Recently, the National Bureau of Statistics released the main data of consumer prices in April 2018, and the overall price showed a rising trend, while the communication price was falling.
However, in contrast, many users' feedback will find that although the statistics show that the communication-related consumer prices continue to decline and the network speed has increased significantly, people's "gains" do not seem to be strong. Why is this?
April national consumer price data released
The communication price is bright!
The data shows (as shown below) that in April 2018, the national consumer price rose by 1.8% year-on-year, and a closer look at the year-on-year rise and fall in January-April will reveal that except for pork and transportation, only the communications industry The cost is falling.
1. Sincerity is touching - the communication fee dropped in the first four months
It is not difficult to find that in all the two data of the communication industry - communication tools and communication services, consumer prices in January-April decreased by 2.6% and 0.8% respectively, which showed a downward trend.
In April 2018, the growth rate of communication tools was 0.1%, which was -2.4% year-on-year. The year-on-year growth in January-April was -2.6%.
In April 2018, the ratio of communication services rose by -0.1%, with a year-on-year increase of -0.9%; in January-April, the year-on-year rate was -0.8%.
According to the Ministry of Industry and Information Technology, in the past three years, the fixed broadband average tariff has dropped by 90%, the mobile traffic tariff has dropped by an average of 83.5%, and the international long-distance telephone tariff has dropped by an average of 90%.
Since the speed-up and fee-reduction work was carried out, the average cost of using 1GB of traffic for users in China has dropped from 139 yuan at the end of 2014 to 23 yuan at the end of 2017, and the average monthly flow per household has increased from 209M to 1.7GB.
2. The fee reduction does not slow down - the speed of the network is raised and mentioned
While the prices of goods and services for communication tools and communication services are declining, the speed of the network is also increasing.
Comparison of average available download rates of fixed broadband networks nationwide from the first quarter of 2015 to the current quarter (unit: Mbit/s)
Comparison of average download rates when using 4G network access to the Internet from the third quarter of 2016 to the current quarter (unit: Mbit/s)
According to the 19th China Broadband Rate Report released by the Broadband Development Alliance (first quarter of 2018), the average download rate of China's fixed broadband network in the first quarter of 2018 reached 20.15 Mbit/s, up 54. 9%; in the first quarter of 2018, the average download rate of China's mobile broadband users using the 4G network to access the Internet reached 19.12 Mbit/s, up 54.3% year-on-year.
From the perspective of promoting the implementation, the level of broadband development has been significantly improved. The data released by the Broadband Development Alliance shows that the average available download rate of fixed broadband subscribers in China has entered the ranks of faster countries in the world. The data released by the International Telecommunications Union shows the price of fixed broadband and mobile broadband in China. At a low level in the world. At the same time, however, from the expectations of the majority of users, broadband development still needs to continue to work hard, there is still room for improvement in the work and effectiveness of speeding up the fee reduction.
From the data point of view, the prices of goods and services for communication tools and communication services are declining, and the speed of the Internet is also greatly increased, but the “sense of acquisition†of users does not seem to be strong...
What influences the user's "gain"?1. The dispute over the tariff package is more serious
Judging from the hotspots related to speed-up and fee-reduction, fee-related complaints are the biggest hotspot and difficulty. The disputes on tariff packages are more serious. The network mainly focuses on fixed-band fiber upgrades and 4G coverage of wireless networks. Basically, the network and tariff issues have led to the past results and lack of publicity. On the whole, the user's “acceptance†is not the main contradiction in the current speed-up and fee reduction process.
The emergence of such contradictions, in addition to policy development needs to go deeper, the main reason is that the parties understand the inconsistency. Although the speed-up and fee-reduction policy has been strengthened and the progress has been deepened, compared with the international advanced level, the demand ratio of economic and social development, and the expectation of the majority of users, China's broadband network development, especially in terms of network fee reduction, is still relatively large. Improve the space.
2. There are not enough reduction measures
At present, for the fixed broadband home users, the three operators have not set enough reduction measures. The tariff reduction policies formulated at the provincial and municipal branches are mostly targeted at specific groups or specific time periods, causing many users to feel the fixed network speed. OK, but the effect of the fee reduction is not obvious.
3. The two sides have different understandings of "reduction of fees"
In addition, enterprises and users have inconsistent understanding of “reduction of feesâ€. The user understands that the fee reduction is to directly reduce communication expenses. The understanding of the company’s understanding is to reduce the unit price of related businesses and achieve small profits but quick turnover. This inconsistency directly leads to The paradox revolves around the focus of the user's "getting a sense of".
