Research Of Pricing Method For Network Information Products Based On User Perceived Value

Because information products have high fixed costs, low marginal cost characteristics, the pricing theory for the ordinary products become invalid in information products. With the development of the Internet and wide application of network information products, information products pricing has become more and more important to be discussed. The existing pricing method mainly focused on pricing strategy and theories, this paper introduce user perceived value to establish model, in order to find other ways for making pricing strategy.This paper introduces the user perceived value as a foundation, with consideration of the characteristics of network information products, present discrimination pricing and bounding pricing model. The pricing model is based on the user perceived value, with the establishment of discrimination pricing model and the bounding pricing model, get the cross point of the pricing model and user perceived value when the information service provider reach its maximize profit. It could be used in enterprise's pricing process. This study's mainly work includes the following parts. Firstly, the research make clear definition of information products, characteristics, commonly used pricing methods, user perceived value, and the factors affecting the user's choice; secondly it is the expansion of the network information users perceived value, and through induction and abstract, obtain the discrimination pricing and bounding pricing model; thirdly, based on an actual enterprises'survey data, according to the models, make strategy and application for video product pricing.This article mainly includes two innovation points. On one hand, the bounding pricing and discrimination pricing model is expanded, make them more useful in practical application. On the other hand, user perceptive value is taken as an important parameters of algebra, make a definition for needs of the users in quantitative way. The research in this paper is available to get enterprises application with information product pricing models. The pricing model and the user perceived value are connected. Except for the application it also contributes to theoretical value. At the same time, this study suggests that, if the needs of the users are satisfied considering the user perceived value, it will reach the maximize value meet for both sellers and users.