罗兰贝格-自有渠道价值评估培训材

20075
_20070517
A.
1.
2.
B.
1.
2.
C.
1.
2.
3.
D.
1.
2.
3.
E.
1.
2.
45
45
90
90
90
_20070517
A.
_20070517
2004
T-Mobile
35%
900
Sprint Nextel
46%
800
Cingular
47%
Verizon Wireless
65%
2,600
1,900
2005

900
1,600
2,100
AWE
2,100
Store within a store
_20070517

:ARPU
Yankee Group 2006
_20070517
_20070517
Verizon
[]
1,875
1,300Kiosks
575 YZW-staffed store in a store
1.2
2003
1.4
1.6
2004
2005
_20070517
[%]
[%]
50
43
26
25
14
63
20
35
29
27
7
2006, : 2100, :
_20070517
30
25
~30%
~28%
24%
20%
20
19.55%
15

10
5
0
4.75%
**
(
)()
(+)
* 20066/7
** 2005
CDMA**
_20070517
2004-2010 [:10]
12
5
117106.6
11.25
10.5
9.75
9
2004
Yankee Group, 2006
2005
2010e
_20070517
10
_20070517
11
13G
XAB53G
YCD33G
A2G2G
C2G2G
B3G
2G
D2G3G
2GD
C
B3G
AB3G
CD
CD3G
_20070517
12
3G
Vodafone
32002
KruidavatKruidavat6
1900280
VI
Vodafone
3Carphone
Dixonphone4u
3G
3
_20070517
13
B.
_20070517
14
(/
)
(
/)
()
//

IT

_20070517
15
_20070517
16
()
()
2005
2006
_20070517
17
2
3
_20070517
18
_20070517
19
(AMPU)
AMPU
ARPU
_20070517
20
Vodafone Romania

ARPU
=
=
= 0.28USD/
_20070517
21
_20070517
22
C.
_20070517
23
C.1
_20070517
24
_20070517
25

()
()
(7)

(
/)
(
/)
_20070517
26

()
()

_20070517
27
()
(SAC)

_20070517
28
_20070517
29
_20070517
30
_20070517
31
_20070517
32
BOSS
_20070517
33
N *
i=1
i
Ii
(N8)
_20070517
34
2005 []
(
) [/]
[/]
[/]
[/]
150
60
27
50 55
80
25
51
72
55
36 50
70
30
50 55
21
42
50
27
50 55
18
2006 []
(
) [/]
[/]
[/]
[/]
39
200

60
50 60
28.9
26
80
70
60
38 50
32
50 60
50
50 60
28.7
16
17
2006
_20070517
35
1)
2)
3)
4)
_20070517
36
(1/2)
n * (/ n )
=i=1
i
i
i=1
(n=)
2005
()
2006
()
993,378 73,008
23,773
186,319 10,659
783,286 57,466
1,252,266 96,227
256,007 36,073 1,358,466
4,882
4,472
790
33,917
36,603 23,654
257,236
214,932 11,629 1,067,313

46,565 353,762
1,748,819
27,450
5,391
6,335
9,078
48,254
244,917
9,238
46,565
41,652
342,372
979,900 81,598 182,782 303,031
1,547,311
2005 (/)=28
=123
=26
=22
(/)
25
60
55
27
51
28
150
80
55
36
72
123
21
70
55
30
42
26
18
50
55
27
39
22
26
60
60
29
29
200
80
60
38
138
17
70
60
32
26
16
50
60
29
25
2005 ()
2006 ()
2006 (/)=29
=138
=26
=25
20052006
_20070517
37
(2/2)
n /n
= i=1
i
(n=)
(/)
2005
()
2006
()
[/]
25
60
55
27
51
44
150
80
55
36
72
79
21
70
55
30
42
44
18
50
55
27
39
38
26
60
60
29
44
200
80
60
38
95
17
70
60
32
45
16
50
60
29
39
95
79
44
44
2005
38
44
45
39
2006
_20070517
38
/0.6%
1.5%
(2005-2006)
1.5%
1.5%
1.0%
1.0%
1.0%
1.0%
1.0%
0.6%
1.0%
0.7%
1.0%1.0%
0.8% 0.8%
0.6%
0.7%0.7%
2.5%
2.0%
1.5%
2.0%
1.5%
1.5%
1)
1) 0.6%220
200681.3/
_20070517
39

100/
(2005-2006)
[]
100
100
60
100/
30
20
1)
_20070517
40
1.65/
(2005-2006)
3.0
2.0
1.0
0.6
0.0
0.0
,
1.65/
1)
_20070517
41

