差别定价策略.docVIP

PAGE 西安培华学院本科毕业论文（设计） 电子商务背景下数字化产品定价策略研究 PAGE PAGE 19 电子商务背景下数字化产品定价策略研究 摘 要 随着电子商务的快速发展，逐渐形成的网络产品市场日益走向繁荣。网络经济是以消费者的需求为主导的新的经济形式。与传统经济相比较，网络经济具有其独特的市场特征，在网络经济条件下信息产品尤其是数字化产品的供应商要在竞争中取得成功和获得收益，不仅仅要求其技术本身的先进程度，还在于要紧紧抓住网络经济下的市场特征，顺应网络经济的规则要求，以消费者为中心。因此，研究电子商务背景下数字化产品的营销规律对于提高我国数字化产品供应商在市场中的竞争能力无疑具有重要意义。定价策略是企业营销策略中最关键的一环，产品在各个价值链中所增加的价值最终都将在价格上得到实现，实践中，数字化产品的商家也都视价格决策是其战略决策的一个重要部分。本文首先对数字化产品的特性和成本结构进行了分析，在此基础上，对电子商务背景下数字化产品的定价策略进行了尝试性研究，以期对数字化产品的商家提供一些有益建议。 关键词：数字化产品；定价；电子商务；差别定价 Abstract With the rapid development of electronic commerce, the number of network products is increased rapidly. Network economy is a new economic form which based on the lead of consumers demand. Compared with the traditional economy, network economy has its unique market characteristics, in the network economy condition information products especially the digital product suppliers want to succeed and achieve earnings in the competition, requires more than its technology itself, but also to seize the market characteristic under the network economy, complied with the rules of network economy requirements, in consumer as the center. Therefore, The context of e-commerce digital product marketing rules for improving supplier of digital product competitiveness in the market is undoubtedly of great significance. Pricing strategy is the enterprise marketing strategy of the most important part of products in each value chain, the value of that increase in prices will eventually be achieved. In practice, the digital product business has also put price decisions as an important part of strategic decision. In this paper , the characteristics of digital products and cost structure were analyzed firstly.On this basis, the context of e-commerce digital product pricing strategies have been trying to research, in order to provide some effective advice to merchants. Key words : digital Produets; pricing; eletronieeommeree; dieffrentialPrieing 1 绪 论 1.1研究的背景