Journal of Northeastern University Natural Science ›› 2016, Vol. 37 ›› Issue (4): 599-603.DOI: 10.12068/j.issn.1005-3026.2016.04.030

• Management Science • Previous Articles     Next Articles

Selection Method of Sales Scheme for Mobile Phone Product and Telecommunication Service Suite Bundling

YUAN Yuan, FAN Zhi-ping, YOU Tian-hui   

  1. School of Business Administration, Northeastern University, Shenyang 110167, China.
  • Received:2015-02-06 Revised:2015-02-06 Online:2016-04-15 Published:2016-04-05
  • Contact: YUAN Yuan
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Abstract: Aiming at the situation that mobile phone product and telecommunication service suite are sold in bundles with different discount, a selection method of sales scheme was proposed. Based on market survey and segmentation, the expected monthly payment and customer lifetime value were firstly calculated with respect to each bundling sales plan in the schemes. The customer utility of each bundling sales plan was then calculated, and the choice probability of the customers with respect to each bundling sales plan was obtained by using the multinomial Logit model, with the expected profit of each sales scheme calculated. The sales scheme with the highest expected profit was selected as the final sales scheme. A numerical example was given to illustrate the feasibility and validity of the as-proposed method.

Key words: mobile phone product, telecommunication service suite, sales bundling, customer lifetime value, customer choice probability

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