7/
2005-2006 1)
[/]
7.0
5.0
5.0
5.0
3.9
7/
2.0
2)
1) GPRSeSP
2) 5/1/
_20070517
42
_20070517
43

(3)

(3)
30
(3)
_20070517
44
60
[]
35,082
32,2051)
41,447
58,463
15,219
5%
0%
6%
7%
5%
0%
4%
4%
6%
6%
32%
34%
23%
27%
41%
38%
36%
36%
56%
26%
18%
14%
18%
1%
6%
4%
7%
1%
6%
38
8%
2% 3%
9%
1%
12%
150m
80m
56m
2004.2
2006.1
2005.4
60
1)
_20070517
45
[] ()
2006.1
25 11
55
725/
409
169
277/
2004.2
17
48
33
2004.5
371/
24
59
79
100
59
41
68
15
17
137
33
30
208/
95
29
2004.2
13 0
_20070517
46
C.2
_20070517
47
()
[]
10000
10000
9,100
8000
7,800
8000
Lifetime Subscriber NPV
6,800
6000
5,800
6000
4000
4000
3,800
ARPU
4,800
-2,800
2000
2000
1,800
0800
-2000
12
18
10
ARPU
-200
-2000
_20070517
48

ARPU

VIP
100
_20070517
49
ARPU
ARPU
=
-
**
=
ARPU
-
ARPU*
=
ARPU-
ARPU*
_20070517
50
2005-2006ARPU
2005
2006
2005
78
69%
48.6 46.7
2006
65
67%
65%
72
41.2 39.3
61
63%
APRU
APRU
APRU
2006
2005
42.8
84.3%
83.9%
APRU
2006
118.3
120.9
90.2
89.4
34.2
APRU
APRU
APRU
_20070517
51
68.5%
70.8%
72.2%
70.1%
71.7%
59.6%
59.6%
59.6%
59.6%
59.6%
20061-6
50.1
20061-6
ARPU []
42.2
45.3
47.8
42.2
42.2
43.6
56.7%
59.6%
59.0%
59.6%
59.6%
41.4%
48.8
38.2
37.1
42.2
42.2
477
-113
42.2
42.2
-6,032
-5,701
32.5
42.2
ARPU
8,671
20061-6
[]
2,895
-5,447
-14,287
ARPUARPU
_20070517
52
_20070517
53
_20070517
54
= *
* 10086/1860
= *
*
10086/1860
=
*
VIP
= VIP *
* VIP
VIP
=VIPARPU/
ARPU
= *
_20070517
55
/
/
BOSS
10086/1860
10086/1860
_20070517
56

13
123%
98%
105%
99%
8
6
4.4
35%
20%
1.1
1)
: ;
_20070517
57
10086/1860
10086/1860 [] 1)
280,931
1,886,100
2,335
10086/1860
2,353,147
10086/1860
=
10086/1860
2)
2,353,146.7
2,757,327
57,546
47,442
78,793
0.85/
10086/1
860
1) ,10086/186012580,10086/1860
2) 10086/1860
_20070517
58
: []
2006 [/]
266
50.0
185
158
104
50.0
40.2
35.0
31.4
121
9.1
: ;
1)
1)
_20070517
59
VIP = VIP x x VIP

VIP ()
111
106
105
VIP
ARPU)
517.92
110
VIP
101
94
62.86
2006/1
2006/2
2006/3
2006/4
2006/5
2006/6
ARPU
VIPARPU
VIP
517.92
=
-1 = 7.24
62.86
_20070517
60
= x
_20070517
61
(2006)
122,102
64,420,119
415
6.5%
1722
46,504
3.5%
161
70%
2005
2006
2005
2006
2005
2006
1)
1) = /
_20070517
62
10086/1860
/
3%
10%
33%
15%
2%
2%
54%
13%
33%
3% 11%
7%
14%
3%
10086/1860
_20070517
63
_20070517
64
38
20061-6
(21)
(14)
45%
38%
55%
62%
(24)
552,11914,529
2,238
(17)
1,830,412
48,1698,026
_20070517
65
C.3
_20070517
66
_20070517
67
_20070517
68
_20070517
69
_20070517
70
(1/2)
[%]
[]
[]
[]
/ [%]
/ [%]
[%]
[]
[]
[]
[%]
[%]
[]
[%]
[%]
GSM [%]
[%]
[]
[]
[]
[]
[%]
[]
[]
[]
_20070517
71
(2/2)
[%]
[]
[]
[]
[%]
[]
[]
[]
[%]
[%]
[%]
[%]
[%]
( []
(/
) []
100 []
[%]
[%]
[]
[/]
[/]
[/]
[]
[]
[%]
[/]
[]
[]
[]
_20070517
72
VIP
= 3/
= /
= VIP/
= 3
/
CRM
_20070517
73
= /
=
/
=
/
= /
= /
= /
= /
SAC
_20070517
74
_20070517
75
_20070517
76
/
/
_20070517
77
_20070517
78
_20070517
79
()
_20070517
80
(
)

