Research On Modularization Design And Dynamic Pricing Of Customization Telecommunication Products

One of the fundamental problem perplexes telecommunications enterprises management a long time is the contradiction between scale and efficiency of the increment but not increase income. In order to solve this problem, mass customization production mode with the combination of dynamic pricing provides an effective solution channel. Modularization design of telecommunications products for mass customization based on the design concept of customer oriented, by constructing GBOM structure of modularization product group which can response to different customer needs and easy to variant, according to the attribute evaluation and configuration rules to match and assemble products to meet customer needs flexible and efficiently. The article applies the ideology of revenue management to the mass customization production mode. Implement dynamic pricing not only improved the profit of enterprise by promoting the telecommunications enterprises reasonable production and pricing but also improved customer satisfaction by meeting individual demand from telecommunications customers for telecommunications products. This article is from two angles of modularization design and dynamic pricing to study customization telecommunication products, it both solved the problem of how to improve the production efficiency of telecommunication enterprises in mass customization and the corporate profits by reasonable pricing, and the problem of how to deal with individuation and differentiation of customization demand of telecommunications customers, thus enable both the enterprise interests and the interests of customers with each other to realize a win-win situation.This paper first retrospects the related literature of telecommunication service product theory, telecommunication product design theory and telecommunications products pricing theory systematically, points out the modularization design of the customization telecommunication products is the way for telecommunications enterprise to meet consumer personalization needs, and rely on high efficiency and high yield of customize economy provides an ideal path to product customization telecommunications products and service. Then, from two angles of the economics and management discussing the customization generation mechanism of telecommu-nications products. Guided by meeting customers’ demands, based on correlative product group and taken modularization as the core to structure the telecommunication product customization theory framework model. From customer relationship management (CRM), modularization of product group, flexible organization management, module partition of telecommunications products and module configuration of telecommunications products and other aspects to discuss the key technology of modularization design of telecommunications products.Secondly, analyzing modularization design mechanism of customization telecommunications products from the two points of applicability and necessity. Elaborated the structure type which suitable for customization telecommunications modularization, telecommunication service products component hierarchical division was analyzed, the structure mapping relationship of customization telecommu-nications products was analyzed by function module and physics module. The design framework, principle, method and process of customization telecommunications products based on modularization was discussed. The influence of the module size on modularization design of customization telecommunications products was analyzed. Based on the principles and methods of structuring ideal product configuration, a product configuration model based on GBOM structure of modularization product group is developed. This article provides three configure modules of basic module, compulsorily module and selectable module, and the composing of configuration modules, modules and the constrain relations among their attribute. In the process of configuration, configuration rules and module configuration variables are given, and using instance describes the demand characteristic of the customer segmentation of telecommunications products, elaborated the configuration and the generation process of the customization telecommunications products.Then, based on the distribution of network module traffic and price discrimination, these article explored the problem of dynamic pricing in telecommu-nications network module products. Considering dynamic pricing problem of the capacity assignment and price discrimination of customization telecommunications products, and constructs a dynamic pricing model. The simulated annealing algorithm is employed to obtain the solution of this model, according to the specific decision conditions of telecommunications network module operators. The feasibility and effectiveness of the dynamic pricing model with an instance is proved. After that, the article analyzed the price characteristics and the method system of price policy of customization telecommunications products, and carried empirical study on the factors such as cost, market, users and government on affecting telecommunic-ations business pricing decisions. Points out that the user needs is key factors influence telecom operators pricing under the condition of mass customization, and from the three perspectives of standardization, differentiation, combination of customization telecommunications products pricing strategy is put forward. This research result provided a scientific basis and instruction meaning for dynamic pricing decision of customization telecommunications products.Finally, an example is given to show the system design of customization telecommunications products modularization. The establishment of the customer demand questionnairethe and function decomposition model, structure hierarchy model and configuration model of customization telecommunications products was described. The importance of case base on modularization design of customization telecommunications products and its design rationale is expounded. The article introduces the telecom carriers are developing products&sales management system, and apply this system to verify the feasibility of the proposed configuration method.