| Summary: | 碩士 === 國立臺灣大學 === 工業工程學研究所 === 101 === 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.
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