Study On E-learning Product Pricing Based On User Perceived Value

Along with the rapid development of e-commerce,e-learning industry has become the sunrise industry to the internet enterprises. However, the imperfect industry environment makes the overall profit not ideal. This paper takes the e-learning products as the research object, in order to find a new way to improve profitability. E-learning product is a new product arises with the development of high-speed Internet technology. The traditional marginal cost pricing method fails in pricing due to series of new features. Therefore, this article will focus on the study of user-perceived value as pricing factors.Firstly, this paper takes the value theory, the user perceived value theory and the pricing of information products as basic theory in order to find research direction of e-learning product. Then, it builds a research ring based on product- environment- "human”. In this part, this paper analysis the constitution and the basic characteristics of e-learning products, explain the industry environment and the external macro environment. It also expounds the functions of supporting policy and information technology to analysis the supplier and user.Then, this paper further studies perceived value in order to analysis the relationship between user perceived value and product pricing. Taking the unilateral market and bilateral market as the research background, with the formation of the single market and bilateral market as the research background and the enterprise profit maximization as the foundation, this paper constructs the pricing model analysis of e-learning product. And the paper puts forward diversified pricing strategy of online education products used in the start-up period. Finally, the limitations of this study and the direction of further study are summarized.in last part.The main innovation of this article includes two aspects: one is taking the user perceived value theory and profit function concept to construct the pricing model of e-learning product under unilateral market. On the basis of this, this study introduces bilateral market theory to the pricing model, and finds price relation between two markets theory. The other is, with the theories of consumer perceived value, proving feasibility of edge users in pricing.