浅析电子商务环境下数字产品定价策略的选择.doc

本科毕业论文(设计) ( 2015届) 题 目： 浅析电子商务环境下数字产品定价策略的选择 姓 名： 学 号： 111090144 院 别： 经济与管理学院 专 业： 工商管理 浅析电子商务环境下数字产品定价策略的选择 摘 要 由于互联网技术的不断进步，网络化进程不断加快，越来越多的人开始通过网络来开展商务活动，而数字产品以其独特数字化特征的在如今电子商务中扮演着举足轻重的角色。但是在错综复杂的电子商务环境下，数字产品却面临着盗版、垄断、定价困难等问题的困扰。网站的运营成本、产品的研发费用都是影响数字产品定价的重要因素。当下消费者的收入已经较之前有了很高的增长，通过网络消费来数字产品的已经成为他们一种习惯，也是数字产品在电子商务环境下取得不俗成绩的大好时机。如何把握好这些是数字产品企业发展壮大必须要考虑的问题，而价格策略就是企业首先要解决的问题。免费、差别、捆绑和交叉补贴是当下被数字产品厂商所广泛使用的价格策略，本文结合不同的数字产品，就它们适合什么样的定价策略进行具体分析，探讨如何使相关企业能够获得最大的利益。 关键词：网络、电子商务、数字产品、定价策略 Analysis of digital products under the environment of electronic commerce pricing strategy ABSTRACT With the development of Internet technology, network to speed up the process, more and more people began to carry out business activities through the network, and digital products with its unique digital character plays an important role in nowadays electronic commerce plays a role. But in the electronic commerce environment complex, digital products are pirated, monopoly pricing difficulties and other problems. The site operating costs, product development costs are important factors affecting the pricing of digital products. The current consumer income has compared to the previous high growth, through the network consumption of digital products has become a habit, but also a good opportunity for digital products in the e-commerce environment has made impressive achievements. How to grasp the digital product development and expansion of enterprises must be taken into consideration, and the enterprise pricing strategy is the first problem to be solved. Free, difference, bundling and cross subsidies are now widely used by digital products manufacturers price strategy, combined with digital products, are suitable for what kind of pricing strategies for specific analysis, to explore how to make the relev