The Strategies Research On Pricing Of Goods In B-to-C E-commerce

The rapid development of information technology has great impact on our life. In particular, the rapid development of the Internet makes the network economy become the subject of new economic activities. By the influence of economic crisis in 2008, the global economy was damaged and consumption showed sluggish state, while B-to-C e-commerce businesses seized the opportunity to achieve rapid growth in the industry. At the same time, the traditional enterprises also joined the ranks to reduce costs, open up channels of e-commerce. All of above has prompted e-commerce and the traditional industry combined intensively. B-to-C e-commerce has entered a new period of development.The modern Theory of marketing management thinks that marketing includes four basic elements which are product, price, place and promotion. Price is one of the most important decisions to business. Product price is the only income-generating elements for enterprise, and pricing strategies determine the business sales and income, market size and the level of profitability directly. Therefore, if the modern B-to-C e-commerce enterprises want to win maximum value with the huge pressure in the competition, they should not only focusing on the traditional costs and pricing strategy, but also take the costs and pricing strategies of E-Commerce into account.Research On the B-to-C e-commerce product price strategies can help to improve the pricing system; can enrich the theoretical study of electronic commerce; can help enterprises to better grasp the traditional market and the virtual market pricing rules for the relevant decision-making and practice support.In this study, the logical order is: First, the article introduced the research background, topics reason; reviewed domestic and international research in this field; described the theoretical and practical significance and research methods. Second, made interpretation of B-to-C e-commerce products and pricing theory, provided the basis for the study. Third, this study made factor analysis on the impact of B-to-C e-commerce product pricing strategies. Competitors included traditional channels and e-commerce Channel. Fourth, in considering the case of competition, from the perspective of businesses and consumers, established tangible product pricing model. And based on the reasonable range of both businesses and consumers, the paper made specific pricing strategy. Finally, the paper analyzed the characteristics of both basic and economy for digital products and the cost composition of digital product, and then analyzed the strategies that fit for digital product.This article summarizes a variety of effective B-to-C e-commerce product pricing strategy in the basis of previous studies. But the range of products was complex. This paper was written only from tangible and digital goods. Therefore, further study should analyze specific types of goods to develop more pricing models.