移动终端定制策略的关键问题研究

发布时间：2018-05-03 05:16

本文选题：定制终端 + 关键问题终端定制问题组合定价问题　；参考：《北京邮电大学》2013年博士论文

【摘要】：移动通信终端是承载电信运营商语音、数据业务的手持设备,对于业务功能实现、用户感知有着决定性作用。随着国内移动通信市场饱和度进一步增加、技术制式格局的不断演进、移动互联网的蓬勃发展,移动终端定制化的趋势也愈加明显。运营商通过大规模定制移动终端,可以向用户开展丰富多彩的特色服务,提供更好业务体验,实现对用户的有效捆绑,把握产业链主导地位。如何打好定制终端这张牌,在产业链上游做好终端定制,利用终端与业务捆绑组合定价策略加快运营商3G业务发展,在下游控制终端零售渠道,使其行为符合电信运营商的整体利益,已经成为电信运营商越来越重视的一项重要课题。本文根据大量文献梳理总结了国内移动终端自1987年至今五个阶段的发展趋势,着重总结了三家运营商定制终端出台背景、发展策略,并从定制终端智能化、终端定制平台化、定制模式差异化、用户需求多元化四个角度阐述了定制终端未来发展趋势,指出了基于定制终端的运营商竞争将是今后电信业内竞争的一个非常重要的方面。本文在总结国内运营商有关定制终端策略的基础上,提出了移动终端定制策略的三个关键问题：终端定制问题、终端组合定价问题及终端销售渠道问题。在通过消费者购买定制终端的问卷调查得出包括终端定制、组合定价、销售渠道是影响用户购买终端产品的主要影响因子的基础上,选择了某运营商A的22款终端产品性能、组合价格、渠道销售、广告宣传等数据并通过相关性模型进行分析,得出定制终端性能与组合定价、渠道代理与营销能力、宣传推广等影响因子的相关性为80.4%,属于强相关关系,进而论证了这三个主要问题是影响消费者购买的主要因素。本文针对移动终端定制问题进行了深入研究,在总结包括终端屏幕、芯片、操作系统、中间件等在内的终端硬软件现状基础上,提出了移动终端软硬件未来发展趋势,对某运营商A未来三个阶段提出终端定制建议：3G运营阶段以初级定制为主、依靠定制明星终端拉动业务发展；3G+LTE混合运营阶段以深度定制为主、通过加强产业链掌控提高定制终端质量及效益；移动互联网运营阶段以自主研发为主,以开发合作模式拉动业务发展,最后提出了定制终端硬软件定制配置建议。本文针对定制终端组合定价问题进行了深入分析,着重研究了运营商之间基于定制终端组合定价的竞争,研究基于定制终端和业务捆绑的运营商双寡头垄断市场,在此市场环境下,两家运营商均销售两种完全互补的产品,采取以下三种销售策略之一：个别定价、单纯组合定价和混合组合定价。通过构建Stackelberg模型分析发现,混合组合定价提供消费者多种选择,是消费者最为满意的定价方式,但此定价方式将引发运营商之间激烈的价格竞争,造成运营商利润下降。在运营商追求高利润情况下,均衡状态为二家运营商均采取竞争不激烈的个别定价策略。考虑组合定价策略对社会福利的影响,若社会福利的衡量以消费者剩余占较高权重,则当领导运营商与追随运营商均采取混合组合定价策略时,将产生最高的福利水平；反之,若相对重视运营商的利润权重,则将以领导运营商与追随运营商均采取个别定价策略时,会产生最高的福利水平。本文针对定制终端零售渠道问题进行了深入研究。通过分析终端零售业态现状,剖析了终端零售渠道商合作利益点,提出了基于层次分析法和模糊决策法的终端渠道谈判力模型及指标框架,结合某运营商A实际情况计算了谈判力模型结果,并给出了关于渠道获利和服务支撑的提升建议,可以为运营商发展终端零售渠道提供借鉴和参考。
[Abstract]:The mobile communication terminal is a handheld device carrying voice and data service of a telecommunication operator , and has a decisive effect on the realization of the service function . With the further increase of the domestic mobile communication market saturation , the evolution of the technical scheme pattern and the development of mobile Internet , the trend of customization of the mobile terminal is more obvious .

Based on a great deal of literature , this paper summarizes the development trend of mobile terminal in China from 1987 to present , emphatically summarizes the background and development strategy of the three operators ' customizing terminal , expounds the future development trend of the customized terminal from four angles of customization terminal intelligence , terminal customization platform , customized mode differentiation and user demand diversification , and points out that the operator competition based on the customized terminal will be a very important aspect of the competition in the future telecom industry .

On the basis of summarizing domestic operator ' s strategy of customizing terminal , this paper puts forward three key problems : terminal customization problem , terminal combination pricing problem and terminal sales channel problem .

On the basis of summarizing the present situation of terminal hard ware including terminal screen , chip , operating system , middleware and so on , this paper puts forward the future development trend of mobile terminal hardware and software , and puts forward the suggestion of terminal customization in the next three stages of a carrier A : the 3G operation stage is based on the primary customization , which depends on the customization star terminal to pull the business development ;
The 3G + LTE hybrid operation stage is mainly customized by depth , and the quality and benefit of the customized terminal are improved by strengthening the control of the industrial chain ;
The mobile internet operation stage is mainly researched and developed in order to develop cooperation mode to pull the business development , and finally , a customized configuration suggestion of the hard software of the customized terminal is proposed .

This paper makes an in - depth analysis on the combination pricing problem of customized terminal , and focuses on the competition between operators based on customized terminal combination pricing . In this market environment , the two operators sell two completely complementary products . In this market environment , the two operators sell two completely complementary products .
On the other hand , if the operator ' s profit weight is paid more attention to , the highest welfare level will be generated when the leading operator and the following operator adopt the individual pricing strategy .

Based on the analysis of the status quo of the retail market in the terminal , the paper analyzes the status quo of the retail channel of the terminal , and puts forward the terminal channel negotiation force model and the index framework based on the analytic hierarchy process and the fuzzy decision method . The results of the negotiation force model are calculated based on the actual situation of the operator A , and suggestions on the channel profit and service support are given , which can be used for reference and reference for the retail channel of the operator ' s development terminal .

【学位授予单位】：北京邮电大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F626;F274

【参考文献】