Research On Market Mechanism And Efficient For Mobile Service In Communication Industry

The market mechanism, an economic operational mechanism, in which the function of the market is achieved, refers to the relationship and function of such elements of supply and demand, pricing, competition, risks. From the view point of welfare economics, efficiency refers to the use of the smallest social cost to maximize the socio-economic output. The standard yardstick for measuring the efficiency of the social welfare is the total contribution, including indexes such as the consumer's surplus, producer's surplus and the external effects. Of the three indicators, consumer's surplus is of fundamental importance. This dissertation discusses the development of China Unicom and its mobile business by making deep research into the key factors influencing the market mechanism and efficiency of China Telecom industry such as supply and demand, price, competition, risk and consumers. The main research includes:(1) Through the analysis of the industry status, together with the PEST analysis on China Unicom, the dissertation discusses the development opportunities, constraints and problems which China Unicom's mobile business faces. On the basis of the given concept of mobile service, the dissertation describes the characteristics of mobile business and the business operation model, and also makes a detailed analysis of the problem of the prototype and the improved model of mobile business operations, the industry value chain and so on.(2) The study on the beginning of China Unicom's mobile business competitiveness, and access to the China Unicom's preliminary understanding of the impact on the mobile business development by comparison and evaluation of the indicators in specific conditions of the carrier enterprise' competitiveness. By which the study analyzes the situation related to strategic risks of mobile business competition, also estimates the demand relation and effects of mobile business market combined with Marshall Demand function.(3) Study the mechanism and efficiency of China Unicom's mobile business from the customer's perspective, including the key element analysis of customer choosing China Unicom first, the customer satisfaction index of mobile business, the customer loss forecast of mobile business, the customer order and maintaining of Mobile-business, the customer perceptual evaluation of mobile business.Using the PLS path analysis to build customer satisfaction index model of mobile business according to the customer satisfaction and positive testing of the relevant factors, which comes to the important indicator variables affect the customer satisfaction of mobile business. Constructing the customer loss forecast model based on Bayesian network to identify the reason of off-grid customers according to case studies, reaching the customer loss rules by the characteristics analysis of classification. Constructing the customer-order evaluation index system of mobile business based on customer lifetime value and customer development potential by using the K-Means clustering fast Algorithm, and giving a detailed analysis of the results of customer order and making recommendations to maintaining customers. Constructing the mobile business evaluation index system based on customer perception by using the fuzzy comprehensive evaluation method, and the evaluation model has a good interpretation of mobile business development status for mobile operators to expand mobile business provides a strong basis.(4) Expounding on the pricing model and factors of mobile business and constructed the carrier's bidding strategy game model with the relatively broad assumptions using game theory methods. From the perspective of game analysis, combined with the evolution of telecommunications market structure, trying to study the telecommunications market price competition to take countermeasures or design a different pricing model.Through the creation and distribution of the market supply quantify the value-added business value in order to have the right to decide the price of the main game value-added services price threshold. Given the description relationship between dynamic price adjustment mechanism and the general conditions of the pricing convergence, in theory, it proved that the final price of value-added services in the convergence of optimal marginal overall price. In accordance with the requirements of package rates, designed the evaluation index system of Package fees, combined package model with comprehensive analysis, to evaluate the various tariff packages within its brand and to measure the real value of the package and to cut the little package.(5) Through the research of the above aspects of mobile business, the dissertation puts forward reasonable proposals or specific measures in terms of the effective development of mobile business, the enhancing of customer value, the model of business expansion, and the price charging mechanisms, and the development strategy and so on.