Study On Pricing Of Network Information Products

High fixed cost and low marginal cost of making products manufacturers to provide information with supply-side economies of scale; Its network of external characteristics of the consumers it is interdependent and a demand-side economies of scale, the traditional cost curve change is reflected mainly in the average cost has continued decline in the marginal cost the average cost of the bottom means that the scale of increasing returns, according to the marginal cost pricing traditional difficulties. In addition, the network information products market, the traditional supply and demand curve changed a lot, which is not the supply curve to the right and upward tilt, but with the increase in production, the price of network products increasingly low; Also at the same time demand curve changes, as more than a set of products to the critical point of market , the network externality caused the continuous enhancement makes rapid expansion of the network size, in terms of network to consumers in more than the value of the critical point after the big change is constant, so demand curve can be described as: not reached the critical point in time, consumer prices reservations curve down like the traditional, and in reach after the critical point has been on the rise. Therefore, the network pricing information products by consumers to shift to determine the willingness to pay.This paper mainly from the perspective of the network economics to analyze network information products pricing. Especially consider network externality, lock on the pricing impact. Network externalities exist in the conditions, the level of pricing each version of the optimal characteristics of the product should be based on the size of network effects formulate corresponding versions of pricing; Because the lock, the provider of network information products can increase revenues, while the bundled scale effect strengthened the network information the bundled products, bundling strategies make manufacturers can be higher than the general sales scale effect can be affected by network externalities in order to expand the scale of its effect, triggering a positive feedback to realize a benign cycle; while bundling can reduce consumer willingness to pay dispersion, locked in a regional average of consumers, increase consumers'cost of the transfer.Finally this paper introduces the concept of time, a sub-structure of the consumer utility function, raised two periods pricing principle. The main conclusions are: in period t1 , because the network had not yet reached the critical point scale, network effects weak, consumers can not expect this is a "correct" choice, consumers expect it is not standard. Therefore, in this period, the major manufacturers aim is to enable them to rapidly expand the network size, it reached the critical point, so this stage is the general principle of low-cost pricing. In time t 2, as networks breakthrough critical point scale, network effects has continued to increase, triggered positive feedback, more and more consumers were attracted to the network, forming a virtuous circle. Therefore, at this stage, in addition to continuously expand the network size, another important purpose is to emphasize lock, do everything possible to increase the total transfer cost consumers will be locked to its present product line. Therefore, the corresponding pricing is the general principle of a higher implicit price to compensate for the period t1 . The article ends by case analysis shows that network information product pricing.