The Research On Pricing Of Tangible Goods In B2C E-commerce

B2C (business to customer) e-commerce utilizes electronic data message flow to carry out the commerce and trade action between companies and consumers, and is a mode that consumers join in economic action using internet directly. The object of it is the terminal commercial consumers. Only increasing the positivity of consumers can startup the group of e-commerce consumers effectually and construct good condition for e-commerce to induce the development of e-commerce. The price of merchandise effects the distribution and gain of corporation. Moreover B2C e-commerce has a few characteristics: spreading consumers, different order times, different prescriptions, different types of goods and small order. Tangible goods also face a problem that they need distribute. It is essential to study the influential factors, models and strategies of pricing in B2C e-commerce.This paper firstly introduces some relative concepts of B2C e-commerce and some pricing theories. Secondly, from both macro and micro aspects this paper analyses the influential factors of tangible goods pricing in B2C e-commerce. In this part, micro factors are analyzed from the aspects of B2C companies' influence and consumers' influence; Tangible goods pricing in B2C e-commerce is quantified, and pricing models from B2C corporations and consumers are made out separately and finally determine the pricing range of B2C e-commerce goods; Making out the range of pricing, depicting the pricing process and fixing on the exact price. Finally, this paper analyses the proper strategies for the pricing range mentioned before; Through analyzing the characteristics and influential factors of tangible goods pricing in B2C e-commerce, this paper puts forward and analyses the probable strategies of tangible goods pricing in B2C e-commerce and bring forward some new pricing strategies, where after uses some cases to testify.This paper systematicly studies the tangible goods pricing in B2C e-commerce from principle, influencing factors, models and strategies of pricing. Different with before, this paper does not study pricing problems from simple recipe, but from both sides of B2C companies and consumers. This study shows us the role of consumers in the pricing system. To aim directly at the features of B2C and analysis of the factors which discussed in the paper, raise some new pricing strategies which can direct pricing.