The Research Of Shanghai Telecom On One-home Brand Pack-fees Model Design

As the fierce competition in telecommunication, the traditional telecommunication carrier suffered from the new technology and the expression of service reforming. The replacement, which mobile voice-service is instead of the fixed voice-service, enforced the fixed-network carrier to search for the new service growth point.In order to avoiding the loss of the pricing decline, Shanghai Telecom issued the brand of"ONE-HOME"in the direct of China Telecom. The ONE-HOME focused on the family user and provide the smoothly communication service to the family members. The brand combines the different service into pack-fees such as: fixed-voice service, broad access into Internet, PHS etc. It segmented the customer's requirement and provided the relevant pack-fees. As the result, service combination and pack-fees become the critical factors.The thesis tried to design the service combination and fixed the price differently based on the analysis of telecommunication service pricing model and segmenting the customer's requirement. It should satisfy the customer's requirement and improve the carrier's income. In addition, the thesis studied on the brand acknowledge, customer relationship management, customer service and providing the reference for the ONE-HOME development. The thesis could also be the reference to the brand pack-fees and price-fixing.