How much do you know about the pricing strategy of online marketing?

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.

Direct low-price pricing strategy is because most pricing uses cost plus a certain profit, and some even have zero profit, so this pricing is lower than similar products under the condition of open price. Generally, it is the pricing method adopted by manufacturing enterprises when selling directly on the Internet. For example, Dell's computer pricing is lower than that of other companies with the same performance 10- 15%. The basis of adopting low-cost strategy has been pointed out in the previous analysis, and enterprises can save a lot of costs through the Internet.

Another low-price pricing strategy is discount strategy, that is, a discount is given to the price on the basis of the original price. This pricing method can let customers directly know the price reduction range of products, so as to promote customers' purchase. This price strategy is mainly used in some online stores, and it is generally discounted according to the popular price in the market. For example, Amazon's book prices are generally discounted, and the discount price reaches 3-5 fold.

If the enterprise wants to expand the online market, but the product price does not have the competitive advantage, it can adopt the online promotion pricing strategy. Because of the wide range of online consumers and large purchasing power, many enterprises adopt temporary promotion pricing strategy to open up the online sales situation and promote new products. In addition to the discount strategy mentioned above, promotional pricing is usually used for bonus sales and bonus sales.

When adopting the low-price pricing strategy, we should pay attention to the following points: first, because the Internet is developed from free resources, users generally think that online goods are cheaper than those purchased through general channels, and it is not suitable for selling products that customers are price-sensitive and enterprises are difficult to reduce prices online; Secondly, when publishing prices online, we should pay attention to distinguish between consumers, generally distinguish between ordinary consumers, retailers, wholesalers and partners, and provide different channels for publishing price information, otherwise the confusion of marketing channels may be caused by the confusion of low-price strategy; Third, when publishing prices online, we should pay attention to comparing the prices published by similar websites, because consumers can easily find the cheapest goods online through search function, otherwise publishing price information will be counterproductive.

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.

Because the individual needs of consumers vary greatly, and the demand of consumers is small, enterprises must adapt to the changes of production and sales in small batches, multiple styles, specifications and varieties in management, supply, production and sales. In order to adapt to this change, enterprises adopt ERP (Enterprise Resource Planning) to realize automation and digital management in management, CIMS (Computer Integrated Manufacturing System) in production and SCM (Supply Chain Management) in supply and distribution.

(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.

The so-called use pricing means that customers can directly use a company's products after registering through the internet, and customers only need to pay according to the number of uses, without completely purchasing the products. On the one hand, it reduces the unnecessary waste of production and packaging caused by enterprises in order to completely sell products, and at the same time, it can attract customers who have concerns in the past to use products and expand market share. Customers only pay for each use, which saves the trouble of buying, installing and disposing products and unnecessary expenses. For example, Microsoft plans to put its product Office2000 on its website in 2000, and users will register and use it through the Internet, and pay according to the number of uses.

When pricing according to the number of uses, it is generally necessary to consider whether the product is suitable for transmission through the Internet and whether it can be called remotely. Suitable products are software, music, movies and other products. Taking software as an example, China UFIDA Software Company has launched online financial software. After registering online, users can directly handle accounts online, without buying software or worrying about software upgrade and maintenance. For music products, you can also download them online or use special software to order them; For film products, remote video-on-demand can be realized through the video-on-demand system VOD, without buying videos. In addition, the use of call-by-call billing puts high demands on the bandwidth of the Internet, because a large amount of information must be transmitted through the Internet. If the bandwidth of the Internet is not enough, it will affect data transmission, which will inevitably affect customers' renting and viewing.

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 sides when the transaction is concluded. According to the quantitative comparison, there are the following four modes:

(1)1:1(1pair1) transaction mode: most individual transactions (c-to-c), 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 (b to c) 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) transaction 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 transaction 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.

Some of the above auction bidding methods are the most market-oriented ones. With the expansion of the Internet market, more and more products will be auctioned through the Internet. The buyers targeted by auction price are mainly the consumer market, and individual consumers are the main body of the auction market. Therefore, auction bidding is not the preferred pricing method for enterprises, because auction bidding may destroy the original marketing channels and price strategies of enterprises. It is more suitable for enterprises to auction products with competitive prices online, especially some overstocked products; It can also be some new products of enterprises, which can promote sales through auction display. Many companies auction their products at low prices online to attract consumers' attention.

The above pricing strategies are several effective strategies that enterprises can consider when using network marketing to expand the market. Not all products and services can adopt the above pricing method. Enterprises should decide the pricing strategy according to the characteristics of products and the development of network market. No matter what strategy is adopted, the pricing strategy of the enterprise should be coordinated with other strategies to ensure the implementation of the overall marketing strategy of the enterprise.