Yield management, dynamic pricing and CRM in ...（收益管理、动态定价和CRM在u2026）.pdfVIP

Yield management, dynamic pricing and CRM in telecommunications ´ ´ Frederic Jallat ESCP-EAP, European School of Management, Paris Graduate School of Business, Paris, France, and Fabio Ancarani Alma Mater Studiorum, University of Bologna, Forli, Italy Abstract Purpose – The purpose of this paper is to show how yield management and dynamic pricing, which originated in the airline industry, are now diffusing in other service industries. The aim is to demonstrate that these techniques can be profitably applied to telecommunications and similar sectors and to examine the particular conditions of their implementation, development and efficiency. Design/methodology/approach – The main concepts of yield management, dynamic pricing and CRM are carefully scrutinized. Also discussed is the concept of natural demand curve that aims at reaching a better compromise between the capacity of a company and the demand in an environment where services cannot be sold in advance. In order to sustain the analysis and demonstrate its managerial implications, five case studies are presented that exemplify some aspects of yield management techniques in the telecommunication sector. Findings – Since the telecommunications are undergoing a process of increased competition and dynamic convergence, yield management techniques can help telecom operators to optimize the benefits they can derive from a subtle management of information networks and partnerships. However, such an approach is more difficult to implement in the telecommunication industry than in the airlines sector because of the difficulty to control (and sometimes refuse) network access to customers.