ARPU
(VIP)

_20070517
81
D.
_20070517
82
D1.
_20070517
83
1.
2.
3.
_20070517
84
70
2006
2006
[]
2006
[]
200.2
99.2
6.6
7.6
14.9
25.3
55.1
67%
33%
3.5
3.4 7.5
11
45.7
28.1
90.7
_20070517
85
20061-6
[/]
[/]
9,072
8.03
5,506
2,530
3.50
1,500
2.25
755
662
[/]
10,052
1.70
1.30
1.19
[/]
9,494
459
5,288
6,230
292
297
6,125
3,796
1,889
247
170
170
273
_20070517
86
20061-6
4%
5%
17%
24%
14%
22%
8%
13%
30%
13%
25%
41%
9%
50%
15%
5%
6%
8%
11%
8%
12%
57%
4%
7%
7%
41%
27%
22%
48%
47%
_20070517
87
0.03
0.02
0.01
0.03
0.004
0.017
0.13
0.08
0.02
0.03
0.03
0.041
()
0.44
0.27
0.19
0.21
0.44
0.427
0.60
0.37
0.23
0.28
0.49
0.5
0.01
0.08
0.06
0.04
0.08
0.06
0.09
0.001
0.01
0.03
0.03
0.01
0.25
0.13
0.04
0.12
0.04
0.06
0.05
0.19
0.49
0.41
0.29
0.24
0.001
0.24
0.17
0.13
0.07
0.12
_20070517
88
[]
/ [/]
[/%]
47,645
95
0.02
348,243
45
0.07
()
1,741,936
39
0.34
2,137,824
43.6
0.43
1,465,363,427
0.6%
0.04
622,227,768
1.5%
0.04
[]
302,513
100
0.14
/ []
32,539,090
1.65
0.25
3,001,859
0.10
[]
()
[]
2006
_20070517
89
1,108
374
139 61
24
1.1 0.35
10,258
5,234
333
6551985
30 92
1)
(
)
53
190
0.11
68
3.28
345
1.57
174
0.5
0.12
0.1 0.03
VIP
20061-6
A
1) ()
_20070517
90
1)
2)
1)
=
2)
- [%]
_20070517
91
20061-6
[/]
[/]
9,894
884
662
1,564
335
175
151
83
242
3,435
500
998
_20070517
92
50-60%
20061-6
9,894
3,435
7%
5%
13%
1,564
884
5%
5%
10%
9%
11%
998
5%
9%
6%
21%
25%
662
28%
35%
52%
50%
22%
23%
41%
24%
18%
4%
5%
24%
9%
6%
4%
7%

40-50%
12%
24%
8%
4%
7%
5%
12%
13%
4%
3%
16%
3%
9%
_20070517
93
_20070517
94
D2.
_20070517
95
()
_20070517
96
(20069)
[/]
0.8
5.7
1.7
0.5
1.4
2.8
2,451
1,130
713
633
495
306
_20070517
97
_20070517
98
_20070517
99
_20070517
100
_20070517
101
//
_20070517
102
_20070517
103
Boss
_20070517
104

*
**
D=A*B
/C
E=F*H
I=D/E
/G
2925
4.098
0.6124
19573
2.4530
1.939
1.265
0.2956
26996
3128
4.830
0.6618
22827
2.4530
1.939
1.265
0.2956
31485
30000
2646
3.535
0.5735
16311
2.4530
1.939
1.265
0.2956
22497
20000
1773
1.697
0.5666
5311
2.3576
1.8637
1.265
0.2032
11086
**/(+BOSS)
_20070517
105

*
**

2925
4.098
0.6124
2.4530
0.2956
26996
11371221
421
458
1.0875
1773
1.697
0.5666
2.3576
0.2032
11086
11000250
917
728
0.7942

