基于系统动力学的移动数据业务定价模式研究
发布时间：2018-10-31 13:32
【摘要】：急速增长的移动数据流量,对电信运营商来说既是机遇,也是挑战。电信运营商普遍面临网络不堪重负,移动数据业务增量不增收的困境,这是摆在电信运营商面前的一个矛盾,以定价作为控制手段,可以缓解这一局面。从电信行业整体发展的角度来看,定价可以提供一种灵活的管理机制,运营商可以通过提价抑制需求,减轻网络阻塞,并确保向那些获益最多并愿意付费的用户提供业务,定价可以看成是电信运营商与用户进行沟通,激励用户更高效地使用稀缺移动带宽的一种机制,提高业务对于用户的价值,同时也使自身价值最大化；从电信运营商之间的市场竞争角度来看,定价策略是市场竞争策略的重要组成,关系到电信运营商的市场份额占比,收入情况等,定价策略对于竞争各方的意义重大。 本文运用系统动力学理论及建模方法,构建了单一运营商移动数据业务供求模型和双寡头移动数据业务供求竞争模型,创新性的对目前流行的“按实际使用量定价”、“包月套餐式定价”和“包月不限流量式定价”三种定价模式在这两个模型中分别做了仿真和控制分析,通过对关键指标的实证分析和博弈分析,提出了促进电信行业发展和符合各电信运营商利益最大化目标的定价模式和策略,为未来的进一步研究提供参考。 本文研究认为,在按照实际使用量收费的定价模式下,依据网络容量,尽可能的刺激消费需求,可以使得更多的用户更有效的使用移动网络这种稀缺资源,同时也有利于处于市场竞争环境中的电信运营商的收入有一个较快的增长,是一种高效率的模式。另一方面,竞争各方采取激进的以抢夺市场份额为目标的竞争策略,还是采取相对温和的以收入最大化为目标的竞争策略,对于各自市场份额占比的影响不大,但是会对各自收入产生较大影响。所以,电信运营商应该避免以抢夺市场份额为目标的价格战,同时应该在流量经营方面多下功夫,这样更有利于自身及整个电信行业的长远发展。
[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.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626
本文编号：2302373
[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.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626
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