Research On Pricing Models Of Mobile Commercial Products Based On Customer Loyalty

Along with the rapid development of mobile communication and the popularizationof intelligent mobile terminals, lots of application services based on the wireless networkhas emerged. Mobile commerce has become one of the most potential industries aroundthe world. However, mobile commerce in China has a late start, limited coverage, andhigh homogeneity. The oligarchic competition of mobile products mainly focuses on priceand public opinion. Under this condition, it is very important to transfer the competitionfocus and have an overall development by discover more customer values for the mobilecommerce in China.Based on the research and analysis of the pricing of Chinese and foreign mobilecommercial products, this thesis points out that passive economic cost pricing model ofChinese products cannot bring large capacity of price raising based on the customerloyalty, which in turn, weakens the capacity of profitability. This thesis builds the indexsystem of customer loyalty evaluation and customer loyalty evaluation model by analytichierarchy process and fuzzy synthetical decision process. Then it combines it with theHotelling model of price competition and builds the Hotelling model of price competitionbased on customer loyalty. In the end, this thesis takes the mobile phone newspaper byChina Mobile as an example, analyses the pricing of it under the customer loyaltysituation and comes up with the competition strategies based on this study.This research is very essential to the mobile commercial product pricing studies bothon theoretical level and reality level. This thesis will combine the theory of customerloyalty and the pricing of mobile commercial products and bring up the thoughts andmethods of the pricing based on customer loyalty, which will enrich the theory system ofprice. At the same time, this thesis comes up with the pricing competition strategiesfocused on customer loyalty and solves the pricing problem of highhomogeneous products in the oligarchic competition. This can provide some references forenterprises for orderly competition.