The Pricing Research Of Telecom Information Goods Based On Customer Value

The carriers' times of operating business and product is coming with the users' information needs increased. And it's the key point for the transition that operators should enhance the abilities of information goods management speedily. And pricing is one of the most important issues. However, the particularities of information goods bring new challenges in pricing as the low marginal cost of information goods breaks the traditional rules of economics. And the pricing methods which based on cost and oriented by competition will be inapplicable or indecisive. Furthermore, for the telecom information goods that have the features of interaction, communion, sharing and individuation, telecom operators are confused in their pricing practice. It can be said that operators have both opportunities and challenges facing the information goods age. And it is very important to find the reasonable basis and work out the effective method for pricing.Therefore, this paper researches on the pricing issue for telecom information goods based on Customer Value (CV) after discussing the products systematically. And by means of reading literatures & papers, qualitative analysis, mathematic modeling and demonstration, this paper focuses on the four tasks which are shown as follows:Firstly, this paper sums up the researches in two fields of Price Theory and Customer Value which provide the basic theory and referential method for the following pricing approach based on CV.Secondly, after giving the definition, this paper discusses the features of telecom information goods and analyzes the administrative level model and property structure particularly with the contents of products cleaned up as well.Thirdly, this paper establishes the innovative concept and mathematic models for telecom information goods pricing based on CV. And the function relationship between the price and utility has been formed and the best price has been calculated with the company's behalf as the target and the customer value as the qualification.Last but not the least, this paper carries out the demonstration for the Mobile Newspaper by means of the model and approach discussed above. And it also contrasts the theoretical best price to the real ones with the proposal made which is helpful for the pricing practice of the Mobile Newspaper.