电信业资费套餐的发展历程,很好地体现了模块化的服务创新产品设计思想的变迁。对消费者需求行为的研究成为电信服务产品设计研究的重点。但国内电信业消费行为研究的缺乏却使得运营商进行产品设计时缺乏这方面的理论指导。本文根据电信业的消费特点,研究了资费产品设计中各因素对消费者行为的影响。研究结果表明:资费中各定价要素对消费者行为的影响不同,在进行电信业服务创新产品设计时必须考虑消费者偏好和多业务之间的相互影响关系。
Abstract
The development course of telecommunication charge packages reflects the changes of products design based on modular service innovation. The research on consumer demand behavior has become the design focal point of telecommunication service product. However, operators lack the theoretical instructions on product design due to the lack of domestic research on consumer demand behavior. Meanwhile, the influence of product design factors on consumer behavior is studied according to the features of telecommunication consumption. The results show that different factors of product pricing have different impacts on consumer behavior. The correlative relation between multi-service and service preference of consumer should be considered.
关键词
电信服务创新 /
资费产品设计与定价 /
消费者战略
Key words
telecommunication service innovation /
tariff product design and pricing /
consumer strategy
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基金
国家自然科学基金重点项目(70932005);教育部科学技术研究重点项目资助(108112);四川省软科学项目(2009ZR0064); 四川省科技支撑计划项目(2010GZ0155)。
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