Author :
Abstract
Bu çalışmanın amacı temel fiyatlandırma süreçlerini inceleyerek mobil telekomünikasyon piyasalarının kendine has karakteristiğinin dikkate alarak temel fiyatlandırma yöntemlerine dayalı geliştirilen yeni ve yenilikçi fiyatlandırma stratejilerini tartışmaktır. Çalışma mobil telekomünikasyon piyasalarında kullanılan fiyatlandırma süreçlerinin daha iyi anlaşılmasına çalışmakta ve herhangi bir hipotez veya teoriyi test etmemektedir. Bu bağlamda öncelikle fiyatlandırmanın hedefleri kar, satış ve durum odaklı hedefler olarak üç kategoride incelenmiş ve fiyatlandırma kararlarını etkileyen faktörler iç faktörler ve dış faktörler olarak tartışılmıştır. Ardından fiyatlandırılma yöntemleri maliyet bazlı, talep bazlı ve rekabet bazlı olmak üzere üç temel yöntem olarak ele alınmıştır. Mobil telekomünikasyon piyasalarında fiyatlandırma süreçlerinin belirleyici faktörlerinden olan abonelik türleri ve faturalandırma yöntemleri incelenmiştir. Bu bağlamda ön ödemeli ve faturalı aboneliklerin avantaj ve dezavantajları ortaya konmuş ve arayan öder ve aranan öder faturalandırma yöntemleri karşılaştırmalı olarak analiz edilmiştir. Son olarak mobil telekomünikasyon piyasalarında en çok karşılaşılan fiyatlama stratejileri olarak iki kısımlı fiyatlandırma, sabit fiyatlandırma, indirimli fiyatlandırma, paket fiyatlandırma, kaymağı alma fiyatlandırma, penetrasyon fiyatlandırma ve işbirlikçi fiyatlandırma stratejileri Türkiye Mobil Telekomünikasyon Piyasası’nda karşılaşılan örneklerle tartışılmıştır.
Keywords
Abstract
The aim of this study is to discuss new and innovative pricing strategies based on basic pricing methods by examining basic pricing processes and taking into account the specific characteristics of mobile telecommunications markets. The study attempts to better understand the pricing processes used in mobile telecommunications markets and does not test any hypothesis or theory. In this context, the objectives of pricing are examined in three categories as profit, sales and status-oriented objectives and the factors affecting the pricing decisions are discussed as internal factors and external factors. Then, pricing methods are considered as three basic methods: cost-based, demand-based and competition-based. Subscription types and invoicing methods are examined which are two of the determining factors of the pricing processes. In this context, the advantages and disadvantages of prepaid and postpaid subscriptions are established and two invoicing methods; calling party pays and receiving party pays are analyzed comparatively. Finally, as the most common pricing strategies in mobile telecommunications markets which are two-part pricing, flat rate pricing, discount pricing, bundling pricing, skim pricing, penetration pricing and cooperative pricing strategies are discussed with examples encountered in mobile telecommunications market of Turkey.
Keywords
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