上海电信之“我的E家”品牌资费模型研究

上海交通大学硕士学位论文上海电信之“我的E家”品牌资费模型研究姓名：司艺申请学位级别：硕士专业：工商管理指导教师：黄丹20080113MBAE4EIPEEEMBAE5THERESEARCHOFSHANGHAITELECOMONONE-HOMEBRANDPACK-FEESMODELDESIGNABSTRACTAsthefiercecompetitionintelecommunication,thetraditionaltelecommunicationcarriersufferedfromthenewtechnologyandtheexpressionofservicereforming.Thereplacement,whichmobilevoice-serviceisinsteadofthefixedvoice-service,enforcedthefixed-networkcarriertosearchforthenewservicegrowthpoint.Inordertoavoidingthelossofthepricingdecline,ShanghaiTelecomissuedthebrandof“ONE-HOME”inthedirectofChinaTelecom.TheONE-HOMEfocusedonthefamilyuserandprovidethesmoothlycommunicationservicetothefamilymembers.Thebrandcombinesthedifferentserviceintopack-feessuchas:fixed-voiceservice,broadaccessintoInternet,PHSetc.Itsegmentedthecustomer’srequirementandprovidedtherelevantpack-fees.Astheresult,servicecombinationandpack-feesbecomethecriticalfactors.Thethesistriedtodesigntheservicecombinationandfixedthepricedifferentlybasedontheanalysisoftelecommunicationservicepricingmodelandsegmentingthecustomer’srequirement.Itshouldsatisfythecustomer’srequirementandimprovethecarrier’sincome.Inaddition,thethesisstudiedonthebrandacknowledge,customerrelationshipmanagement,customerserviceandprovidingthereferenceMBAE6fortheONE-HOMEdevelopment.Thethesiscouldalsobethereferencetothebrandpack-feesandprice-fixing.KEYWORDS:brandpack-fees,pricingmodel,strategyMBAE2MBAE3MBAE1IPIPARPUEARPUEEEE6E8EARPUEE+EE82-C1E82-CEARPUMBAE21EEEEMBAE311.1E1.1.1(1)2007630250200750,2008370(2)IPIPIP(3)MBAE41.1.2(1)IP200648.82%20032.9220024.32200618.5%24.6%47.3%7.9%20052.830.842.620.9920032005341.40.7%VOIP10(2)(3)WTO2004MBAE550%ISP50%90%85%1.1.3(1)1998(2)100%90%0583.8%ICPSPSP(3)1)152)3)2494)MBAE61.1.4(1)IP(2)20042860.4%9.12%6.27%9.27%5.07%2006200466%(3)MBAE71.1.5(1),,,,,,(discriminatorypricing)::,:MBAE8:,,:(2),,,,,,,,,(3),,:,,EEMBAE91.2ARPU1.2.1,,,,,(1)622MBAE10411MBAE11()++ARPU333MBAE12(2)42-34MBAE13E4444435MBAE14E1.2.2ARPU(1)MBAE15ARPUCABLEMODEM1001000(2)IC70%60%50%(3)+MBAE16E1.2.3(1)(2)(3)EMBAE17ARPU,(purebundling)(mixedbundling)Schmalensee[1]McAfee,McMillanWhinston[5]pbpbpi=pb-cj(i,j=1,2)pbp1+p2R:R(q1,0)+R(0,q2)R(q1,q2)MBAE1812x12;Yx2AB,,AB,,,1:AB221ABA()B()200300100250,,,,:2(100+250)=700;AB,:2350=7001,2:AB332ABA()B()200250100300,,,,:2(100+250)=700AB,:2400=8002,100,12,1,;2,A,BMBAE19;B,A,,AB,,,:Q=-Kp+N,Q,K,P,NAQ11=-K11P+N11;BQ12=-K12P+N12;A:Q21=-K21P+N21;B:Q22=-K22P+N22;AP11;BP12;AP21;BP22;P11P12P21P22,P11P12P21P22,:2QP,V=P/(P1+P2)100%,P|P11-P12||P21-P22|(P11-P12)(P21-