在当今数字化时代，数据流量已经成为人们日常生活中的重要组成部分。从视频娱乐到在线办公，消费者对大流量的需求日益增长。在这一背景下，中国的各大运营商采取了多种策略来提升流量使用量，从提高网络覆盖率到推出优惠套餐，在各个层面上努力满足用户对大流量的需求。然而，赛立信观察到，运营商围绕大流量的经营和竞争颇有走向低价的趋势，尤其今年以来各家运营商都先后推出了价格低廉、流量丰富的大流量卡，吸引了大量用户。这种“以价换量”的现象似乎与运营商提出的“高质量发展”目标相背离。尽管大流量是未来的趋势，但如何在满足用户需求的同时，避免走向价格竞争的极端，保持企业的健康可持续发展，是运营商需要认真思考的问题。
国内流量竞争现状简析
国内5G商用五周年，通信行业已进入大流量时代。工信部数据显示，2024年1-5月，我国移动互联网累计流量达1323亿GB，同比增长12.7%；5月当月户均移动互联网接入流量（DOU）达到18.54GB/户·月，分省DOU值最高值已接近30GB/户·月。
用户对流量使用需求的增长是推动DOU值不断上涨的主要因素，而运营商通过推出大流量产品顺应了这一趋势，进一步支撑了用户流量的使用。据观察，当前国内三大运营商在互联网上面向个人用户主推的单套餐产品设置已基本同化，低价大流量成为标准配置。如表1列举的三家运营商的线上代表性卡品，套餐内包含的流量从80G到188G不等，但月租价格仅在19-29元之间，大多数卡品都在首月免月租，部分卡品的价格可以实现长期有效。
表1：三大运营商线上大流量卡品内容
来源：互联网运营商针对流量的价格竞争不止体现在产品设置上，在日常的营销策略中，通过免费加赠来增强流量优势也是常见做法。以中国电信的39元档星卡促销政策为例，赛立信跟踪观察发现，随着时间推移，基础卡品的促销力度逐渐加大。在不增加月租价格的前提下，叠加优惠使得套餐内包含的流量越来越多，从而实现了“加量不加价”的目的。
图1：中国电信星卡叠加促销优惠后的套餐内流量（通用+定向）走势来源：赛立信跟踪整理
上述产品和营销策略可以看出，当前运营商提供的套餐流量不断突破新高，从用户角度看是得到了实惠，但从运营商角度看，流量的增长并未带来价格的提升，反而使流量单价持续走低，实际价值不断被稀释。这种流量与价格“剪刀差”扩大的趋势并不利于运营商的长远健康发展。一方面，用户是否真正需要如此大量的流量值得商榷；另一方面，流量经营的本质要求运营商重新评估流量的价值。以下是赛立信围绕这两点思考提出的相关看法。
套餐流量并非越多越好
运营商推出大流量产品，本意上是为了满足用户的流量使用需求，是顺应行业趋势的积极策略。然而，导致当前低价大流量卡风靡的因素更多是来自市场竞争而非用户需求。很多产品包含的流量超出了用户的实际需求，流量过剩变得常见。而过度依赖低价大流量套餐会使用户对运营商的价格敏感度增加，忠诚度降低，一旦竞争对手推出更低价的套餐，用户很容易发生迁移，增加流失风险。
Analysys Mason在一份针对多个国家用户的调研报告中指出，由市场竞争推动的大流量（不限流量）产品风靡并不能真实地反映用户的意愿。如图2所示，美国和西班牙几乎所有运营商都通过不限流量产品争夺市场份额，导致这些国家的不限流量套餐渗透率远高于其他国家，但用户的实际流量使用量并未显著增加。
图2：不同国家流量使用与不限流量产品渗透率情况对比来源：Analysys Mason
此外，以NPS（净推荐值）衡量的用户满意度也不会随套餐流量的增加而无限度增加。Analysys Mason对比不同流量限额套餐用户的满意度发现，拥有超大额流量（如不限流量）的用户满意度反而低于那些流量使用量超过套餐流量限额一半的用户，这是因为这些用户会认为自己没有完全利用好已付费的流量限额而心有不甘。
流量经营需要注重价值显性化
运营商通过大流量产品吸引用户，本质上是为了扩大用户基础，实现规模发展，进而实现价值转化，带来可持续增长。这个过程中，大流量作为引流手段本身无可厚非，但如果不能有效地将流量的使用转化为更高价值的服务体验，用户忠诚度和ARPU将难以提升。
国内外不少运营商在流量的价值转化上其实已经有较为成熟的探索。常见的做法如通过提供丰富的增值服务来增加流量的附加值，通过精准营销来实现差异化的服务触达等（见表2）。只是，在前文所述的低价大流量卡竞争活动中，价格成为单一的竞争要素，运营商的各种价值经营策略显得缺位。赛立信认为，运营商只需要将高值经营场景中的各类价值经营策略挪移至大流量卡场景，将价值经营落实到位，即可有效改善当前的流量低值化现象。
表2：运营商流量价值经营的策略举例
来源：赛立信自主整理总而言之，运营商在大流量产品设计上应该更多地考虑与用户需求匹配的问题，而不是单纯地追求流量规模化；在以大流量作为竞争手段的同时，还需要注重用户流量使用的激发和价值转化。通过提供个性化、精准匹配的流量套餐，并以网络及服务提升用户使用感知，运营商可以避免资源浪费，提升用户满意度，从而实现更健康的市场竞争和可持续发展。
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电信这个流量卡太气人，19元给185G流量，根本用不完农村“赊刀人”卖刀不收钱，留下神秘预言，他们究竟是谁？
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伴随着口腔医疗行业爆发式的发展，对于各类口腔机构而言，其市场推广和品牌塑造的方式也发生了翻天覆地的变化。可线上营销对于中小型口腔机构而言，这种推广方式效果甚微。归根结底还是中小型口…
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12月流量卡推荐合集 篇四：来了，你要的千兆网速流量卡！流量首次突破185G，月租仅29元？|电信流量卡4位被戴绿帽的NBA球星：纳什夫妻都是白人，结果生下黑人小孩
作者：爱说真话的胖妞 今早一觉醒来，小编以为流量卡界变天了？ 老实说，普通的流量卡升级消息，现在已经很难在小编心里掀起一丝波澜了。（就很狂） 除非是多重升级，或者是某项配置标志性的…
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电信黑龙卡，29元长期套餐，不仅拥有高达210G流量+200分钟通话，还可以选靓号，想要的都有？这么香？一晚输1亿后，他放弃267亿家产去寺庙当和尚：除了钱，我一无所有
作者：副业小杨 今日推荐黑龙江归属地神卡，俗称黑龙江星卡，29元长期套餐，不仅多达210G流量（180G全国通用+30G定向）还有200分钟通话，你以为结束了？不，激活时还可以选靓…
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做线下实体店，互联网思维及私域流量要重视
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随着互联网的发展，大家都在转战线上生意，实体店显得没有那么重要。但对于一些做实体生意的伙伴来说，如何盘活实体店生意也是一门学问，现在做实体店更应该重视互联网思维及私域运营。作者分享…