The Pricing Strategy of the Third Generation Telecommunication Products

• Main Authors: Boa-Shyang Lin, 林保祥
• Other Authors: Feng-Jyh Lin
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/98702428024827597789

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 94 === We investigate the strategic advantages and 3G product’s pricing strategy of WCDMA operators based on the case studies. Three companies are selected as cases, CHT, FET, and VIBO. We also examine the relationship between the short-term price strategy and network technology. The findings are as follows, 1. The choice of the new technology has great impact on the system operator. 2. The competitive position among operators is significantly related to the 2G-network resource. 3. The network plan and its scale will affect Network quality of the Mobile Communication. It also has an effect on the products and prices of 2G and 3G-licensed operators. 4. The competitive position and the scale of the operator will affect the product’s pricing strategy. 5. The new competitor has a local effect on the price of the traditional telecommunication product. It will not raise a dead price heat. Two major factors that affect the 3G operators to decide the prices are “the choice of the network technology” and “the scale of the network”. For the consumers in Taiwan, the seamless coverage is the major concern. Only the good quality and the low price raise the competitiveness.