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论文编号：	3117
作者编号：	2120082283
上传时间：	2011/5/30 13:37:18
中文题目：	天津移动数据业务产品定价策略研究-基于参考价格视角
英文题目：	Tianjin Mobile Data Service Product Pricing Strategy Research-Based on Reference Price Perspective
指导老师：	李建标
中文关键字：	天津移动公司；数据业务；参考价格；感知价值；定价策略
英文关键字：	Tianjin Mobile Company；Data Business；Reference Price；Perceptive Value；Pricing Strategy
中文摘要：	随着3G网络运营的发展，数据增值业务已成为移动通信运营商抢占市场份额和提高收入的新增长点。天津移动现有的数据业务定价是基于GPRS流量的自主定价，这种单一化的价格模式不仅忽视消费者的价值感知，而且也无法满足消费者的个性化与分众化要求。因此，天津移动公司要想利润最大化，就必须寻求有效的产品定价策略。本文从消费者参考价格的视角入手，研究天津移动公司结合消费者的价值感知和购买行为特征，对数据业务差异化定价的策略。 论文首先梳理了相关的研究文献和理论基础，总结了学者们在消费者参考价格的价格感知、定价策略等方面的研究成果。其次，分析了数据业务的产品特征和天津移动数据业务资费现状及其定价存在的问题，在此基础上提出了天津移动数据业务产品的运营管理思路。第三，判断了天津移动数据业务的产品生命周期，分析了天津移动数据业务参考价格的构成及评价行为，并将生命周期和参考价格结合起来考察不同生命周期阶段的参考价格。第四，以参考价格和产品的生命周期为依据，具体研究了天津移动数据业务的产品定价策略。 论文在分析天津移动数据业务产品特征时，发现产品引入期消费者是冲动型购买行为，主要受到如ARP等外部参考价格的影响；在产品成长期消费者的忠诚度开始分化，忠诚度较高的消费者将其购买的品牌价格认定为参考价格，忠诚度较低的消费者将市场全部竞争品牌价格认定为参考价格，且明显存在损失厌恶；在产品成熟期消费者大多是计划型购买行为，内外部参考价格同时影响消费者的购买行为。 论文在具体分析天津移动数据业务产品定价策略时，强调了“市场价格小于或等于参考价格”的定价策略原则，以及消费者损失厌恶的行为特征。分析了消费者参考价格在产品生命周期内不同阶段的特点，提出了天津移动公司数据业务定价与产品生命周期不同阶段及其参考价格相互匹配的具体策略。
英文摘要：	Along with the development of 3G network operation, data value-added service has become mobile operators preemption market share and raise the income of the new growth point. Tianjin mobile existing data business pricing is based on GPRS flow of independent pricing, the simplification of price model not only ignored consumer perception, but also not worth of individualized and points to satisfy customers all requirements. Therefore, tianjin mobile company wants to profit maximization, he must seek effective product pricing strategy. This article from the consumer's perspective, the reference price of tianjin mobile company combining research value of consumer perception and purchasing behavior characteristics of data service differentiation pricing strategies. It firstly analyzes the related researches and theoretical basis, summarizes the scholars in consumer reference price of price perception, pricing strategy research achievements. Secondly, analyzes the characteristics and data services products in tianjin mobile data service charges status and pricing, the existing problems of the proposed in this foundation the tianjin mobile data service product operation management ideas. Third, judge tianjin mobile data services, analyzes the product life cycle of tianjin mobile data service reference price structure and evaluation behavior, and will life cycle and reference price combined lifecycle stages spectrums of the different reference price. Fourth, with the reference price and product life cycle as the basis, specific research tianjin mobile data service product pricing strategy. Based on analyzing the tianjin mobile data service product characteristics, it was found that the product introduction period consumer is buying behavior, reflective mainly affected by external reference price such as ARP influences; In product growth of consumer loyalty began differentiation, loyalty higher consumers will buy that brand price of the reference price, loyalty for the consumers will market with low price competition brands that all for reference price, and obvious loss aversion; In mature consumer products mostly planned purchasing behavior, internal and external reference price also affect consumers' purchasing behavior. Based on detailed analysis tianjin mobile data service product pricing strategy, emphasized "market price is less than or equal to reference price" pricing strategy principle, and consumer loss aversion behavior. Analyzes the reference price in consumer product life cycle, this paper puts forward the characteristics of different stages of the tianjin mobile company data service pricing and product life cycle different stages and the reference price match each other the specific strategies.
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