本文選題：定制終端 + 關(guān)鍵問題終端定制問題組合定價問題��； 參考：《北京郵電大學》2013年博士論文

【摘要】：移動通信終端是承載電信運營商語音、數(shù)據(jù)業(yè)務的手持設備,對于業(yè)務功能實現(xiàn)、用戶感知有著決定性作用。隨著國內(nèi)移動通信市場飽和度進一步增加、技術(shù)制式格局的不斷演進、移動互聯(lián)網(wǎng)的蓬勃發(fā)展,移動終端定制化的趨勢也愈加明顯。運營商通過大規(guī)模定制移動終端,可以向用戶開展豐富多彩的特色服務,提供更好業(yè)務體驗,實現(xiàn)對用戶的有效捆綁,把握產(chǎn)業(yè)鏈主導地位。如何打好定制終端這張牌,在產(chǎn)業(yè)鏈上游做好終端定制,利用終端與業(yè)務捆綁組合定價策略加快運營商3G業(yè)務發(fā)展,在下游控制終端零售渠道,使其行為符合電信運營商的整體利益,已經(jīng)成為電信運營商越來越重視的一項重要課題。 本文根據(jù)大量文獻梳理總結(jié)了國內(nèi)移動終端自1987年至今五個階段的發(fā)展趨勢,著重總結(jié)了三家運營商定制終端出臺背景、發(fā)展策略,并從定制終端智能化、終端定制平臺化、定制模式差異化、用戶需求多元化四個角度闡述了定制終端未來發(fā)展趨勢,指出了基于定制終端的運營商競爭將是今后電信業(yè)內(nèi)競爭的一個非常重要的方面。 本文在總結(jié)國內(nèi)運營商有關(guān)定制終端策略的基礎上,提出了移動終端定制策略的三個關(guān)鍵問題：終端定制問題、終端組合定價問題及終端銷售渠道問題。在通過消費者購買定制終端的問卷調(diào)查得出包括終端定制、組合定價、銷售渠道是影響用戶購買終端產(chǎn)品的主要影響因子的基礎上,選擇了某運營商A的22款終端產(chǎn)品性能、組合價格、渠道銷售、廣告宣傳等數(shù)據(jù)并通過相關(guān)性模型進行分析,得出定制終端性能與組合定價、渠道代理與營銷能力、宣傳推廣等影響因子的相關(guān)性為80.4%,屬于強相關(guān)關(guān)系,進而論證了這三個主要問題是影響消費者購買的主要因素。 本文針對移動終端定制問題進行了深入研究,在總結(jié)包括終端屏幕、芯片、操作系統(tǒng)、中間件等在內(nèi)的終端硬軟件現(xiàn)狀基礎上,提出了移動終端軟硬件未來發(fā)展趨勢,對某運營商A未來三個階段提出終端定制建議：3G運營階段以初級定制為主、依靠定制明星終端拉動業(yè)務發(fā)展；3G+LTE混合運營階段以深度定制為主、通過加強產(chǎn)業(yè)鏈掌控提高定制終端質(zhì)量及效益；移動互聯(lián)網(wǎng)運營階段以自主研發(fā)為主,以開發(fā)合作模式拉動業(yè)務發(fā)展,最后提出了定制終端硬軟件定制配置建議。 本文針對定制終端組合定價問題進行了深入分析,著重研究了運營商之間基于定制終端組合定價的競爭,研究基于定制終端和業(yè)務捆綁的運營商雙寡頭壟斷市場,在此市場環(huán)境下,兩家運營商均銷售兩種完全互補的產(chǎn)品,采取以下三種銷售策略之一：個別定價、單純組合定價和混合組合定價。通過構(gòu)建Stackelberg模型分析發(fā)現(xiàn),混合組合定價提供消費者多種選擇,是消費者最為滿意的定價方式,但此定價方式將引發(fā)運營商之間激烈的價格競爭,造成運營商利潤下降。在運營商追求高利潤情況下,均衡狀態(tài)為二家運營商均采取競爭不激烈的個別定價策略。考慮組合定價策略對社會福利的影響,若社會福利的衡量以消費者剩余占較高權(quán)重,則當領(lǐng)導運營商與追隨運營商均采取混合組合定價策略時,將產(chǎn)生最高的福利水平；反之,若相對重視運營商的利潤權(quán)重,則將以領(lǐng)導運營商與追隨運營商均采取個別定價策略時,會產(chǎn)生最高的福利水平。 本文針對定制終端零售渠道問題進行了深入研究。通過分析終端零售業(yè)態(tài)現(xiàn)狀,剖析了終端零售渠道商合作利益點,提出了基于層次分析法和模糊決策法的終端渠道談判力模型及指標框架,結(jié)合某運營商A實際情況計算了談判力模型結(jié)果,并給出了關(guān)于渠道獲利和服務支撐的提升建議,可以為運營商發(fā)展終端零售渠道提供借鑒和參考。
[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 .

【學位授予單位】：北京郵電大學
【學位級別】：博士
【學位授予年份】：2013
【分類號】：F626;F274

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