韩国SK电信的市场运营战略3

.,.,*,*,价格,战,战略,目,录,录,1.,资费,制,制度,现,现状,1.1,资费,变,变动,内,内祥,1.2,资费,制,制度,现,现状,1.3,各资,费,费制,MOU,及,ARPU,1.4,与国,外,外运,营,营商,资,资费,的,的比,较,较,2.,资费,管,管制,制,制度,2.1,管制,一,一般,论,论,2.2,资费,认,认可,制,制,2.3,价格上限,制,制,3.,资费战略,一,一般论,4.,资,费,费,战,战,略,略,实,实,例,例,4.1,面对竞争的,资,资费战略,4.2,市场细分资,费,费战略,3,p,5p,9p,10,p,11p,12p,14p,15p,22p,26p,资费变动内,祥,祥,入网费,90.6,月租费,通话费,(,每,10,秒,),保证金,650,000,初装费,-,-,25,96.2,废除,200,000,70,000,22,000,32,96.12,21,000,28,97.7,推出,保证保险,97.9,18,000,26,99.10,50,000,00.4,16,000,22,*,一般话费标,准,准,(,韩元,),1984,年刚开始提,供,供服务时为,按,按距离分等,资,资费制度，,1990,变更为全国,单,单一话费结,构,构，,1996.12,最早推出可,选,选话费制(,资,资费套餐),。,。,84.4,885,000,-,-,27,000,20/28,秒,(,按距离,),资费变动内,祥,祥,(,续,),1996,1997,1998,1999,2000,2001,可选资费套,餐,餐,推出,(96.12),-,一般,-,Premium,-,Economy,-,Business,新增,Save,套餐,(97.9),-,适合少量使,用,用者,长期入网优,惠,惠制,推出,(97.9),-3,年以上,:5%,-5,年以上,:7%,-7,年以上,:10%,新增,Family,套餐,(98.2),-,比,Save/,一般话费,优惠,17%23%,长期入网扩,大,大,-3,年以上,2,年以上,-,最大,10%15%,Premium,免费通话,扩大,-270,分,350,分,网内打折推,出,出,(98.6,月,),-,平均优惠,20%,新增,TTL,资费套餐,(99.7),-,情侣,(99.5),-,地区优惠,-,制定号码优,惠,惠,深夜通话优,惠,惠,推出,TTL School,新增,(00.2),Miz,资费套餐,(00.3),小额资费制,废除,(00.4),-,Save,-,Family Save,-,Economy,Sense,资费制,(00.4),废除,Sense,(00.9),TTL Ting,资费推出,(01.8),D.O.,资费,计划推出,(01.9),-,计划,资费现状,(Speed 011),月租费,通话费,一般,(40.6%),免费通话,备 注,16,000,22/16/11,(21/15/11),-,-,Premium,(4.7%),53,000,18/12/9,(16/11/8),350,分钟,-,目标,中,高,Save,(15.4%),10,000,42/21/21,(34/17/17),-,00.4,废除,低,Economy,(1.6%),15,000,-,00.4,废除,晚上,/,周末,Family,16,000,-,-,中,(,最多,3,个号码,),一般,(8.0%),Save,(3.0%),Sense,(2.9%),13,500,-,00.9,废除,晚上,/,周末,白天打,折,折,(0.2%),14,000,-,指定号,码,码,1,个,30%,指定号,码,码,Save(1.2%),15,000,-,指定号,码,码,3,个,40%,家庭主,妇,妇,10,000,-,00.4,废除,低,(,最多,3,个号码,),家庭主,妇,妇,46/9/9,(37/8/8),34/17/17,19/13/9,(16/12/8),35/18/18,(28/15/15),35/15/15,37/18/18,(,单位,:,韩元,),Miz,*(),为,2001.7,月末,各,各资费,制,制的用,户,户比率,资费现,状,状,(TTL),月租费,通话费,地区优,惠,惠,(3.2%),免费通,话,话,备,注,注,18,000,22/16/9,(20/15/9),区内,:9,元,-,SMS:100,次,铃声,:2,次,指定号,码,码优惠,(11.2%),17,500,22/16/11,(20/15/10),3,个号码,30%,-,目标,特定区,域,域内,通话多,的,的用户,通话集,中,中,的用户,情侣,(1.6%),18,500,21/21/9,(18/18/9),情侣间,100,分,深夜无,限,限制,恋人,好友,Save,(1.9%),14,000,37/18/18,-,低,Ting 100,(4.3%),14,500,开学,:39/18/9,放假,:24/24/9,周日,/,国定假,:12,30,分,18,岁以,下,下,初高,中,中生,Ting400*,(0.0%),16,000,18,24,13,18,SMS:100,次,铃声,:2,次,-,-,SMS:100,次,铃声,:2,次,话费,上,上限,:2/2.5/3,万元,39/18/18,30,分,18,岁以,下,下,初高,中,中生,SMS,大量,使,使用,者,者,SMS:400,次,铃声,:2,次,话费,上,上限,:2.5/3,万元,每月,可,可充,值,值,1,万元,(,单位,:,韩元,),*,Ting400,于,2001.8.7,推出,资费,现,现状,(,无线,数,数据,电,电路,方,方式,资,资费,制,制,),基本,费,费,(,韩元,),通话,费,费,(,韩元,),从量,计,计费,免费,通,通话,(,分钟,),备,注,注,-,17/12/8,-,1,DO=10,秒,2,000,-,30,3,500,5,500