定制电信产品模块化设计及其动态定价研究
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摘要
长期困扰电信企业经营管理的一个基本问题是增量不增收的规模与效率矛盾。大规模定制生产模式与动态定价有机结合为解决这一矛盾在理论和实践两方面创新了思路和方法。定制电信产品模块化设计基于客户导向的设计理念,通过构建可以响应不同客户需求易于变型的模块化产品族GBOM结构,依据属性赋值和配置规则,能够灵活高效地匹配和组合满足客户需要产品。将收益管理思想应用于大规模定制生产模式,实行动态定价,一方面促进了电信企业合理生产和定价,提高了企业利润；另一方面,满足了电信客户对电信产品的个性化需求,提高了客户满意度。本文就是从模块化设计和动态定价两个角度来研究定制电信产品,既解决了电信企业大规模定制的生产效率问题和提高企业利润的合理定价问题,又解决了电信客户电信需求个性化和差异化问题,最终实现了企业利益和客户利益的双赢。
本文首先对电信服务产品理论、电信产品设计理论、电信产品定价理论的相关研究文献进行了系统性总结与综述,指出定制电信产品的模块化设计是电信企业满足消费者个性化定制需求,以定制经济的高效率、高收益生产和提供定制电信产品和服务路径,然后从经济学角度和管理学角度两个方面阐述电信产品定制化产生机制；以满足客户需求为指引,以相关产品族为基础,以模块化为核心构建电信产品定制化实现理论框架模型;从客户关系管理、产品族模块化、组织柔性管理、电信产品模块划分、电信产品模块配置等方面论述定制电信产品模块化设计的关键技术。
其次,从适用性和必要性两个角度分析定制电信产品模块化设计机理。阐述了适合定制电信模块化结构类型,分析了电信服务产品构件层次划分,通过功能模块和物理模块分析了定制电信产品结构映射关系。论述基于模块化的定制电信产品设计框架、原则、方法和流程。分析模块粒度对定制电信产品模块化设计影响。依据构建定制产品配置方法原则,建立了基于产品族结构GBOM的产品配置模型,并给出了基本模块、必选模块和可选模块三种配置模块以及模型中配置模块构成、模块及其属性间约束关系。在配置过程中,给出了配置规则和模块配置变量,并结合实例描述了客户细分电信产品需求特征阐述了定制电信产品配置与生成过程。
然后,对定制电信产品价格特征以及价格决策方法体系进行分析,并对影响电信业务定价决策的成本、市场、用户、政府等因素进行了实证研究。指出用户需求是影响大规模定制条件下电信运营商定价关键因素,电信运营商必须从用户需求角度去对定制电信产品进行动态定价。接着,探索了基于网络模块流量分配和价格歧视电信网络模块产品动态定价问题,考虑容量分配与价格歧视的定制电信产品动态定价问题,并构建了动态定价模型。根据电信网络模块运营商具体决策条件,选取量子模拟退火算法进行求解。通过实例验证了该动态定价模型可行性与有效性。并从标准化、差异化、组合化三个角度提出了满足用户需求的定制电信产品定价策略。这为今后定制电信产品动态定价决策提供了很好理论基础和指导意义。
最后,以实例介绍了定制电信产品模块化的系统应用。描述了客户需求调查表的建立,叙述了定制电信产品的功能分解模型、结构层次模型和配置模型,阐述了实例库对于定制电信产品模块化设计的重要性及其设计原理。最后,介绍了目前正在电信运营商开发设计的产品&销售品管理系统,并应用本系统验证了本文提出配置方法的可行性。
One of the fundamental problem perplexes telecommunications enterprises management a long time is the contradiction between scale and efficiency of the increment but not increase income. In order to solve this problem, mass customization production mode with the combination of dynamic pricing provides an effective solution channel. Modularization design of telecommunications products for mass customization based on the design concept of customer oriented, by constructing GBOM structure of modularization product group which can response to different customer needs and easy to variant, according to the attribute evaluation and configuration rules to match and assemble products to meet customer needs flexible and efficiently. The article applies the ideology of revenue management to the mass customization production mode. Implement dynamic pricing not only improved the profit of enterprise by promoting the telecommunications enterprises reasonable production and pricing but also improved customer satisfaction by meeting individual demand from telecommunications customers for telecommunications products. This article is from two angles of modularization design and dynamic pricing to study customization telecommunication products, it both solved the problem of how to improve the production efficiency of telecommunication enterprises in mass customization and the corporate profits by reasonable pricing, and the problem of how to deal with individuation and differentiation of customization demand of telecommunications customers, thus enable both the enterprise interests and the interests of customers with each other to realize a win-win situation.
