定制電信產(chǎn)品模塊化設計及其動態(tài)定價研究
發(fā)布時間：2018-08-08 22:07
【摘要】：長期困擾電信企業(yè)經(jīng)營管理的一個基本問題是增量不增收的規(guī)模與效率矛盾。大規(guī)模定制生產(chǎn)模式與動態(tài)定價有機結合為解決這一矛盾在理論和實踐兩方面創(chuàng)新了思路和方法。定制電信產(chǎn)品模塊化設計基于客戶導向的設計理念,通過構建可以響應不同客戶需求易于變型的模塊化產(chǎn)品族GBOM結構,依據(jù)屬性賦值和配置規(guī)則,能夠靈活高效地匹配和組合滿足客戶需要產(chǎn)品。將收益管理思想應用于大規(guī)模定制生產(chǎn)模式,實行動態(tài)定價,一方面促進了電信企業(yè)合理生產(chǎn)和定價,提高了企業(yè)利潤；另一方面,滿足了電信客戶對電信產(chǎn)品的個性化需求,提高了客戶滿意度。本文就是從模塊化設計和動態(tài)定價兩個角度來研究定制電信產(chǎn)品,既解決了電信企業(yè)大規(guī)模定制的生產(chǎn)效率問題和提高企業(yè)利潤的合理定價問題,又解決了電信客戶電信需求個性化和差異化問題,最終實現(xiàn)了企業(yè)利益和客戶利益的雙贏。 本文首先對電信服務產(chǎn)品理論、電信產(chǎn)品設計理論、電信產(chǎn)品定價理論的相關研究文獻進行了系統(tǒng)性總結與綜述,指出定制電信產(chǎn)品的模塊化設計是電信企業(yè)滿足消費者個性化定制需求,以定制經(jīng)濟的高效率、高收益生產(chǎn)和提供定制電信產(chǎn)品和服務路徑,然后從經(jīng)濟學角度和管理學角度兩個方面闡述電信產(chǎn)品定制化產(chǎn)生機制；以滿足客戶需求為指引,以相關產(chǎn)品族為基礎,以模塊化為核心構建電信產(chǎn)品定制化實現(xiàn)理論框架模型;從客戶關系管理、產(chǎn)品族模塊化、組織柔性管理、電信產(chǎn)品模塊劃分、電信產(chǎn)品模塊配置等方面論述定制電信產(chǎn)品模塊化設計的關鍵技術。 其次,從適用性和必要性兩個角度分析定制電信產(chǎn)品模塊化設計機理。闡述了適合定制電信模塊化結構類型,分析了電信服務產(chǎn)品構件層次劃分,通過功能模塊和物理模塊分析了定制電信產(chǎn)品結構映射關系。論述基于模塊化的定制電信產(chǎn)品設計框架、原則、方法和流程。分析模塊粒度對定制電信產(chǎn)品模塊化設計影響。依據(jù)構建定制產(chǎn)品配置方法原則,建立了基于產(chǎn)品族結構GBOM的產(chǎn)品配置模型,并給出了基本模塊、必選模塊和可選模塊三種配置模塊以及模型中配置模塊構成、模塊及其屬性間約束關系。在配置過程中,給出了配置規(guī)則和模塊配置變量,并結合實例描述了客戶細分電信產(chǎn)品需求特征闡述了定制電信產(chǎn)品配置與生成過程。 然后,對定制電信產(chǎn)品價格特征以及價格決策方法體系進行分析,并對影響電信業(yè)務定價決策的成本、市場、用戶、政府等因素進行了實證研究。指出用戶需求是影響大規(guī)模定制條件下電信運營商定價關鍵因素,電信運營商必須從用戶需求角度去對定制電信產(chǎn)品進行動態(tài)定價。接著,探索了基于網(wǎng)絡模塊流量分配和價格歧視電信網(wǎng)絡模塊產(chǎn)品動態(tài)定價問題,考慮容量分配與價格歧視的定制電信產(chǎn)品動態(tài)定價問題,并構建了動態(tài)定價模型。根據(jù)電信網(wǎng)絡模塊運營商具體決策條件,選取量子模擬退火算法進行求解。通過實例驗證了該動態(tài)定價模型可行性與有效性。并從標準化、差異化、組合化三個角度提出了滿足用戶需求的定制電信產(chǎn)品定價策略。這為今后定制電信產(chǎn)品動態(tài)定價決策提供了很好理論基礎和指導意義。 最后,以實例介紹了定制電信產(chǎn)品模塊化的系統(tǒng)應用。描述了客戶需求調(diào)查表的建立,敘述了定制電信產(chǎn)品的功能分解模型、結構層次模型和配置模型,闡述了實例庫對于定制電信產(chǎn)品模塊化設計的重要性及其設計原理。最后,介紹了目前正在電信運營商開發(fā)設計的產(chǎn)品銷售品管理系統(tǒng),并應用本系統(tǒng)驗證了本文提出配置方法的可行性。
[Abstract]:A basic problem that perplexes the management of telecom enterprises for a long time is the contradiction between the scale and efficiency of the incremental non increase. The organic combination of mass customization production mode and dynamic pricing has innovated the ideas and methods to solve the contradiction between the two aspects of theory and practice. The modular design of customized Telecom products is based on the customer oriented design concept. After building a modular product family GBOM structure that can be easily altered in response to different customer needs, according to the attribute assignment and configuration rules, it can match and combine the customer's needs flexibly and efficiently. The revenue management idea is applied to mass customization production model and dynamic pricing is implemented. On the one hand, it promotes the reasonable production of telecom enterprises. On the other hand, it meets the personalized demand of telecom customers to telecom products and improves customer satisfaction on the other hand. This paper is to study customized telecom products from two angles of modular design and dynamic pricing, which not only solves the problem of production efficiency of the mass customization of telecom enterprises and improves the profit of the enterprise. The problem of pricing solves the problem of individuation and differentiation of telecom customer's Telecom demand, and finally realizes the win-win of enterprise's benefit and customer's benefit.
