价格战略教材

.,.,*,*,2001.8.20,价格战略,目 录,1.,资费制度,现,现状,1.1,资费变动,内,内祥,1.2,资费制度,现,现状,1.3,各资费制,MOU,及,ARPU,1.4,与国外运,营,营商资费,的,的比较,2.,资费管制,制,制度,2.1,管制一般,论,论,2.2,资费认可,制,制,2.3,价格上限,制,制,3.,资费战略,一,一般论,4.,资费战略,实,实例,4.1,面对竞争,的,的资费战,略,略,4.2,市场细分,资,资费战略,3,p,5p,9p,10,p,11p,12p,14p,15p,22p,26p,资费变动,内,内祥,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,(,韩元,),1984,年刚开始提供,服,服务时为按距,离,离分等资费制,度,度，,1990,变更为全国单,一,一话费结构，,1996.12,最早推出可选,话,话费制(资费,套,套餐)。,84.4,885,000,-,-,27,000,20/28,秒,(,按距离,),资费变动内祥,(,续,),1996,1997,1998,1999,2000,2001,可选资费套餐,推出,(96.12),-,一般,-,Premium,-,Economy,-,Business,新增,Save,套餐,(97.9),-,适合少量使用,者,者,长期入网优惠,制,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,增,TTL,资,费,费,套,套,餐,餐,(,99.7),-,情,侣,侣,(,99.5),-,地,区,区,优,优,惠,惠,-,制定号,码,码优惠,深夜通,话,话优惠,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,(Speed011),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,(0.2%),14,000,-,指定号码,1,个,30%,指定号码,Save(1.2%),15,000,-,指定号码,3,个,40%,家庭主妇,10,000,-,00.4,废除,低,(,最多,3,个号码,),家庭主妇,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 各资费制,的,的用户比率,资费现状,(TTL),月租费,通话费,地区优惠,(3.2%),免费通话,备 注,18,000,22/16/9,(20/15/9),区内,:9,元,-,SMS:100,次,铃声,:2,次,指定号码优惠,(11.2%),17,500,22/16/11,(20/15/10),3,个号码,30%,-,目标,特定区域内,通话多的用户,通话集中,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,初高中生,Ting 400*,(0.0%),16,000,18,24,13,18,SMS:100,次,铃声,:2,次,-,-,SMS:100,次,铃声,:2,次,话费上限,:2/2.5/3,万元,39/18/18,30,分,18,岁以下,初高中生,SMS,大量使用者,SMS:400,次,铃声,:2,次,话费上限,:2.5/3,万元,每月可充值,1,万元,(,单位,:,韩元,),*,Ting 400,于,2001.8.7,推出,资费现状,(,无线数据电路方,式,式资费制,),基本费,(,韩元,),通话费,(,韩元,),从量计费,免费通话,(,分钟,),备 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.TOP 30,n.TOP 60,n.TOP 100,n.TOP 200,连接,上网,资费,套餐,SMS 20,次,上网,50,上网,300,-,60,SMS 30,次,铃声,1,次,5,000,9,800,-,-,-,100,200,20/30/100*,40/60/200*,无线数据,通信服务用,定额资费制,*,按 高峰,/,非高峰,/,深夜时,段,段的顺,序,序表示,*,超过免,费,费通话,时,时间时,，,，每个,DO,按,17/12/8,计算话,费,费,SMS 50,次,铃声,2,次,SMS 80,次,铃声,3,次,资费现状,(无线数据,分,分组方式资,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,超过限量,时,时，按各,类,类服务标,准,准收费,SMS20,次,SMS30,次,铃声,1,次,SMS50,次,铃声,2,次,SMS80,次,铃声,3,次,SMS150,次,铃声,3,次,各资费制,的,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,优惠,情侣,Save,Ting 100(School,),备 注,无线数据,184,36,740,Speed 011,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,为包括免费通话,时,时间的值,ARPU,不包,括,括网,间,间结,算,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,体,TTL,资费,套,套餐,的,的,-,平均,MOU:283,分,-,平均,ARPU:42,110,韩元,TTLTing,(,School),除外,193,35,570,6,575,以全,部,部用,户,户为,基,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,本,话,话,费,费,(,韩,元,元,),月,使,使,用,用,话,话,费,费,(150,分,钟,钟,基,基,准,准,),国,家,家/,地,地,区,区,(,运,营,营,商,商,),韩,国,国,(,SKTelecom),通,话,话,费,费,(,韩,元,元,),免,费,费,通,通,话,话,(,分,钟,钟,),他,公,公,司,司,/,SKT,美,国,国,(,AT&TWireless),日,本,本,(,NTTDoCoMo),法,国,国,(,France,T,elecom),德,国,国,(,DeTeMobile),英,国,国,(,BTCellnet),香,港,港,(,HKTe,16,000,34,180,132/96,-,-,*,资,料,料,来,来,源,源,:,Tarifica,和,各,各,公,公,司,司,的,的,网,网,站,站,*,汇,率,率,:2001.6.30,的,买,买,卖,卖,基,基,准,准,率,率,(2001.6,月,末,末,),38,920,($29.99),50,590,($38.99),389/389,($0.3/$0.3),120,140%,61,(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,费,管,管,制,制,制,制,度,度管,制,制,一,一,般,般,论,论,区,分,分,内,容,容,管,制,制,主,主,体,体,信,息,息,通,通,信,信,部,部,长,长,官,官,管,制,制,对,对,象,象,具,有,有,市,市,场,场,支,支,配,配,能,能,力,力,的,的,运,运,营,营,商,商,2),(,KT,市,内,内,电,电,话,话,SKT,和,STI,的移动电,话,话,),管制方法,资费认可,制,制,1),(,对收益保,障,障率的管,制,制,),1),资费相关,的,的政府管,制,制阶段,-1,阶段,:,认可制,-2,阶段,:,价