*
**

A
a*A
B
b*B
C
c*C
D
d*D
30000
e*E
abcde*
30000=
30693
2155470
72
84
1.1691
_20070517
106
0.4060
1.7747
0.8604
0.6906
1.2360
2.8153
2,784
2,451
0.8927
1,331
1,188
1,381
1,130
713
829
306
[]
443
495
633
400
225
[]
_20070517
107
() [/]
1.5
80%
-4.1
2005
-3.9
-3.3
-9.5
2005
2006
1.8
1.6
1.2
2006
2006
0.0
-3.0
-5.2
-1.4
2005
-4.7
8.1 14.0
2.5
30-80%
-2.3
-3.2
2005
2006
-8.6 -8.0
2005
2006
4.4
30%
2.1
1.5
-3.0 -2.8
2005
-2.6 -2.3
2006
500
0.0
2005
2006
500-1000
5.0
2.2
0.0
-0.9
2005
2006
1000
_20070517
108
2006[/]
2.8
2.7
6.2
10.5
0.4
-1.4
4.0
7.0
-1.3
3.9
1.1
11.4
1.2
-1.9
3.7
2.9
-1.9
-4.3
-0.6
5.8
-2.8
-3.0
2.7
1.6
-0.7
1.9
1.9
10.3
0.6
-2.6
1.6
1.5
_20070517
109
A0
(+)
B/
5%
10%
()
0AB
=-12%
5% ()
5%
()
_20070517
110
1

2

3

]

_20070517
111
D3.
_20070517
112
Aa
3
2.8
134
30%
5.4
7.9
30-80%
9,144
10%
500
5001000
80%
139
12%
1000
100 100
_20070517
113
a
2006
a [ /]
2005
2006
4.9
3.2
2.0
1.1
4.0
0.4
1.3
0.8
a
A
_20070517
114
Aa
20061-6
178
105,566
299
62.8
139
184
1,706
57,564
306
20.8
174
655
23.8
0.1
7.1
8.4
68.4
4231
12.0
2.5
6.3
0.8
2627
30.0
1.1
0.005

9598
5719
_20070517
115
70%
VIP
11%
10%
10.3% 9%
60%
50%
50.4% 40%
8%
7%
6%
VIP
5%
30%
4%
20%
10%
2.4%
3%
2%
1%
0%
0%
2006/1
2006/2
2006/3
2006/4
2006/5
2006/6
2006/1
2006/2
2006/3
2006/4
2006/5
2006/6
VIP
_20070517
116
20061-6 [/]
10.0
11%
7%
11%
7.6
12.0
8.8
3%
5%
3%
9%
5%
4%
13%
20%
26%
1%
9%
1%
2%
3%
14%
19%
4.1
54%
10%
43%
52%
34%
25%
2.5
26%
24%
1%
9%
6.0
18%
15%
2%
9%
[/]
1.3
VIP
9%
23%
45
6%
17%
5%
7%
a
70%

_20070517
117
A
aA
1)
2)
=
A
- [%]
_20070517
118
05
-11.2
05
06
-3.9
06
-1.3
-13.0
05
-11.3
05
-11.1
05
-10.6
05
06
-2.8
06
-2.4
06
-5.1
06
3.7
12.0
0.9
05
11.4
-1.3
05
-0.7
05
1.2
05
06
05
06
05
06
-0.7
-6.5
-5.3
-5.6
05
06
-4.7
-4.4
44
9.6
92%
06
13%
28
92%
88%
20
42%
8%
10.5
06
2005
2006
2005
2006
8.3
0.7
05
06
27.4
24.1
05
06
2.2
2.9
05
06
100
8%
58%

2006

1.3
06
100
_20070517
119
[]
275764
228257
231580
222897
157447
216991
191477
223613
159664
216123
169634
124547
101237
78328
10528
162329
55335
34881
127519
30876
7725
39540
32909
52335
6982
7567
9867
10169
9126
12826
11833
18149
14358
20869
18217
13552
11368
9047
1303
21005
7853
5711
21967
5491
1531
9885
9665
16521
-0.03
-0.03
-0.04
-0.05
-0.06
-0.06
-0.06
-0.08
-0.09
-0.10
-0.11
-0.11
-0.11
-0.12
-0.12
-0.13
-0.14
-0.16
-0.17
-0.18
-0.20
-0.25
-0.29
-0.32
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
-0.12
12%

0
-12%
_20070517
120
E.
_20070517
121
E.1 SSE
(Self-owned Store Evaluation Tool)
_20070517
122
SSEexcel
SSE
SSE
SSE
_20070517
123
SSE
_20070517
124
SSE
1
Excel
_20070517
125
_20070517
126