This paper first systematically summarizes and summarizes the related literature of telecom service product theory, telecom product design theory and telecom product pricing theory, and points out that the modular design of customized telecom products is the requirement for the telecom enterprises to meet the customizing customization requirements of consumers, with the high efficiency of customizing the economy, the high yield production and the provision of custom electricity. The product and service path, and then from the economic and management perspective two aspects of the telecommunications product customization production mechanism; to meet customer needs as the guidance, based on the related product family and modularized as the core to build a theoretical framework for telecommunication product customization; from customer relationship management, product family module, group The key technologies of modular design for customized telecom products are discussed in the aspects of flexible management, modular division of telecom products and modular configuration of telecom products.
Secondly, the modular design mechanism of customized telecom products is analyzed from two aspects of applicability and necessity. The structure type suitable for customized telecommunication module is expounded. The hierarchical division of telecommunication service product components is analyzed. The mapping relation of custom telecom products is analyzed through functional modules and physical modules. The modular based custom telecommunication is discussed. The product design framework, principle, method and process. Analyze the impact of module granularity on modular design of customized telecom products. Based on the principle of building custom product configuration method, a product configuration model based on product family structure GBOM is established, and the basic module, the required module and the optional module three configuration modules and the configuration module in the model are given. In the process of configuration, the configuration rules and module configuration variables are given, and the requirement features of customer subdivision of telecom products are described with examples. The process of configuration and generation of customized telecom products is described.
Then, we analyze the price characteristics of customized telecom products and the system of price decision method, and make an empirical study on the cost, market, user, government and other factors that affect the pricing decision of telecom service. It is pointed out that the user needs are the key factors of the pricing of telecom operators under the condition of mass customization, and the telecom operators must be from the user needs. The dynamic pricing of telecom products based on network module flow distribution and price discrimination is explored. The dynamic pricing problem of customized telecom products with capacity allocation and price discrimination is considered, and a dynamic pricing model is built. The decision conditions are solved by quantum simulated annealing algorithm. The feasibility and effectiveness of the dynamic pricing model are verified by an example, and the customized telecom product pricing strategy is proposed from three angles of standardization, differentiation and combination. This provides a good theory for the dynamic pricing decision of customized electronic letter products in the future. Basic and guiding significance.
