英国电信营销中的定价策略研究

英国电信是世界范围内所有电信企业的龙头，它的发展经历成为其他国家借鉴学习的经典“教材”。英国电信的营销是成功的典范，其制定定价策略的成功经验，是我国电线业在改革与发展过程中，必须要借鉴的。定价策略作为营销策略中最重要的一个部分，它起到杠杆的作用，是交易成功的关键。本文通过分析英国电信市场的环境与英国电信企业的定价策略，将其经验与我国电信业的发展相结合，为我国电信业发展提供理论基础。

关键词：英国电信；电信营销；定价策略
Abstract
As British Telecom plays a leading role in the telecommunication all over the world, the experience of its development is a classical example for other companies alike to study. British Telecom’s marketing is a successful model. During the Chinese telecommunication reforming, it is necessary to refer to the successful experience for formulating pricing strategy. Pricing strategy, as the key of transaction, is the most important part of marketing strategy. This thesis analyzes the circumstance of British telecommunication market and enterprises’ pricing strategy and combines them with the development of China Telecom in order to supply a theoretical foundation for China Telecom.

Key Words: British Telecom; Telecom Marketing; Pricing Strategy

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