面临着业务转型的巨大压力。移动语音和IP技术对固定语音业务的替代,迫使固网运营商思考如何对传统业务“保存激增”并寻找新的业务增长点。为了避免传统话费价格战对企业造成的巨大损失,上海电信在中国电信集团的统一部署下,推出了“我的E家”转型战略品牌进行。以快乐、轻松、时尚、亲情为理念,满足现代家庭注重健康及融洽家庭气氛的情感要求,使家庭成员实现良好沟通。该品牌将固话语音、宽带、增值业务及小灵通等业务打包成不同的套餐形式,针对不同客户群的需求,推出不同的资费套餐。因此产品组合设计和相应套餐资费的确定,将成为该品牌是否能成功的关键。本文基于上述需求的背景下,着眼于“我的E家”战略品牌的推进,力图通过对电信业务资费定价模型的探索性研究,在细分客户需求的基础上,进行产品组合设计,差别化定价,以达到较好地满足用户需求,同时提升运营商收入的目的。此外,还针对品牌认可度,客户关系管理,品牌用户服务等方面进行探讨,为“我的E家”品牌推进提供有力支撑。通过上述研究,力求得出有代表性的结论,对今后固网运营商的品牌资费套餐设计与定价提供参考。
[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.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F626

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