P22)0,,33,,,3,,3,3,3,,MBAE20ARPU,,,,,,,ARPU:;,2,100,100,,,,A100(),B50,,50,,50,,(),,,MBAE212E2.1EONE-HOMEEE-EEE8E6E8E6EE100002.2EE07EE8E69508%20%E2.2.1ARPU1MMBAE222.2.2(1)EE(2)E66e8-14E3-5MBAE23E8E66,(12EEE6E8EE6[2][6]6EE6,E8EE611808EEE811808MBAE24E64[3][6]:4E666769656667696561136568636e611e400QBOX1011180811808E85[4][6]5E8188198168178188198168178ADSL1MADSL2MADSL1MADSL2MADSL/FTTB+LAN20302030386888e8e400ADSLFTTB+LANAP24011180881011808MBAE252.3E20071-3EEE2.3.1EEE(1)E071-3E688944615[5][6]E81079616E6E66631617E655E46E81986203E858E9EARPUE674E81853817558098577110796350811800100002000030000400005000060000700002007.012007.022007.03e8e6e684%e816%7EE6E8310E[6][6]MBAE268E69E8EEE6E6++E672.47//55.9816.496[7][6]6E66EABC121219857.5%1184.6%1580.3%1687.9%6.7%1286.5%0.2%18813.4%3.0%6655%7625%9616%561%3%//27.190.670.0428.0855.981//4.310.180.013.347.842//11.590.080.0114.4226.103//2.860.050.013.506.414//4.040.170.014.078.295//2.080.070.011.593.746//1.870.100.000.802.778//0.440.010.000.370.83//0.790.040.0015.6616.491//14.7114.712//0.790.040.000.961.78//27.980.710.0443.7472.471031.02501.3169.84242.86+MBAE273532414.71ABCE10000E8E6E8++ADSLLAN+ADSLLANE876.67ADSL80LAN134.29ADSL137.62LAN3431228.67[8][6]7E8ADSLLAN+ADSLLAN//27.190.670.0442.1645.7028.081//4.310.180.017.687.323.342//11.590.080.0113.6111.9514.423//2.860.050.013.835.893.504//4.040.170.017.3312.674.075//2.080.070.013.883.191.596//1.870.100.004.343.120.808//0.440.010.001.481.570.37//0.790.040.001.481.280.9628.581//28.582//0.790.040.001.481.280.96//27.980.710.0443.6446.984.3029.0428.5876.6780.001031.02501.3169.84178.5647.36242.86+ADSLLANMBAE28EE6ARPU74722.766(43.74)E661E8ARPU1857758.4E8E8E6E(2)EEE3E7703411171.45%6%E6E83E690%E810%E6073E66646%769644%ARPUE6[9][6]8E6ARPUABCe634302010PHS8.5618.723656868E661.28A6666e6MBAE29E666769666E676962326E6E8E8E89EEE1400//1M1300//512K1400//1M1500//2M1560//512K1680//1M1800//2M121500//1M699//512K899//1M123ADSL9047912E8E2036E8EEEMBAE302.3.2E071-35EEEEE(1)eEEE10E[9][6]10EE10EEE6E8ARPU10%ARPUMBAE31EEE[10][6]11EEEE8E12%E630-50E880-160ARPU35%ARPU17%Ee8ARPU40-6041.9%ARPU200-22019.5%EEE(2)E12E[11][6]36513650EEMBAE32EEEE12E(3)E1/3-2/3E13[12][6]MBAE3313EEE3%-20%EEEE(1)EARPUARPUE6E84%E8E88%(2)eE56(3)EEee40%(4)E(5)(6)EVIPMBAE3433.1E(1)20%(2)EARPU200622%E11%EARPU3.214(1)14[13][6]MBAE35••••••••••100-200•2,000-3,000•8,000-1.2/••••••••••••••••300-500•5,000-10,000•1.2-2/•500•15,000•2/•––15(2)[14][6]CRMARPU10MBAE3610E300-5005,000-10,0001.2-2/E8e7/888ARPU11[15][6]11ARPUEV11/3,•V1–ARPU:211–1/3,–•V2–ARPU:708–:60%130/–60%•V