Finally, the application of customized telecom product modularization is introduced with an example. The establishment of customer demand questionnaire is described. The function decomposition model of custom telecom products, structure hierarchy model and configuration model are described. The importance and design principle of case base for modular design of customized telecom products are expounded. Finally, the objective is introduced. The product sales management system which is being developed and designed by telecom operators is applied to verify the feasibility of the configuration method proposed in this paper.
【學位授予單位】：湖南大學
【學位級別】：博士
【學位授予年份】：2013
【分類號】：F626
本文編號：2173196
[Abstract]:A basic problem that perplexes the management of telecom enterprises for a long time is the contradiction between the scale and efficiency of the incremental non increase. The organic combination of mass customization production mode and dynamic pricing has innovated the ideas and methods to solve the contradiction between the two aspects of theory and practice. The modular design of customized Telecom products is based on the customer oriented design concept. After building a modular product family GBOM structure that can be easily altered in response to different customer needs, according to the attribute assignment and configuration rules, it can match and combine the customer's needs flexibly and efficiently. The revenue management idea is applied to mass customization production model and dynamic pricing is implemented. On the one hand, it promotes the reasonable production of telecom enterprises. On the other hand, it meets the personalized demand of telecom customers to telecom products and improves customer satisfaction on the other hand. This paper is to study customized telecom products from two angles of modular design and dynamic pricing, which not only solves the problem of production efficiency of the mass customization of telecom enterprises and improves the profit of the enterprise. The problem of pricing solves the problem of individuation and differentiation of telecom customer's Telecom demand, and finally realizes the win-win of enterprise's benefit and customer's benefit.
This paper first systematically summarizes and summarizes the related literature of telecom service product theory, telecom product design theory and telecom product pricing theory, and points out that the modular design of customized telecom products is the requirement for the telecom enterprises to meet the customizing customization requirements of consumers, with the high efficiency of customizing the economy, the high yield production and the provision of custom electricity. The product and service path, and then from the economic and management perspective two aspects of the telecommunications product customization production mechanism; to meet customer needs as the guidance, based on the related product family and modularized as the core to build a theoretical framework for telecommunication product customization; from customer relationship management, product family module, group The key technologies of modular design for customized telecom products are discussed in the aspects of flexible management, modular division of telecom products and modular configuration of telecom products.
Secondly, the modular design mechanism of customized telecom products is analyzed from two aspects of applicability and necessity. The structure type suitable for customized telecommunication module is expounded. The hierarchical division of telecommunication service product components is analyzed. The mapping relation of custom telecom products is analyzed through functional modules and physical modules. The modular based custom telecommunication is discussed. The product design framework, principle, method and process. Analyze the impact of module granularity on modular design of customized telecom products. Based on the principle of building custom product configuration method, a product configuration model based on product family structure GBOM is established, and the basic module, the required module and the optional module three configuration modules and the configuration module in the model are given. In the process of configuration, the configuration rules and module configuration variables are given, and the requirement features of customer subdivision of telecom products are described with examples. The process of configuration and generation of customized telecom products is described.
Then, we analyze the price characteristics of customized telecom products and the system of price decision method, and make an empirical study on the cost, market, user, government and other factors that affect the pricing decision of telecom service. It is pointed out that the user needs are the key factors of the pricing of telecom operators under the condition of mass customization, and the telecom operators must be from the user needs. The dynamic pricing of telecom products based on network module flow distribution and price discrimination is explored. The dynamic pricing problem of customized telecom products with capacity allocation and price discrimination is considered, and a dynamic pricing model is built. The decision conditions are solved by quantum simulated annealing algorithm. The feasibility and effectiveness of the dynamic pricing model are verified by an example, and the customized telecom product pricing strategy is proposed from three angles of standardization, differentiation and combination. This provides a good theory for the dynamic pricing decision of customized electronic letter products in the future. Basic and guiding significance.
Finally, the application of customized telecom product modularization is introduced with an example. The establishment of customer demand questionnaire is described. The function decomposition model of custom telecom products, structure hierarchy model and configuration model are described. The importance and design principle of case base for modular design of customized telecom products are expounded. Finally, the objective is introduced. The product sales management system which is being developed and designed by telecom operators is applied to verify the feasibility of the configuration method proposed in this paper.
【學位授予單位】：湖南大學
【學位級別】：博士
【學位授予年份】：2013
【分類號】：F626
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