手机产品与电信服务套餐捆绑销售方案的选择方法

Selection Method of Sales Scheme for Mobile Phone Product and Telecommunication Service Suite Bundling

针对手机产品与电信服务套餐捆绑销售且具有不同价格折扣的情形,提出了一种捆绑销售方案的选择方法.在市场调研和市场细分的基础上,首先计算顾客购买捆绑销售方案中各捆绑销售计划时的月预期支付费用及顾客终身价值,然后计算捆绑销售方案中各捆绑销售计划的顾客效用,采用多项Logit模型计算顾客针对捆绑销售方案中各捆绑销售计划的选择概率,以及各备选捆绑销售方案的预期利润,并选择使运营商预期利润最大的方案作为推向市场的最终方案.通过一个算例分析说明了所提方法的可行性和有效性.

Aiming at the situation that mobile phone product and telecommunication service suite are sold in bundles with different discount,a selection method of sales scheme was proposed.Based on market survey and segmentation,the expected monthly payment and customer lifetime value were firstly calculated with respect to each bundling sales plan in the schemes. The customer utility of each bundling sales plan was then calculated,and the choice probability of the customers with respect to each bundling sales plan was obtained by using the multinomial Logit model,with the expected profit of each sales scheme calculated. The sales scheme with the highest expected profit was selected as the final sales scheme. A numerical example was given to illustrate the feasibility and validity of the as-proposed method.