Research On Pricing Of Digital Publishing Of Online Literature

With the development trend of network literature industrialization and platformization,the business model of network literature industry and the pricing strategy of network original literature are gradually concerned by the industry and academia.In the pricing strategy of a single,profit mode failure under the realistic dilemma of how to pay according to user’s willingness to enhance every reader unit pay,how to satisfy personalized consumer demand for more consumer surplus,how the original network literature more flexible and appropriate pricing strategy,is urgently needed to solve problems.Based on the investigation of 32 online literature platforms,this study adopts the case study method to explore the practical application of pricing strategy of online original literature by summarizing the paid products and services of different online literature platforms.At the same time,semi-structured in-depth interviews were conducted with users of online literature platforms,and the grounded theory was used to encode the interview data step by step,analyze the consumer demand,behavior and emotion of users of online literature platforms,and summarize the factors influencing the pricing of online original literature under user demand orientation.The research finds that there are six pricing strategies for original online literature,which are free reading,free reading,chapter subscription,monthly subscription,membership recharge and reward payment,and they use demand-oriented pricing methods such as solicitation pricing,differential pricing,cognitive value pricing and segmentation pricing.Under the guidance of user demand,pricing is influenced by consumption cost,product use,service experience,self-expression and value proposition.Therefore,pricing strategies should be optimized from the following aspects: dividing product versions,discriminating pricing,encouraging authors to make independent pricing.This study investigates the objective validity and logical inevitability of the application of information product pricing theories to the pricing of network original literature,realizes the theoretical innovative application of network original literature pricing research,and expands the user perspective of related research through in-depth interviews to understand user needs.At the same time,under the theoretical view,it provides a feasible optimization plan for the pricing strategy of network original literature,and provides a transformation strategy for the network literature platform to build a "user center" service platform.