基于顾客终身价值的电信套餐设计框架模型

电信套餐是电信企业通过电信产品的多样化来满足市场中不同顾客群需求的一种有效手段。在电信套餐的设计过程中,如何合理设计套餐的数量和定位细分市场,并选择套餐分档的属性值,是电信企业管理部门的一项重要任务,也是一个复杂的管理决策问题。提出一个基于顾客终身价值的电信套餐设计框架模型,主要分为市场调研、市场细分、联合分析、顾客购买选择行为分析、套餐评价和套餐设计优化等几个阶段。通过应用该框架模型,电信企业决策者可根据企业特点,建立一套量化的电信套餐设计方法,对于电信套餐设计的系统化具有重要意义。

Framework Model of Telecom Suite Design Based on Customer Lifetime Value

Telecom suite is an effective way to satisfy different customers’ requirements in market via the diversification of products.In the process of designing of telecom suites,the determination of the number of suites,positioning of the market segment and the selection of attribute levels of telecom suite are important tasks for telecom enterprises and also complex decision-making problems.In this paper,a framework of telecom suite design based on customer lifetime value(CLV) is proposed.It includes several stages such as market survey,market segmentation,conjoint analysis,consumer choice behavior rule,suite evaluation and optimization.By applying this framework model,decision-markers of a telecom enterprise can establish a set of quantitative design methods with consideration of the characteristics of the company,which is meaningful to let the design of telecom suite more systematic.