电信收益管理研究与定价分析

【作者】 陈志刚；

【导师】 朱道立；

【作者基本信息】 复旦大学 ， 管理科学与工程， 2005， 博士

【摘要】 收益管理(Revenue Management)是指把产品按不同价格适时地卖给不同类型的顾客，从而获得最大收益。为了使总收益最优化，必须做出这样决策：产品以合适的价格、在合适的时候出售给合适的顾客。因此，收益管理本质上是一种实施价格歧视的管理方法。收益管理在航空业的应用取得巨大成功后，人们把目光投向电信行业。由于具备跟航空业一些共同特征，例如，易腐性产品(Perishable Good)、极低的变动成本等，许多学者相信，航空收益管理的思想同样能应用于电信行业，以提高电信网络资源的总收益。由于国际上的研究工作非常少，目前，可以遵循的电信行业收益管理的应用模式极少，本文的工作将试图揭示收益管理在电信行业的一些可行的应用领域，并在这些领域上提出一些模型、思想和方法，为后人进一步开展研究打下基础。根据收益管理的理论方法和电信产品特性，本文将收益管理在电信领域的应用范围分成三个层次：业务策略层、网络链路层和网络流量层。本文在兼顾网络流量层的收益管理应用的同时，把重点放在业务策略层和网络链路层的研究上。本文关于电信收益管理将主要从三个角度展开：电信业务的竞争定价、网际差别定价、网络链路定价与网络容量的利用。其中定价方法作为收益管理的核心环节，在本文中得到详细的分析与研究。最后，本文在研究中，紧密扣紧中国电信市场的现状及其未来发展趋势，在此基础上，对收益管理应用的必要性和条件进行了分析。更多还原

【Abstract】 Revenue management is the science of maximizing profits through pricing accordingto market demand forecasting and the mathematical optimization of pricing and inventory,The key elements of revenue management is how to sell, when to sell and to whom youwant to sell.The success of airline revenue management has motivated some researcher to payattention to telecommunication industry. Many researchers believed that airline revenuemanagement strategies can be used to generate additional revenue from spare capacity intelecom networks, based on several analogies between the industries such as, for instance,perishable inventory and negligible marginal cost of usage.However, no one has yet described a widely recognized model about how to apply itin telecommunication industry. We have tried to identify some possible applications intelecommunication industry and proposed some methods, models in order to pave the wayfor further research.We have classified the research of revenue management of telecom industry intothree layers in order to simplify it. The first is the application of revenue management inthe business layer, the second is the application of revenue management based on thecommodity-link, the third is revenue management in the network stream layer, whichconcerns about the network package flows. Mostly, we focus our researches on itsapplications in business layer and commodity-link layer.The research of revenue management was focused on three aspects: competitivepricing of telecom products, price discrimination between the network, pricing of the linkand allocation of spare capacities of networks. Pricing is the key element of revenuemanagement and will gain substantial attention.Finally, we concluded with a detailed analysis of China’s telecommunication industry,and discussed the prospect of the application of revenue management intelecommunication industry.更多还原