Study On The Network Information Products Pricing Strategy

With the rapid development of information technology and the growing popularity of network applications, it has entered the era of the Internet economy. Because of special features of the Internet economy, it has taken a great and deep influence on the different aspects of social economy. Information-net is a highly effective information means, which has greatly affected economic activities in various aspects and thus endowed economic functioning with new regularities and characteristics. Traditional economic theory can not explain a lot of problems of network economy. The network economy is the development and extension of the traditional economy, is advancing by leaps and bounds, how to traditional economic theory and current economic environment and the network characteristics of network products combine to work out the economics for the economic theory of the network in front of us problems to be solved.The network products are regarded as the embodying of network economical operation. The equilibrium of the products price and the price forming mechanism demonstrate the difference from the traditional economic environment too. Price is one of the major factors that influence the demand and supply in the market, prices is quite fierce for it is the most obvious factors. The pricing of network products has high theoretical and practical significance.In this paper, on the basis of a lot of reading and analyzing literature and abroad and the actual investigation, combined with traditional economics pricing theory, network information theory and price of the product pricing strategy, hoping to practice for the network economy to provide some theoretical guidance.This paper is started with studies of the meaning of the network economy and networking products, analyzes the implications of network information products and features. Network information products and traditional products have different features, especially online information products with high fixed costs, marginal costs near zero cost structure is the root causes of the different pricing behavior of the network information products and traditional products. After on the analysis of the factors that impact network pricing strategy,the factors that affect the pricing of network products network products are their own value, cost, length of life cycle, product development, degree of difficulty and risk, network information, product market structure, market supply and demand relations, the degree of social information, such as consumer preferences and ability to pay.Base on the characteristics of the network information products and price factors, combined with the pricing theory of traditional economics, this paper will study the price of network information theory. It has made the conclusion that the value of network information is the basis of price, the price of network information products determined by the buyer's market. From this conclusion we can see that do everything possible to expand consumer demand, is necessary to manufacturers of network information products gain the profits. Thus analyses network information product pricing strategy, price discrimination pricing, bundled pricing, penetration pricing and free pricing strategy is the most effective pricing strategy. In this paper we will deeply discuss the meaning of the four pricing strategies, pricing, and pricing strategies on consumer behavior and network impact of corporate profits, and focuses on the network economy in the special pricing-free pricing strategy. We will study corporate profit model and the problems of free pricing. After, with the case of Netease mailbox, analyze four pricing strategy pricing practices in the application of the network economy.Network information products is determined by the buyer's market price also the consumer behavior. Internet information product manufacturers make the prices should fully consider the impact on consumer demand. The particularity and complexity of network information products, makes it difficult to come up with a pricing method for all products and integration of all factors. Therefore, the study on the pricing theory and strategy of network information products only to provide theoretical guidance on the pricing behavior of the network economy, the specific pricing behavior need the network information products manufacturer decide based on the actual circumstances.