Sales Strategy Research Of Information Goods Under Consumer Heterogeneity Influence

This paper from perspective of E-commerce research, customer behavior and networks bundling to summarize the exist achievement. Then pay attention on sales mode of information goods under customer heterogeneity when considering goods relationship as complementary, independent, substitute in E-commerce environment.The theory model based on the character of information goods under E-commerce environment, researches the influence of consumer heterogeneity (sum of max value heterogeneity and strength heterogeneity) and relationship of goods on ordinary sales and pure bundling. The analysis result illustrates that when strength heterogeneity is small, under the condition that two goods are complementary goods, pure bundling strategy is better; while when two goods substitute each other, ordinary sale strategy dominant retailer’s choice; and when the two goods are independent goods, pure bundling and ordinary strategy take advantage place in almost same probability. When strength heterogeneity equals to the two max value heterogeneities, ordinary strategy is significantly better than pure bundling as consumer heterogeneity increase.The empirical part first mainly introduces the research details, including steps, design of questionnaire, formal questionnaire and issuance of questionnaire. Then analysis part describes basic information of data and customer valuation of mobile business using descriptive statistic, and use Cronbach method and paired tested T method. For the condition of two goods bundling, the empirical result is almost the with theory model, that when the goods are complementary, bundling mode is chosen, when the goods are independent, as the difference between max value heterogeneity is small, ordinary sale strategy is chosen, when the goods are substitute, also the ordinary mode is better. For the condition of multiple goods, except the goods in the bundling are all complementary, the customer valuation and max price they would to pay increase, other relation make customer valuation and max price of one or more goods in the bundling the lower, and as the difference of max value is small, ordinary mode is appropriate.The empirical part tests the theory model very well, and expands to study multiple goods.