壟斷情境下電信營運商之費率研究-以行動上網為例

Abstract

本研究旨在探討壟斷市場下，電信營運商該如何收費才能滿足不同需求的消費者，為此我們設計的訂價方法為混合兩階段訂價 (two-part pricing) 以及「吃到飽」訂價 (flat pricing) 的資費結構，以便解決欲達利潤最大化的訂價問題。電信營運商提供K種方案資費給消費者選擇，前K-1個方案為兩階段訂價，最後第K方案為吃到飽訂價；兩階段訂價的資費內容包括月租費ri、限額流量hi以及超額費率mi，收費模式為消費者每月須支付月租費，其使用量不得超過限額流量，當消費者使用量超過限額流量，那麼消費者必須額外以量計價，支付每超過一單位的超額費率，而吃到飽訂價的資費內容只有月租費rK，收費模式為消費者每月支付月租費，其使用量沒有限制，也就是限額流量沒有範圍限制(hK=∞)且不存在超額費率(mK=0)。本研究最終期望得到最佳方案數量K以及最佳費率(ri,hi,mi)，以達到電信營運商利潤最大化的目的；此外本研究所假設的消費者預算及需求函數可從市場調查得來，此方法較能應用於真實世界。

This research investigates how a monopolistic mobile operator shall charge customers with various demands in order to maximize its profit. The pricing methods involve two-part pricing scheme and flat pricing scheme. An alternative i of the two-part pricing scheme can be represented by (ri,hi,mi) which denotes that a customer adopting this alternative has to pay ri dollars each month if his monthly usage is no more than hi GHZ, and has to additionally pay mi dollar per extra GHZ when his monthly usage exceeds hi GHZ. A flat pricing scheme can be represented by (rk, hk=∞, mk=0) which denotes that a customer can use as much GHZ as he wish once he has committed to pay rk dollars each month. Namely, there are K pricing alternatives(ri,hi,mi) 1≤i≤K, the first K-1 alternatives are of two-part pricing schemes and the last one is of flat pricing scheme. The study attempts to optimally determine K and (ri,hi,mi) 1≤i≤K in order to maximize the profit. In the study, we assume that the probability distribution of customers’ budgets and demand quantity in terms of internet services could be obtained by market surveys.