Research For Differentiated Marketing Pricing Of Telecom Products

Telecom Operation is a strategic industry of the national economy. It is one of the most important informationization of the information infrastructure as well as the essential Integral part in people's lives. In recent years, China's Telecom Operation has rapid development, and the grades are remarkable and significant. Increasingly, the telecommunication products are richer and richer, the services are improving, and the fees are declining day by day. The time of the standard 3G services will arrival after the major reorganization in 2008. And the competition between different Telecom Operators will become more and more intense. In our country, the three Telecom enterprises will all take advantage of its authority to extend 3G services market. This will certainly change the pattern of telecommunication industry. Therefore, it is particularly necessary for Telecom Operators to settle the opportunity and the challenge under our research for the strategy and tactics of pricing.In this paper, the author take the theory of microeconomics, managerial economics and marketing management as a basic point, then use the knowledge of price discrimination, two-part pricing, bundling and the peak load pricing to analysis for telecommunication products'strategic marketing. The author believes that the essence of marketing pricing is that Telecom Operators try their best to improve consumers'value for their products and try to compete for the consumer surplus maximally. Based on this, we will analyze the question of telecommunication products'strategy pricing. Then the author takes China Unicom as a case, and carries on the analysis of China Unicorn's strategy pricing. In this way, we will demonstrate the feasibility of the theory, and enhance its explanation power by getting the theory and practice together. Finally, under the elaboration of these two parts, the author will give some advices.