基于客户群特点的电信运营商定价机理研究

发布时间：2018-07-20 21:59

【摘要】：2008年,国家对电信市场进行了重组,形成了中国移动、中国电信、中国联通三大电信运营商全业务运营的市场格局。随着国内经济的快速发展和居民收入水平的提高,电信大客户、公共群体的消费习惯有了显著的变化,但各电信运营商公共客户、大客户的群体的定价方式越来越不适应形势发展的要求,为此,需要基于现有客户群特点研究合理的定价机制,来满足不同消费群体需求和满足市场竞争需求。论文针对公共客户和大客户两个大类群体展开研究。在公共客户群方面,我们应用数据挖掘方法对运营商细分子品牌下不同时间点同一消费群体进行了挖掘分析,确定了横向上公共客户群呈现出集群化消费的特点,纵向上公共客户群随技术和外在环境的变化,呈现出需求转移的特点;其次,利用改进的重复博弈模型发现,在完全信息条件下,运营商采用一步到位的定价策略更够获取定价优势,而在不完全信息条件下,双方对于时间的耐受度是影响定价的关键。对大客户群体进行的研究发现,大客户购买特点基本不变,因而提出了基于第三方代理的议价机制,并从单属性和多属性两个角度展开了研究,基于第三方代理的议价机制解决了运营商与大客户在传统的议价谈判过程中存在的价格试探、信息泄漏等缺点,同时提高了双方谈判的效率。研究结果表明,第三方代理平台能够为双方带来价格收益,实现了双方效用的帕累托最优。论文为电信运营商业务定价提供了一个系统思路和系统的定价机制,具有一定的应用价值。
[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.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626

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