This paper first retrospects the related literature of telecommunication service product theory, telecommunication product design theory and telecommunications products pricing theory systematically, points out the modularization design of the customization telecommunication products is the way for telecommunications enterprise to meet consumer personalization needs, and rely on high efficiency and high yield of customize economy provides an ideal path to product customization telecommunications products and service. Then, from two angles of the economics and management discussing the customization generation mechanism of telecommu-nications products. Guided by meeting customers' demands, based on correlative product group and taken modularization as the core to structure the telecommunication product customization theory framework model. From customer relationship management (CRM), modularization of product group, flexible organization management, module partition of telecommunications products and module configuration of telecommunications products and other aspects to discuss the key technology of modularization design of telecommunications products.
Secondly, analyzing modularization design mechanism of customization telecommunications products from the two points of applicability and necessity. Elaborated the structure type which suitable for customization telecommunications modularization, telecommunication service products component hierarchical division was analyzed, the structure mapping relationship of customization telecommu-nications products was analyzed by function module and physics module. The design framework, principle, method and process of customization telecommunications products based on modularization was discussed. The influence of the module size on modularization design of customization telecommunications products was analyzed. Based on the principles and methods of structuring ideal product configuration, a product configuration model based on GBOM structure of modularization product group is developed. This article provides three configure modules of basic module, compulsorily module and selectable module, and the composing of configuration modules, modules and the constrain relations among their attribute. In the process of configuration, configuration rules and module configuration variables are given, and using instance describes the demand characteristic of the customer segmentation of telecommunications products, elaborated the configuration and the generation process of the customization telecommunications products.
Then, based on the distribution of network module traffic and price discrimination, these article explored the problem of dynamic pricing in telecommu-nications network module products. Considering dynamic pricing problem of the capacity assignment and price discrimination of customization telecommunications products, and constructs a dynamic pricing model. The simulated annealing algorithm is employed to obtain the solution of this model, according to the specific decision conditions of telecommunications network module operators. The feasibility and effectiveness of the dynamic pricing model with an instance is proved. After that, the article analyzed the price characteristics and the method system of price policy of customization telecommunications products, and carried empirical study on the factors such as cost, market, users and government on affecting telecommunic-ations business pricing decisions. Points out that the user needs is key factors influence telecom operators pricing under the condition of mass customization, and from the three perspectives of standardization, differentiation, combination of customization telecommunications products pricing strategy is put forward. This research result provided a scientific basis and instruction meaning for dynamic pricing decision of customization telecommunications products.
Finally, an example is given to show the system design of customization telecommunications products modularization. The establishment of the customer demand questionnairethe and function decomposition model, structure hierarchy model and configuration model of customization telecommunications products was described. The importance of case base on modularization design of customization telecommunications products and its design rationale is expounded. The article introduces the telecom carriers are developing products&sales management system, and apply this system to verify the feasibility of the proposed configuration method.
本文首先对电信服务产品理论、电信产品设计理论、电信产品定价理论的相关研究文献进行了系统性总结与综述,指出定制电信产品的模块化设计是电信企业满足消费者个性化定制需求,以定制经济的高效率、高收益生产和提供定制电信产品和服务路径,然后从经济学角度和管理学角度两个方面阐述电信产品定制化产生机制；以满足客户需求为指引,以相关产品族为基础,以模块化为核心构建电信产品定制化实现理论框架模型;从客户关系管理、产品族模块化、组织柔性管理、电信产品模块划分、电信产品模块配置等方面论述定制电信产品模块化设计的关键技术。
其次,从适用性和必要性两个角度分析定制电信产品模块化设计机理。阐述了适合定制电信模块化结构类型,分析了电信服务产品构件层次划分,通过功能模块和物理模块分析了定制电信产品结构映射关系。论述基于模块化的定制电信产品设计框架、原则、方法和流程。分析模块粒度对定制电信产品模块化设计影响。依据构建定制产品配置方法原则,建立了基于产品族结构GBOM的产品配置模型,并给出了基本模块、必选模块和可选模块三种配置模块以及模型中配置模块构成、模块及其属性间约束关系。在配置过程中,给出了配置规则和模块配置变量,并结合实例描述了客户细分电信产品需求特征阐述了定制电信产品配置与生成过程。
然后,对定制电信产品价格特征以及价格决策方法体系进行分析,并对影响电信业务定价决策的成本、市场、用户、政府等因素进行了实证研究。指出用户需求是影响大规模定制条件下电信运营商定价关键因素,电信运营商必须从用户需求角度去对定制电信产品进行动态定价。接着,探索了基于网络模块流量分配和价格歧视电信网络模块产品动态定价问题,考虑容量分配与价格歧视的定制电信产品动态定价问题,并构建了动态定价模型。根据电信网络模块运营商具体决策条件,选取量子模拟退火算法进行求解。通过实例验证了该动态定价模型可行性与有效性。并从标准化、差异化、组合化三个角度提出了满足用户需求的定制电信产品定价策略。这为今后定制电信产品动态定价决策提供了很好理论基础和指导意义。
最后,以实例介绍了定制电信产品模块化的系统应用。描述了客户需求调查表的建立,叙述了定制电信产品的功能分解模型、结构层次模型和配置模型,阐述了实例库对于定制电信产品模块化设计的重要性及其设计原理。最后,介绍了目前正在电信运营商开发设计的产品&销售品管理系统,并应用本系统验证了本文提出配置方法的可行性。
