顾客感知价值对网络信息产品定价的影响研究

Research on the Influence of Network-Information Products Pricing by Customer-Perceived Value

网络经济和信息技术的发展使顾客感知价值逐渐成为影响企业生存的核心因素。由于网络信息产品自身的特性及定价因素的复杂程度,使得网络信息产品定价灵活多变,而顾客感知价值又是影响消费者购买行为的关键因素。为此,从网络信息产品市场结构分析入手,以消费者支付意愿为桥梁,构建顾客感知价值的利润函数模型,通过对垄断市场结构下单一定价和歧视定价策略的对比分析,为网络信息产品厂商在市场竞争中制定和选择有效的定价策略提供理论参考和依据。

With the development of network economy and information technology, customerperceived value has gradually become the core factors that affects the enterprises＇ survival. Due to the feature of network-information products and the complexity of pricing, it makes the pricing of network-information products flexible, and the customer-perceived value is the key factor which influences consumers＇ buying behavior. Therefore, in this paper it begins with the analysis of the market structure of the network-information products. Then it establishes the profit-function model based on customer-perceived value by analyzing the strategies of single pricing and discriminative pricing under the structure of a monopoly market.Thus it will help to provide a theoretical reference and basis for the manufacturers of network-information products to make and choose the effective pricing-strategy in the market＇s competition.