我国移动增值业务正处于快速发展阶段。随着运营商竞争重心的转移和3G应用的到来,该领域将出现激烈的竞争。作为重要的营销要素和竞争手段,定价策略在运营商营销战略中占有重要地位。本文着重从定价的影响因素、定价的模式以及定价建议这三个方面对移动增值业务定价策略进行讨论。 China’s mobile value-added services are in rapid development stage. As operators shift the focus of competition and 3G applications, there will be fierce competition in this area. As an important marketing element and means of competition, pricing strategy occupies an important position in the operator’s marketing strategy. This article focuses on the pricing of mobile value-added services pricing strategy from the three aspects of pricing factors, pricing models and pricing recommendations.