社会化网络时代下的零价格定价模式分析

An Analysis of Zero-priced Pricing Mode in the Era of Social Networking

在社会化网络时代,催生了一种新型定价模式--零价格定价模式。通过对比传统定价模式与零价格定价模式的异同,发现零价格定价模式能够使部分企业更好地适应当下环境,促进企业发展;通过借鉴效用无差异理论构造相关模型,探讨了零价格定价模式的定价原理,发现企业成本、用户数量及企业供给水平是社会化网络时代下影响企业发展的重要因素,并分析了各因素对企业利润的影响;最后对零价格定价模式存在的风险进行分析,以期帮助企业降低运用零价格模式的风险。

In the era of social networking, there emerged a novel pricing mode—zero-priced pricing mode. By comparing the differences between traditional and zero-priced pricing mode, this paper discovers that zero-priced pricing mode can make part of enterprises adapt to the current situation better and improve the enterprise development. By referencing utility indifference theory to build related models, this paper discusses the pricing principle of zero-priced pricing mode, finds that enterprise cost, customer quantity and enterprise supply level are the key influencing factors on enterprise development in the era of social networking, analyzes the impact of each factor on enterprise profit, and takes analysis of the existing risk to help enterprise to reduce the risk of using zero-priced pricing mode.