The Research On Pricing Of Network Products Based On Customer Perceived Value

The rapid development of information technology has accelerated the application of e-commerce, bringing precious opportunities to network products.It’s been a new challenge for researchers to find a more rational price that can better reflect the needs of customers.Currently, the pricing research of network products has been focused on the perspective of producers:the cost-plus method, bundled pricing, discriminatory pricing strategies etc. These pricing methods have not done well in network products because they can’t response to the changing customer demands timely and adequately.Based on the network products research, the Customer-Demand-Centric pricing approach can better meet the needs of network products. The pricing model of network products based on Customer Perceived Value has been proposed in this paper which is the compound of Value Net, Customer Perceived Value and product pricing strategies. This paper focuses on four tasks which are shown as follows:Firstly, the pricing research of network products based on Customer Perceived Value innovates not only in Customer-Demand-Centric pricing approach but also consider the network externality. Secondly, after studying the characteristics and pricing factors of network products, we can learn more about network products. The impacts of network externality on product demand curve, supply curve and equilibrium have also been discussed in this paper. Thirdly, the pricing model of network products based on Customer Perceived Value has been established with considering the impacts of its salient feature. Then, try to find some relevant conclusions by analyzing the model. Finally, whether the pricing model is operable and reasonable has been verified, through empirical research. And the perception utility of the product’s attributes has been obtained through Conjoint analysis. Some competition strategies for manufacturers have also been abtained by simulation software. The pricing model of network products based on Customer Perceived Value can better adapt to the characteristics of network products. Therefore, we can develop a more reasonable price by this prcing model.