Research Of Telecom Portfolio Pricing Based On Customer Segmention

Nowadays, in order to analyze the optimal pricing strategy, researchers usually start from some specific factors to study the pricing issue of telecom products portfolio. This kind of studies show us how each factor affects pricing, however they indicate nothing about the whole pricing mechanism of telecom products portfolio. That means we still lack a set of scientific and feasible pricing tools in marketing practice. To solve these problems, this paper mainly involves the following three aspects:First, based on the former research, from the perspective of overall research, this paper proposes three factors which have influence on the pricing of telecom products portfolio:customer, enterprise and market environment. The writer clears relations among these factors, and establishes a comprehensive pricing model of telecom products portfolio, which can help us to understand the pricing mechanism of telecom products portfolio.Second, the paper constructs an evaluation index system of three factors, which makes the theoretical model more practical and lays the foundation for further quantitative study.Third, since there are few studies on customer factors (psychological price perception), based on the theoretical model and index system, this paper establishes a mathematic model (regression equation model) which can be used to predict customer's psychological price. This model can forecast psychological prices of customers in different market segments for a particular telecom product. In fact, this is an important step to solve the pricing issue of telecom products portfolio.Overall, the paper provides a complete theoretical framework for the pricing of telecom products portfolio, and put forward the corresponding evaluation index system. Finally, this paper conducts an empirical test on customer part in theoretical model, and establishes the forecast model, which works well.