Excel
Excel
Excel
_20070517
127
BACKUP
SSE
.xlsSSE
Excel
Excel
_20070517
128
BACKUP
SSE
SSE
Excel
_20070517
129
SSE3
3.1
3.2
3.3
_20070517
130
3.1
_20070517
131
3.2
_20070517
132
3.3
(1/2)
_20070517
133
3.3
(2/2)
_20070517
134
_20070517
135
E.2
_20070517
136
_20070517
137
BACKUP
17,583
0%
20,321
53%
_20070517
138
(/
)
(
/)
()
_20070517
139
(1/3)
1.
(
/)
1.1
1.1.1
1.1.1
1.1.2
1.1.2
1.1.3
1.1.3
1.1.4
1.1.4
1.2.1 ()
1.2.1
1.2.2 ()
1.2.2
1.2.3 ()
1.2.3
1.3.1
1.3.1
1.3.2
1.3.2
1.3.3
1.3.3
1.3.4
1.3.4
1.2
1.3
(
)
_20070517
140
(2/3)
1.
(
/)
1.4
(
)
1.4.1
1.4.1
1.4.2 ()
1.4.2
1.4.3
1.4.3
1.4.4
1.4.4
1.4.5
1.4.5
2.1.1
1.1.1
2.1.2
1.1.2
2.1.3
1.1.3
2.1.4
1.1.4
2.1.5
1.1.5
2.2.1 ()
1.2.1
2.2.2 ()
1.2.2
2.2.5 ()
1.2.5
2.
2.1
(
/
)
2.2
_20070517
141
(3/3)
2.
(
/
2.3
(
)
2.3.1
1.3.1
2.3.2
1.3.2
2.3.3
1.3.3
2.3.4
1.3.4
2.3.5 ()
1.4.2
2.4 2.4.1
()
1.4.3
3.1 3.1.1
3.1.1
3.2 3.2.1 ()
3.2
3.3
3.3.1
1.3.1
3.3.2
1.3.2
3.3.3
1.3.3
3.3.4
1.3.4
3.3.5
3.3.5
3.
(
_20070517
142
1.2.1 () (2/2)
1.

4.
/
2.

3.
5.
[//]
[//]
[//]
2005XX
_20070517
143
1.3.2 (2/4)
1.
/
4.
2.
(
)
3.
5.
/ []
/
[/]
/
XX
XX
_20070517
144
E.3
_20070517
145
20061-6
178
105,566
299
62.8
139
184
1,706
57,564
306
20.8
174
655
23.8
0.1
7.1
8.4
68.4
4231
12.0
2.5
6.3
0.8
2627
30.0
1.1
0.005
_20070517
146
20061-6 [/]
10.0
11%
7%
11%
7.6
12.0
8.8
3%
5%
3%
9%
5%
4%
13%
20%
26%
25%
1%
9%
2%
3%
1%

14%
19%
4.1
54%
10%
43%
52%
34%
2.5
26%
24%
1%
9%
6.0
18%
15%
2%
9%
[/]
1.3
VIP
9%
23%
45
6%
17%
5%
7%

70%

_20070517
147
_20070517
148
->
2.1
(
2005720066)
2.2
(
2005720066),
VIP40000/
2.3
55/
23724/
_20070517
149
_________________________________________________________
_20070517
150
_________________________________________________________
10.0
11%
7.6
12.0
8.8
3%
5%
3%
9%
5%
4%
13%
7%
11%
20%
26%
1%
9%
1%
2%
3%
XX
14%
19%
4.1
54%
10%
43%
52%
34%
25%
2.5
26%
24%
1%
9%
6.0
18%
15%
2%
9%
[/]
1.3
VIP
9%
23%
45
6%
17%
5%
7%
XX
XX
XX
_20070517
151
+86-10-84400088612
+86-10-84400088616
+86-13601211194
+86-13588101141
+86-10-84400050
+86-10- 84400050
Email:
tao_chen@cn.rolandberger.com
Email:
hartmut_schnabel@cn.rolandberger.com
_20070517
152
Creative strategies that work
_20070517
153

罗兰贝格-自有渠道价值评估培训材

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

罗兰贝格-自有渠道价值评估培训材

Uploaded by

Copyright:

Available Formats

20075

Store within a store

Yankee Group 2006

Yankee Group, 2006

256,007 36,073 1,358,466

214,932 11,629 1,067,313

979,900 81,598 182,782 303,031

Lifetime Subscriber NPV

VIP = VIP x x VIP

Creative strategies that work

You might also like

罗兰贝格-自有渠道价值评估 培训材

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

罗兰贝格-自有渠道价值评估 培训材

Uploaded by

Copyright:

Available Formats

20075

Store within a store

Yankee Group 2006

Yankee Group, 2006

256,007 36,073 1,358,466

214,932 11,629 1,067,313

979,900 81,598 182,782 303,031

Lifetime Subscriber NPV

VIP = VIP x x VIP

Creative strategies that work

You might also like

罗兰贝格-自有渠道价值评估培训材

罗兰贝格-自有渠道价值评估培训材