论中国电信产品组合/定价决策的精细化

A discussion of the refinement of product combination/price decision of China Telecom

产品组合/定价策略是市场营销的要素之一。作为传统的基础电信业务运营商,中国电信今年提出了向综合信息服务商转型的战略目标,在目前技术、价格竞争处于劣势的情况下,中国电信应将营销策略向纵深的方向发展,在产品组合/定价决策上实现精细化。本文论述了中国电信产品组合/定价决策的原则、流程、策略及实施的注意事项,重点解析了中国电信产品组合/定价决策的实施步骤和产品捆绑、包装、定价策略,从理论和实践两个角度为中国电信实现产品组合/定价决策的精细化管理提供了框架和模型。

Product combination/price stratgey is one of the factors of marketing. As one of the companies which carry on traditional and foundation telecommunication businesses, China Teleeom puts forward the target of transformation to the integrative information service provider this year. Being at a disadvantage in the competition of technology and price, China Teleeom should develop toward deep direction in the marketing strategy and refine product combination/price decision. This article emphasizes on the pactice steps and strategies of binding,packing,fixing price of product,and then from two angles of theories and practices,offers the frame and model of the management of refinement of product combination/price decision for China Teleeom.