How to solve the problem of "getting feeling"?The premise of improving users' "sense of acquisition" is to understand the key elements of user perception and insight affecting the "sense of acquisition", and scientific evaluation of "acceptance" has become the key to solving the main contradiction in the process of speeding up and reducing costs.
From the user's “sensationâ€, the consumer's expectation is a general and comprehensive perceptual evaluation, in addition to the direct price perception, the quality of service, the selected product attributes, the recognition of the corporate image, and the use of the product. The loyalty and so on will affect the user's evaluation of the "gain".
Most of the existing assessments are qualitative assessments. There is no relatively clear definition and explanation of “acquisitionâ€. They often adopt survey and statistics methods, and they are scattered and difficult to compare vertically and horizontally. They lack systematic and methodological.
Therefore, speeding up and down is both an objective situation and a subjective perception. It is necessary to construct an effective quantitative tool and explore the establishment of a user-acquired index model to eliminate operators' speed-up and user perception. The contradiction between the two, further identifying the pain points of users in the process of speeding up and reducing the fees, is of great significance to continue to further advance the work of speeding up and reducing expenses.
Grasping the perception of users and scientific evaluation of "getting a sense",
Pay attention to the following aspects:
Model construction should be scientific and reasonable
It is necessary to pay attention to learning from the experience and practices of the construction of relevant classic models, and conduct in-depth research and expert argumentation. The National Happiness Index, the Integrity Impression Index, the International Security Situational Awareness Index, and the Customer Perceived Index are some authoritative and perceptual index models with wide application range and great influence. The construction of the “acceptance†index system can refer to such model system. The relevant achievements and work experience should not only objectively reflect the effectiveness of the operators' work, but also reflect the subjective feelings and demands of the users.
Indicator design should be simple and easy
The selection of indicators is based on comprehensive and representative indicators. The comprehensive indicators can be considered in combination with the development index and the horizontal index evaluation. The horizontal index reflects the current status of the operators' work, and the development index reflects the past one. Year's work results. The design of the indicator system must strictly control the number of indicators, avoid repeated evaluations, and have strong universality, consideration of differences and classification guidance, so as to ensure that the index is easy to conduct historical comparisons, regional comparisons, urban-rural comparisons, and operations. Comparison between business and so on.
Measurement scores should be systematic
For the measurement and scoring of subjective indicators, it is necessary to determine the systematic investigation method, find reasonable investigation channels, conform to the current Internet development trend, pay attention to the online questionnaire method, and consider using various methods such as telephone call, network platform and street arrest to ensure The randomness and authenticity of the interviewed users ensure the consistency of the sample of the continuous survey and the balance of the sample size configuration. The criteria for the determination of the objective indicators are determined by theoretical calculations or directly using the published indicators of relevant departments, and strive to be comprehensive and objective.
Model construction is iteratively verified
Reasonable determination of the indicator system is the key to the model construction. The change of the type, quantity and index weight value of the indicator selection may cause the order of importance of the object to be evaluated. Therefore, the index system and the scoring method need to be repeatedly compared and demonstrated. Only after adjustment and improvement can we form an implementable indicator system and evaluation method. After the indicator system is determined, it is necessary to combine relevant public opinion information and statistical data to measure the user's “acquisition†index and perform iterative verification to ensure the operability of the model construction and the feasibility of quantitative evaluation.
Evaluation advancement should be solid and effective
On the basis of the application of the model, the market research method is used to evaluate the effect of the policy implementation, focusing on the problem of speeding up and reducing the cost of the network, focusing on the user pain points such as user service, network quality and charging disputes, and analyzing the speed of the market environment. The idea of ​​reducing the cost of work, and put forward corresponding strategic recommendations for the next year's speed-up and fee reduction work.
In short, do a good job in assessing the effect of speeding up and reducing the cost of implementation, and explore the construction of the user's speed-up and fee reduction “acquisition†index, which is conducive to the relevant departments to do a good job of speeding up and reducing the cost of overall promotion and supervision and inspection, to find out the problems in the implementation process of analysis and The difficulties faced are more conducive to the public to announce the implementation of speed-up and fee reduction, accept social supervision, and provide strong support for promoting speed-up and fee reduction.
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