Tariff products design and pricing for domestic telecommunication service innovation

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Science Research Management ›› 2011, Vol. 32 ›› Issue (12) : 26-32.

Wang Rong¹, Tang Xiaowo², Wang Jian³

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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.

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telecommunication service innovation / tariff product design and pricing / consumer strategy

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Wang Rong, Tang Xiaowo, Wang Jian. Tariff products design and pricing for domestic telecommunication service innovation[J]. Science Research Management. 2011, 32(12): 26-32

References

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