,9,900,电,路,方,式,n.Top,资费,套餐,n.TOP30,n.TOP60,n.TOP100,n.TOP200,连接,上网,资费,套餐,SMS20,次,上网,50,上网,300,-,60,SMS30,次,铃声,1,次,5,000,9,800,-,-,-,-,100,200,20/30/100*,40/60/200*,无线,数,数据,通信,服,服务,用,用,定额,资,资费,制,制,*,按,高,高峰,/,非高,峰,峰,/,深夜,时,时段,的,的顺,序,序表,示,示,*,超过,免,免费,通,通话,时,时间,时,时，,每,每个,DO,按,17/12/8,计算,话,话费,SMS50,次,铃声,2,次,SMS80,次,铃声,3,次,资费,现,现状,(无,线,线数,据,据分,组,组方,式,式资,费,费制,),从量计费,-,文本,:6.5,韩元,多媒体,/,上网,:2.5,元,-,1,packet=512 Byte,2,000,-,400,3,500,5,500,9,900,分组,方式,基本,资费,套餐,n.TOPLight,n.TOPLignt,+,n.TOPRegular,n.TOPPremium,连接,上网,套餐,SMS 20,次,-,800,SMS 30,次,铃声,1,次,多媒体,资费,套餐,Multi-Slim,Multi-Light,Multi-Light,+,Multi-Regular,Multi-Premium,Net-Light,Net-Regular,Net-Premiun,-,1,400,SMS 50,次,铃声,2,次,-,2,800,SMS 80,次,铃声,3,次,基本话费,(,韩元,),通话费,(,韩元,),免费通话,(,Packet),备 注,2,000,-,1,000,3,500,5,500,9,900,-,2,000,-,4,000,-,10,000,19,500,30,000,-,9,900,19,500,-,15,000,-,35,000,30,000,80,000,-,SMS 50,次,铃声,2,次,SMS 100,次,铃声,3,次,SMS 200,次,铃声,3,次,*,免费通话超,过,过限量时，,按,按各类服务,标,标准收费,SMS 20,次,SMS 30,次,铃声,1,次,SMS 50,次,铃声,2,次,SMS 80,次,铃声,3,次,SMS 150,次,铃声,3,次,各资费制的,MOU,和,ARPU,一般,Premium,Save,Economy,Family,一般,Save,Sense,白天优惠,指定号码,Save,MOU(,分钟,),ARPU(,韩元,),Speed,011,TTL,地区优惠,指定号码优,惠,惠,情侣,Save,Ting100(School,),备 注,无线数据,184,36,740,Speed011,资费制的,-,平均,MOU:179,分钟,-,平均,ARPU:34,690,韩元,*,以,2001.3,月为基准,MOU,为包括免费,通,通话时间的,值,值,ARPU,不包括网间,结,结算,657,78,870,64,21,970,169,32,600,77,24,650,219,37,020,78,22,370,128,30,090,93,28,100,276,39,480,291,44,650,402,44,040,115,27,830,98,25,230,整 体,TTL,资费套餐的,-,平均,MOU:283,分,-,平均,ARPU:42,110,韩元,TTL Ting,(,School),除外,193,35,570,6,575,以全部用户,为,为基准,与外,国,国主,要,要运,营,营商,资,资费,水,水平,的,的比,较,较,基本,话,话费,(,韩元,),月使,用,用话,费,费,(150,分钟,基,基准,),国,家,家/,地,地,区,区,(,运营,商,商,),韩,国,国,(,SKTelecom),通话,费,费,(,韩元,),免费,通,通话,(,分钟,),他公,司,司,/,SKT,美,国,国,(,AT&TWireless),日,本,本,(,NTTDoCoMo),法,国,国,(,FranceTelecom),德,国,国,(,DeTeMobile),英,国,国,(,BTCellnet),香,港,港,(,HKTelecom),16,000,34,180,132/96,-,-,*,资料,来,来源,:,Tarifica,和各,公,公司,的,的网,站,站,*,汇率,:2001.6.30,的买,卖,卖基,准,准率,(2001.6,月末,),38,920,($29.99),50,590,($38.99),389/389,($0.3/$0.3),120,140%,61,410,(5,900),73,580,(7,070),319/246,(30.6/23.6),109,215%,28,780,(,FRF171.4),37,220,(,FRF221.5),281/281,(,FRF1.67/1.67),120,109%,24,270,(,DEM43.06),72,870,(,DEM129.3),383/186,(,DEM0.68/0.33),-,213%,39,100,(21.28),39,100,(21.28),281/78,(0.153/0.043),200,114%,29,610,(,HK$178),35,600,(,HK$214),200/200,(,HK$1.2/1.2),120,104%,资费,管,管制,制,制度管制,一,一般,论,论,区,分,分,内,容,容,管制,主,主体,信息,通,通信,部,部长,官,官,管制,对,对象,具有,市,市场,支,支配,能,能力,的,的运,营,营商,2),(,KT,市内,电,电话,SKT,和,STI,的移,动,动电,话,话,),管制,方,方法,资费,认,认可,制,制,1),(,对收,益,益保,障,障率,的,的管,制,制,),1),资费,相,