PRICE STRATEGY AS A PART OF THE MARKETING COMPLEX OF TELECOMMUNICATIONS ENTERPRISES
Abstract
The purpose of the article is to analyze and define the role of pricing strategy as part of the marketing mix of telecommunications enterprises in the context of modern market and technological changes. The relevance of the topic is driven by the rapid development of telecommunications technologies, particularly the implementation of 4G, 5G, cloud services, and the Internet of Things (IoT), which necessitates a revision of traditional approaches to pricing policy in order to maintain competitive positions and meet the growing needs of consumers. It is essential to consider the impact of technological, economic, and regulatory factors on the pricing process, as well as changes in consumer behavior in response to these shifts. The research utilizes methods of systems analysis, comparative analysis of international pricing experience, and market scenario modeling. The analysis covers various types of pricing strategies, including penetration pricing, premium pricing, and discriminatory pricing approaches, as well as an assessment of the price elasticity of demand for telecommunications services and the impact of government regulation on the pricing process. The results of the study indicate that telecom operators must actively adopt flexible pricing models that align with rapid technological changes and reflect consumer demand elasticity. In particular, innovative services such as 5G and IoT require a special approach to pricing due to the high costs of implementation and the uncertainty of market reactions. One of the key findings is the confirmation of the importance of accounting for technological factors and their impact on market structure, highlighting the necessity for adaptive pricing policies. The practical value of the article lies in the fact that its findings can be used by telecommunications enterprises to develop effective pricing strategies that will enhance competitiveness and ensure long-term market sustainability. Adopting new approaches to pricing will allow companies to better respond to customer needs, optimize costs, and increase revenues in a rapidly changing market environment.
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