The Pricing Research Of Software Information Products Based On The Consumer Demand

Software information products are the outcome of the information economy times, it is different from the traditional products, and the research of its' pricing is an important subject of the information economy.As the development of information economy and the progress of information technology, in order to adapt to the new environment, the theoretical system of the software information products needs to be refined, and adding new content by the research from a more practical perspective. At the same time, software information products consumers' demand has have new characteristic and development trend. Owing to fierce market competition, consumer's demand is more and more important to software information producer. Software information producer not only hope to possess of massive consumers, but also hope to hold these consumers at long term and expand consumer group on the basis of that. However, different consumer groups' sensitivity degree to the price, function and property, brand, exterior appearance and service are different. Thus, the research on the question of how to realize effective pricing of software information products on the basis of consumer's demands, not only can perfect theory system of software information products research, it's also a question which is urgent to be solved in the transaction of software information products.First, this dissertation, proceed from pricing theory research, researched the mechanism of discrimination pricing and locking pricing, analyzed the value and theoretical foundation of discrimination pricing and locking pricing of the software information products on the basis of consumer's demand. And then, the dissertation designed and granted questionnaires centering on main questions researched, implemented a practical investigation aiming at the software information products' consumption situation and willing of three different consumer groups in Jinan Shandong. It made a detail statistical analysis aimed at the result. It applied Variance Analysis Method to the important questions, tested difference of different consumer groups, extracted useful information and provided data support for the research. At last, this dissertation puts forward the feasibility implementation plan of software information products based on consumer demand. It combined the new environment with practical investigation, on the basis of theory research; in accordance with the actual situation it put forward some specific feasible suggestions to the actual operation and overall conception of software information products' pricing.The main innovative points of the dissertation are as follows:(1) Based on Pigou's pricing discrimination theory, it presented complete pricing discrimination and incomplete pricing discrimination. It made a detail statement, increased practical feasibility of producer's pricing to the software information products.(2) In order to accommodate the development of networked environment, it provided corresponding methods and countermeasures to how to implement discrimination pricing more effectively. It researched from microscopic view on how to implement discrimination pricing in order to adapt development demand of the information products producer effectively.(3) Based on the locking theory, it presented software information products' locking pricing on the basis of consumers' demand. It analyzed how to pricing effectively based on locking combined with theory research and practical survey. It can make the producer acquire maximum profit by using of consumers' demand.(4) Aimed at consumer's demand situation and consume willing of software information products of Jinan Shandong, it designed questionnaire and implement practical investigation. By means of data statistics and analysis, mining useful information, and based on this, it presented corresponding suggestions, provided theory research and data support to software information products producer's practical operation.