數據服務資費─無限方案與以量計價方案之最適定價策略研究

Abstract

隨著科技的進步與製造技術的創新，智慧型手機近年來的快速發展帶動了人們對於行動數據需求的激增。但暴增的行動數據使用量，卻無法立即為電信上帶來更多的利潤，反而為電信商的營運帶來威脅，而不符合多數消費者需求的方案設計，同時影響了電信商的收益。因此，最有效且適當的方法便是透過改變數據服務的訂價模式以解決面臨的困境。 本研究目標為最大化電信商的總收益並假設電信商提供兩種資費方案，分別為吃到飽方案與一般方案。將顧客的購買決策因素─對於數據服務之保留價格與使用量納入顧客的購買效用函數中並利用個人理性限制(Individually Rational Constraints)與激勵相容限制(Incentive Compatibility Constraint)建構一個由顧客保留價格與使用量兩者權衡，及兩種方案價格拉扯關係共同影響電信商收益的訂價模型。在探討最大化收益時，為求得解析解本研究假設顧客保留價格與使用量服從均勻分配並利用所得結果進行參數的分析。本研究放寬顧客保留價格與使用量為均勻分配的假設，根據不同實際市場狀況以不同機率分配模擬出四種相異情境，以探討電信商在面對顧客購買決策因素變動時，所應採取的相對訂價策略。 最後，透過數值分析與情境模擬結果觀察出各方案服務水準差異與顧客保留價格為影響電信商定價策略的兩個重要因素。因此，本研究建議電信商在面對任何市場環境時，應先採取提升顧客保留價格銷售策略。同時，應適當區分各種方案的服務水準以滿足不同消費族群，利用差別取價手法將市場適當區隔以最大化自身收益。

The rapid development of technology makes smartphones become more powerful and smartphones start to be considered as compact computers. In addition, an enormous number of applications for smartphones are developed, which further contributes to growth of the usage of the mobile devices. Therefore, the service of data plan on smartphones seems to be necessity nowadays. However, the increased traffic is a threat instead of an opportunity to the providers’ revenue. Hence, adjusting the data plan become one of methods that provider can adopt to increase and manage the revenue efficiently. The research focuses on constructing a pricing model of different data plans which maximizes the profit for a provider. We assume that the provider only provides two kinds of data plan which charges customers fee by “fixed-fee” and “usage-based”. Moreover, we take customers’ reservation price for data service and usage into consideration when formulating the customers’ utility function, and then adopt Individually Rational Constraints and Incentive Compatibility Constraint to build the pricing model. The provider can derive the optimal pricing decisions by the pricing model. Further, through the numerical studies, the research summarizes that the provider can properly distinguish the service level of each data plan to achieve the market segmentation and gain more consumer surplus.