Study On The Pricing Of Online Game Virtual Product Based On Customer Perceived Value

Trading of online games virtual products is a unique profit model for online game operator. From the perspective of online game operator, This paper studys how companies to price the virtual product in the network massively multiplayer online role-playing game (MMORPG).Price is a reflection of the value. In this paper, we fulfilled an exploratory analysis on the value formation characteristics of online game virtual product, and pointed out that the transactions in the virtual product is a unique commodity exchange process, because the consumers'consumption and value in the game can be created at the same time. Game designers, operators, retailers and the players who selling the virtual resources sharethe value of the commodity exchange process. As the game market, the pricing of the online game virtual product mainly depends on the game consumers'perception of product value. This is the starting point of the analysis on virtual product pricing.Based the pectination on the relative theory research in the domestic and foreign, from the perspective of features of online games andvirtual product, this paper analyses the impact factors of customer value, builds customer value perception index, selects 18 kinds of the current popular and the most welcomed online games virtual product to sample the data(of which 15 are used in learning and training of the BP neural network, the other 3 are used for the model simulation test), and then uses metrology and statistical methods to do the factor analysis for the every factors to find the synthetic factor of the influencing factors of customers value of online game virtual product, and to identify the key factor which has the greatest influence on the price by using Grey relational analysis in the synthesis of factors and template, while through the MATLAB software to build BP neural network model for learning and training, finds out the Prices-Customer Value model and take a simulation testing. The test results can be an explanation for the pricing index system and improved BP neural network pricing model having high practicability.In this study, the result of gray relational analysis coincide with the result of theory analysis in a high degree, the conclusions are practical; while through the training and testing the BP neural network by using the data samples, it can prove that the improved BP neural network is a network model, which can handle non-linear relationships and complex systems, with good performance, computational precision, fast learning. The pricing process and can effectively avoid the excessive interference of subjective factors, the virtual product pricing in the online game has demonstrated good performance. This paper presented the theory of pricing decisions based on consumer value perception and pointed out the specific operation path for online game operator. At the same time, the paper proposed to the operator some exploratory suggestions to reach price optimization by enhancing the customer perceived value.