Research On High-Tech Product Pricing

The most special cost structure of high-tech products, high fixed cost and low marginal cost, makes high-tech products hold suppliers' economy of scale, and the network externality of high-tech products make it hold demanders' economy of scale. These features challenge the pricing of high-tech products. But the trend of economic integration brings enterprises many indefinite environmental factors. The traditional pricing methods that are applied to common merchandises can not meet the needs of high-tech products pricing now. Price reduction seems to be the most frequently used competition strategy; however which results in much loss. So pricing method becomes an imperative research subject, which is expected to help enterprises price suitably and correctly and sequentially gain profit as well as avoiding price war.Firstly, the paper defines the high-tech products and analyzes the features of high-tech products.With the general theories and methods of pricing, the paper summarizes the main factors of affecting the high-tech products price and principles that should be followed. With this the paper emphatically analyzes the discrimination pricing of high-tech products. Analyses and model it deeply with game theory.