The Theory Analysis Of Pricing In Cyber Marketing

The pricing in cyber marketing is the key role when the cyber marketing makes profits. The uncertainty of pricing in cyber marketing exists in the complexity of product in cyber marketing, the variety of consumption and the flexibility of production. There are the digital products and the traditional products in the cyber market at the same time. The indifferent consumption and the individual consumption in the cyber market simultaneously consists of the variety of consumption and the flexibility of production, which means the production is not only by the mass standard production but also by the individual need. The pricing in cyber market must meet with the marginal cost and the marginal willing of payment term. The new pricing mechanism brings the innovative price strategies and tactics. The firms in cyber market should use the price strategies and tactics according to the characteristic of product, consumption mode and production mode. The price strategy based on the product life cycle is also important to the business in cyber market.The dissertation is divided into four parts. The first part introduces the new characteristic of pricing in cyber marketing and the research method. The second one analyses the fundamental factors in cyber marketing and points out the distinguishing feature in these factors. The third one summarizes the factors affecting the pricing in cyber marketing which includes the analyzing of the special properties of the network market and the trade modes in the cyber market. The fourth part puts forward the principles of pricing and classifies the pricing strategies in the special market. And the important issues such as the monopoly in cyber market are also discussed in this part through the use of the principles. The discussion in price strategies and tactics gives a definition to the price strategies and tactics at this part and then compares these strategies and tactics.