Exploration Of The Internet Era Of Digital Product Pricing Strategy

1. The intention of this paperThe use of Internet and prosperity of network economic have brought a great change to human life style, the impact of the coming of the new economic age on the traditional economy is rather obvious. The rapid expansion of Internet makes itself the most important distribution channel and media of digital products.Information industry is expressed as so-call network economy in the age of Internet. Network economy is the latest form of information industry with the development of network technology. It is kind of consumer-leading economy. Comparing to the traditional economy, the network economy has some unique market characteristics, because of that, the success of the suppliers of information products especial digital products depends not only on the advancement of technology but also on the degree of consumers' approval and getting the market characteristic in order to get profit and market share. Therefore, studying the marketing rules of information goods has important reality meaning undoubtedly in the respect of improving the competition power of Chinese IT enterprises. Meanwhile, pricing strategy is very critical in the marketing-mix. The value of information goods will ultimately be showed and realized by price. Now, the supplier of digital product put more and more attention on the pricing strategy. In this paper, we mainly analyze the pricing strategy of digital products under the network economy environment. Digital products are the results of the development of information technology with three characteristics of indestructibility, transmutability and reproductivity. Especially their High-fixed and Low-marginal cost characteristics may result in the failure of traditional supply curve and neo-classical equilibrium, so the pricing strategies of traditional products are completely no longer fit for...