Research Of Broadband Pricing Strategy Based On Customer Percieved Value

Broadband network has already become the main social tide and the inevitable trend of society informatization. In the increasing sprawl of 3G network, so is the development of wireless broadband goods. In recent year, the pricing problem of broadband has become the social focus. However, as there are low marginal cost and complex cost structure of telecom information goods, traditional pricing methods which based on cost or oriented by competition will be inapplicable to data business such as wireless broadband network. It can be said that telecom operators have both opportunities and challenges facing the information goods age. And it is very important for the operators to find the reasonable basis and workout the effective method for pricing to gain in competition.Based on relative theory research in both domestic and foreign, a pricing model of wireless broadband is established on the basis of customer perceived value (CPV). According to a hierarchical multilevel organization of CPV, the influencing factors of customer perceived value of wireless broadband business is analyzed from the perspective of features of broadband goods.In the empirical study, the wireless broadband business of a telecom operator A is taken as an example, with the method of structural equation model, the above influencing factor model is verified and the function mechanism of CPV pricing is worked out. The customer perceived value contains of three aspects, which are the functional value, the sentimental value and the social value. The above three aspects differently influence on CPV pricing through two middle variables (product cognition and price satisfaction). By calculating the customer perceived value of the wireless broadband product of A, the current pricing strategy is modified, which provides important significance in both theory and practice.