What are the price strategies of network marketing?

The price strategy of network marketing is mainly divided into the following categories:

1, low price pricing strategy

With the help of the internet, sales are cheaper than traditional sales channels, so the online sales price is generally lower than the mass market price. Because the information on the Internet is open and easy to search and compare, online price information plays an important role in consumers' purchase. According to research, consumers choose online shopping, on the one hand, because online shopping is more convenient, on the other hand, because they can get more product information from the Internet, so as to buy goods at the most favorable price.

2. Customize the production pricing strategy

(1) customized production connotation

The characteristics of personalized service in network marketing service strategy are analyzed. As an important part of personalized service, customized production is the basic form to meet customers' personalized needs in the network era. Customized production can be divided into two categories according to customers. One is customized production for industrial organization market, which belongs to the cooperation between suppliers and orderers. For example, when Boeing designs and produces new aircraft, its suppliers are required to organize production according to their overall aircraft design standards and cost requirements. This kind of customized production belongs to the industrial organization market, mainly because downstream enterprises put forward demand and cost control requirements to upstream enterprises through the industrial value chain. Through cooperation with downstream enterprises, upstream enterprises design, develop and produce spare parts products that meet the needs of downstream enterprises.

(2) Customized pricing strategy

Customized pricing strategy is to help consumers choose and configure personalized products that can meet their own needs and bear the price cost they are willing to pay by using network technology and aided design software on the basis of customized production. Dell users can learn about the basic configuration and functions of this model product through its web page, and configure their most satisfactory products within the affordable price range according to actual needs, so that consumers can buy their favorite products at one time. At the same time, consumers also choose products that they think are suitable in price, so they have a more transparent understanding of product prices and increase the credibility of enterprises in front of consumers. This attempt to allow consumers to customize pricing and ordering is only in the initial stage. Consumers can only choose within a limited range, and cannot completely require enterprises to meet all their individual needs.

3. Use pricing strategy

In the traditional trading relationship, the sales of products are full property rights, and customers have full property rights after purchasing them. However, with the development of economy and the improvement of people's living standards, people's demand for products is increasing, and the service life of products is getting shorter and shorter. Many products are no longer used after being bought several times, which is very wasteful, thus restricting the demand of many customers for these products. In order to change this situation, we can adopt the method of pricing according to the number of times of use, similar to leasing on the Internet.

4. Auction bidding strategy

Online auction is a rapidly developing field, and economics believes that auction is the most reasonable way to form the most reasonable price in the market. Online auctions are conducted by consumers in turn through the Internet, and the highest bidder wins within the specified time.

According to the relationship between supply and demand, the bidding methods of online auction are as follows:

(1) Bidding auction: The largest amount is CtoC transactions, including second-hand items and collectibles, or ordinary items can be auctioned. For example, HP also put some backlog products on the online auction.

(2) Bidding auction: it is the reverse process of bidding auction. Consumers put forward the price range of buying a certain commodity, and merchants bid. The bid can be public or hidden, and the consumer will reach a deal with the lowest or closest merchant.

(3) Collective bargaining: Before the advent of the Internet, this method was mainly a combination of foreign retailers, and wholesalers (or producers) exchanged quantity for price. After the emergence of the Internet, ordinary consumers can buy goods in this way. Call auction model is a trading model of collective bargaining by consumers. This is still a brand-new trading method in the domestic online bidding market. This model was put forward by the famous Priceline company in the United States. In China, Yabao has taken the lead in introducing this brand-new model into its own website.

As far as price is concerned, there are theoretically two price modes: floating price mode and fixed price mode. Floating price models include auction, auction and collective bargaining. Fixed-price models include supplier-priced direct sales, buyer-priced procurement and other pricing models.

In the auction transaction relationship, according to the relationship between the two parties, the transaction relationship can be formalized as the transaction mode X: Y. In the transaction mode, the meaning of X: Y is the comparison of the quantity of the supply and demand parties when the transaction is concluded. According to the quantitative comparison, there are the following four modes:

(1)1:1(1right1) transaction mode: most individual transactions (CtoC), enterprises selling goods by auction, and auction transactions conducted by traditional auction enterprises to a single buyer are all this mode.

(2) 1:n( 1 many-to-many) transaction mode: most business-to-person transactions (BtoC) are this mode. The formation of price in this model includes both forward pricing method led by suppliers and reverse pricing method led by demand side through collective bargaining.

(3)m: 1 (multi-pair 1) trading mode: When any supplier can't meet the demand side's batch requirements, many merchants will provide goods or services, which leads to the use of m: 1 trading mode.

(4)m:n (many-to-many) trading mode: When collective bargaining mode prevails and the number of buyers participating in collective bargaining exceeds the supply capacity of a single supplier, m:n trading mode will appear.