对电信产品捆绑套餐基本特性的分析  

Research on Feature of Telecom Bundling Product

作　　者：赵玉平[1] 吕廷杰[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《电信科学》2007年第6期83-86,共4页Telecommunications Science

摘　　要：本文使用数量分析的手段,主要研究了电信产品捆绑套餐的基本特性,结果表明只有在市场细分特征明显,细分的用户群之间产品偏好负相关情况下,捆绑销售的手段才能起到增收的作用。捆绑套餐在不配合价格手段或者差异化手段的情况下,只能增加收入不能扩大市场份额,捆绑套餐从低端用户和频繁转换者那里获得了更多的收入。This paper gives a comprehensive analysis of telecom bundling product. The basic conclusion is that： bundling can make the income increase only in the condition of that the buyer preferences between the consumers have the negative correlation. Without the method of price or the way of specialization, bundling can not increase the market share. The bundling method can make the ARPU of the price-sensitive buyers and the non-customer-loyalty buyers increase.

关 键 词：捆绑套餐 消费偏好 特性 

分 类 号：F632[经济管理—产业经济]