Study Of Online Information Product Pricing

Under information economic circumustance, comparing with traditional product, online information product {OIP) is endowed with special technology and economic characteristics, and the consumer's behaviour has new characteristics with the history, culture and economic circumustance changing. How to combine the characters of information product's and consumer's behaviour's with the information economic circumustance to provide right marketing and developing strategy is the academic frontier and is the academic foucs. Product pricing is the most flexible and artisitic among of marketing strategy.OIP is such information goods whose marketing and transportation is mainly completed by Intenet. During its value fulfilled process, there are three kind of key parts: information service provider (ISP), Internet acess provider (IAP), and consumer. The relationships of those roles will influence the pricing results of OIP. According to the technologic and economic characterizes, and considering the relationship of three parts, this dissertation study how to pricing OIP. Firstly, the defination and characteristics of OIP is summarized, classic pricing strategies of OIP are reviewed and introduce the questions will be studied in this dissertation. Secondly, focusing on the customization pricing questions, the customization decision is studied. Thirdly, focusing on the market power of ISP and IAP, bundling pricing is studied. Fourthly, considering the congestion of Internet, nonlinear pricing of information service is studied. Finally, considering the flexibility of consumer's behaviour, introducing the concept of priority option service, and modeling the consumner behavior, pricing of such service is studied.Some conclusions are drawn from this dissertation as following:Firstly, facing the problility of customization producing failure, ISP can collect earnest to avoid such risk, and the relationship is strategic substitutive between customization decision and price decision. With the development of customization technology, the phenomenon of overinvest in customization will to be. Secondly, when ISP and IAP simultaneously decide it's price, they both cut half of the profit in the OIP market and when they are palying stankerberg game, the first mover advantage will be obtained.Thirdly, considering the negative externality, nonlinear pricing can fulfilled the Pareto allocation.Finally, when ISP provides the priorty option service, the consumer is locked in the service system, and the congestion of system can be alleviated.