基于顾客选择行为的移动资费套餐优化模型

Optimization model for mobile billing suite based on customer choice anaylsis

移动资费套餐是电信企业通过移动资费产品的多样化来满足市场中不同顾客需求的一种有效手段.在移动资费套餐的设计过程中,如何合理设计套餐的数量和定位细分市场,并选择套餐分档的属性值,是电信企业管理部门的一项重要任务,也是一项复杂的管理决策问题.文中提出了一种基于顾客选择行为分析的移动资费套餐优化模型,在模型中首次引入了新产品定位中的顾客选择行为分析的思路和方法,并采用多项式分对数规则来模拟顾客的选择购买行为.同时,在优化模型中考虑了移动资费套餐的收入长期性、未来收益和资金折现率的影响,强调以最大化顾客终身价值为目标来进行移动资费套餐方案的优化选择.最后给出了某电信公司套餐的一个实例,对所提的模型和方法进行了计算和验证.

Mobile billing suite is all effect, lye way to satisty the different custolner requirements in market via the diversification of product. In the process of design of mobile billing suite, the determination of the number of suites, positioning of the market segment and the selection of attribute levels of mobile billing suite are important tasks for telccom enterprises and also complex decision-making problems. In this paper, an optimization model for mobile billing suite design based on customer choice behavior analysis is proposed. Customer choice behavior is introduced in the model and multinominal logit choice rule is used to simulate the choice behavior of a customer. The duration of revenue, fllture profit and discount rate are considered in the optimization model and maximization of customer lifetime value is applied as an objeetivc. Finally, a mobile billing suite cave of a telecom company is given to evaluate the proposed method and model.