张掖移动通信公司业务资费与研究.pdf

西安理工大学硕士学位论文张掖移动通信公司业务资费研究姓名:张娜申请学位级别:硕士专业:工商管理指导教师:吴艳霞 20070101 摘要 1 题目:张掖移动通信公司业务资费研究专业:工商管理学员姓名:张娜 学员签名: 导师姓名:吴艳霞教授 导师签名: 答辩日期: 学位:硕士学校:西安理工大学摘要国内经济持续增长极大的促进了我国移动通信业的发展,随着电信服务向日常生活的不断渗透,业务资费成为全社会普遍关心的问题。面对市场竞争日益激烈,电信业务资费管制失效的产业环境,业务资费作为直接决定企业运营收入的最主要因素之一,日益受到移动通信运营商的关注。本文以张掖移动通信公司的运营状况为例,对公司目前急需解决的资费问题进行了研究,希望能够为张掖移动公司的持续健康发展寻找到现实可行的道路。本文以张掖移动通信公司为研究对象,在综合阐述电信业务资费相关概念的基础上, 首先对张掖移动通信公司的现状进行了分析,认为张掖移动公司现行的资费套餐缺乏业务与服务内涵致使 ARPU 值直线下降,不同套餐之间界限模糊致使价格不能体现品牌价值,横向和纵向市场细分不足,致使价格不能最大限度吸纳消费者剩余,资费套餐设计不够谨慎促使用户机会主义心理逐渐增强。其次,本文对张掖移动通信公司业务资费水平、用户结构、盈利目标等进行了数据分析,确定了公司业务资费调整能够采用的具体策略,设计客户需求市场调查问卷并组织调查分析,在此基础上根据张掖移动通信市场的实际情况确定了包括畅聊卡、全球通精英卡、商务卡、金张掖卡、游子卡在内的张掖移动公司业务资费体系。最后,为资费方案提出了相应的实施建议,包括注重 BOSS 系统支撑、建立跟踪分析体系、完善方案执行计划、进行资费方案培训等多个方面,以确保方案能够取得良好的实施效果。【关键词】张掖移动通信公司业务资费方案设计【论文类型】应用研究 Abstract 2 Title: The study on the expenses of services of Zhang Ye Mobile munication Corporation Major: Business Administration Name: Zhang Na Signature: Tutor: Wu Yanxia Signature: Reply Date: Abstract With the continuing infilt rating of services ,the expenses of services has became the problem paid great attention to by the all society. The expenses of services has also became one of the most important factors which determ ines the revenue of enterprise while the mobile munication operators have to meet the petition and invalidation industry environment of serv ices expenses management. This article takes the Zhang Ye mobile munication corporation actual situation as the example to study the imperative expenses problem which it meet s and tries to find a feasible way for the Zhang Ye mobile munication corporation long-term health development. This paper chooses the Zhang Ye mobile munication corporation as the research object. Firstly the paper analyzed the present c ondition of Zhang Ye mobile munication corporation on the base of the theory of expenses of teleco m services and considered that the ARPU value declined because of shortage of operation and service