关于我国3G业务的定价策略研究

On the Pricing Strategy of 3G Business in China

我国第三代移动通信(3G)牌照正式发放,在3G市场形成了中国移动、中国联通和中国电信三寡头垄断的市场格局。通信公司运营商都根据未来的3G市场和竞争需要制订了业务策略、用户定位、渠道规划、价格体系、促销方案和服务标准。其中,在激烈的3G市场竞争中,合理的价格策略是取得市场成功的重要因素。文章对我国通信公司3G业务价格战略进行博弈选择分析,认为差异化价格战略是制定3G业务定价策略的前提条件,因此,我国通信公司要对不同时期、不同客户和不同的业务制定差异化价格策略。

As the issuing of 3G license, China Mobile, China Unicorn and China Telecom are the big three monopoly in the market. In the competition of 3G market, business strategy, customer oriented, channel building, price system, promotion program and service, etc, are the important contents. However, pricing strategy is the most important factor in the competition. This paper analyzed the gaming among the three big telecom companies, considered that a different pricing strategy is the premise of the pricing strategy of 3G business. Therefore, the telecom companies should update their strategy based on the various market conditions in different stages and for different customers and different business.