Analysis On The Influence Of Electronic Commerce On Product Pricing And Business Model

As for the enterprises and social economical activity, the biggest contribution that electronic commerce brings about is the great reduction of transaction cost. Therefore, the research on electronic commerce transaction cost can enrich the research area of electronic commerce. Meanwhile, electronic commerce transaction cost is related to the online enterprises and customers. The research aims to change the current method of online transaction, improves transaction efficiency, and enlarges transaction range to some extent.Based on the systemic analysis of classic theory of transaction cost, the thesis divides the process of electronic commerce transaction into three phases: preparing phase, implementing phase, and ending phase; and analyze the corresponding transaction cost of each phase.By building a linear city model, the thesis analyzes the main factors that influence on the pricing of online enterprises'products, and the important influence of electronic commerce transaction cost on online enterprises'pricing. Furthermore, some pricing strategies are suggested. Drawing upon the previous discussion, the thesis takes digital product for example, analyzes the influence of electronic commerce transaction cost on its pricing strategies in detail, and gives some useful pricing strategies of digital product. Then the thesis discusses the application of these strategies.Through analysis, the thesis educes that the direct business model will be produced, because of the important influence of electronic commerce transaction cost on it. Then, two kinds of direct business model are analyzed in detail- outsourcing and customization. Moreover, the thesis discusses the influence of electronic commerce transaction cost on agency, and analyzes the functions of agency in the new environment of electronic commerce market.