One of the fundamental problem perplexes telecommunications enterprises management a long time is the contradiction between scale and efficiency of the increment but not increase income. In order to solve this problem, mass customization production mode with the combination of dynamic pricing provides an effective solution channel. Modularization design of telecommunications products for mass customization based on the design concept of customer oriented, by constructing GBOM structure of modularization product group which can response to different customer needs and easy to variant, according to the attribute evaluation and configuration rules to match and assemble products to meet customer needs flexible and efficiently. The article applies the ideology of revenue management to the mass customization production mode. Implement dynamic pricing not only improved the profit of enterprise by promoting the telecommunications enterprises reasonable production and pricing but also improved customer satisfaction by meeting individual demand from telecommunications customers for telecommunications products. This article is from two angles of modularization design and dynamic pricing to study customization telecommunication products, it both solved the problem of how to improve the production efficiency of telecommunication enterprises in mass customization and the corporate profits by reasonable pricing, and the problem of how to deal with individuation and differentiation of customization demand of telecommunications customers, thus enable both the enterprise interests and the interests of customers with each other to realize a win-win situation.
This paper first retrospects the related literature of telecommunication service product theory, telecommunication product design theory and telecommunications products pricing theory systematically, points out the modularization design of the customization telecommunication products is the way for telecommunications enterprise to meet consumer personalization needs, and rely on high efficiency and high yield of customize economy provides an ideal path to product customization telecommunications products and service. Then, from two angles of the economics and management discussing the customization generation mechanism of telecommu-nications products. Guided by meeting customers' demands, based on correlative product group and taken modularization as the core to structure the telecommunication product customization theory framework model. From customer relationship management (CRM), modularization of product group, flexible organization management, module partition of telecommunications products and module configuration of telecommunications products and other aspects to discuss the key technology of modularization design of telecommunications products.
Secondly, analyzing modularization design mechanism of customization telecommunications products from the two points of applicability and necessity. Elaborated the structure type which suitable for customization telecommunications modularization, telecommunication service products component hierarchical division was analyzed, the structure mapping relationship of customization telecommu-nications products was analyzed by function module and physics module. The design framework, principle, method and process of customization telecommunications products based on modularization was discussed. The influence of the module size on modularization design of customization telecommunications products was analyzed. Based on the principles and methods of structuring ideal product configuration, a product configuration model based on GBOM structure of modularization product group is developed. This article provides three configure modules of basic module, compulsorily module and selectable module, and the composing of configuration modules, modules and the constrain relations among their attribute. In the process of configuration, configuration rules and module configuration variables are given, and using instance describes the demand characteristic of the customer segmentation of telecommunications products, elaborated the configuration and the generation process of the customization telecommunications products.
Then, based on the distribution of network module traffic and price discrimination, these article explored the problem of dynamic pricing in telecommu-nications network module products. Considering dynamic pricing problem of the capacity assignment and price discrimination of customization telecommunications products, and constructs a dynamic pricing model. The simulated annealing algorithm is employed to obtain the solution of this model, according to the specific decision conditions of telecommunications network module operators. The feasibility and effectiveness of the dynamic pricing model with an instance is proved. After that, the article analyzed the price characteristics and the method system of price policy of customization telecommunications products, and carried empirical study on the factors such as cost, market, users and government on affecting telecommunic-ations business pricing decisions. Points out that the user needs is key factors influence telecom operators pricing under the condition of mass customization, and from the three perspectives of standardization, differentiation, combination of customization telecommunications products pricing strategy is put forward. This research result provided a scientific basis and instruction meaning for dynamic pricing decision of customization telecommunications products.
Finally, an example is given to show the system design of customization telecommunications products modularization. The establishment of the customer demand questionnairethe and function decomposition model, structure hierarchy model and configuration model of customization telecommunications products was described. The importance of case base on modularization design of customization telecommunications products and its design rationale is expounded. The article introduces the telecom carriers are developing products&sales management system, and apply this system to verify the feasibility of the proposed configuration method.
引文
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