What strategies do enterprises generally adopt to price online marketing products?

In order to effectively promote the online sales of products, enterprises must formulate effective price strategies for the online market. Because of the openness of online information and easy search by consumers, online price information plays an important role in consumers' purchase. Consumers choose online shopping, on the one hand, because online shopping is more convenient, on the other hand, because they can get a lot of product information from the Internet, so they can choose the best. There are many online pricing strategies. In this part, according to the characteristics of network marketing, it mainly expounds the low price pricing strategy, customized production pricing strategy, use pricing strategy, discount pricing strategy, auction pricing strategy and reputation pricing strategy. First, the low-price strategy is sold through the Internet, which is lower than the traditional sales channels, so the online sales price is generally lower than the popular market price.

Adopting low-price strategy means that the price must be lower than that of similar products under the condition of open price. On the one hand, this strategy is adopted because enterprises can save a lot of costs through the Internet; On the other hand, this strategy is also used to expand publicity, increase market share and occupy new markets in the online market. When adopting this strategy, we should pay attention to the following three points: first, it is not suitable for selling products that customers are sensitive to price and it is difficult for enterprises to reduce prices online; Secondly, when publishing prices online, we should pay attention to distinguishing consumers and provide different channels for publishing price information for different consumers. Third, because consumers can easily search for similar products with the lowest price on the Internet, they should pay attention to comparing the prices published by similar websites when publishing prices online, otherwise the release of price information will be counterproductive.

Second, personalized customized production pricing strategy Personalized customized production pricing strategy is to help consumers choose and configure personalized products that can meet their own needs and bear the price costs they are willing to pay on the basis that enterprises can implement customized production. This strategy is to use the characteristics of network interaction to determine the price of goods according to the specific requirements of consumers. The interactivity of the network makes personalized marketing possible, and it will also make personalized pricing strategy likely to become an important strategy of network marketing.

Third, the use pricing strategy The so-called use pricing means that after customers register through the Internet, they can directly use a company's products, and customers only need to pay according to the number of uses, instead of buying the products completely. On the one hand, it reduces a lot of unnecessary production and packaging waste in order to sell the products completely, and at the same time, it can attract customers who have concerns in the past to use the products and expand market share. Using this pricing strategy, it is generally necessary to consider whether the product is suitable for transmission through the Internet and whether it can be called remotely. At present, the suitable products are software, music, movies and other products.

4. Discount pricing strategy In order to encourage consumers to buy more enterprise products, quantity discount strategy can be adopted; In order to encourage consumers to pay on time or in advance, cash discount strategy can be adopted; In order to encourage middlemen to buy goods in the off-season or consumers to buy goods in the off-season, seasonal discount strategy can also be adopted.

Verb (abbreviation of verb) auction pricing strategy Online auction is a rapidly developing field and the most market-oriented and reasonable way. With the expansion of the Internet market, more and more products will be auctioned through the Internet. At present, the purchasing group is mainly the consumer market, and individual consumers are the main body of the auction market. Therefore, this strategy is not the first choice for enterprises at present, because it may destroy the original marketing channels and price strategies of enterprises. What is more suitable for online auction bidding is the original backlog products of some enterprises, or new products of some enterprises, which can play a promotional role through auction display.

In the early stage of the development of online marketing, consumers still have many doubts about online shopping and ordering, such as whether the quality of goods ordered online can be guaranteed and whether the goods can be delivered in time. Therefore, for enterprises with good reputation, the price can be set higher when conducting online marketing; On the contrary, the price is set lower. In short, enterprises can choose the appropriate price strategy according to the characteristics of their products and the development of the online market. But 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. In addition, because the free nature of information products on the Internet has been deeply rooted in people's hearts, free price strategy is a commonly used marketing strategy. Although this strategy is generally short-term and temporary, it will greatly promote the sales and promotion of products. Many new companies have succeeded in one fell swoop with this strategy. At present, the purpose of adopting free strategy in network marketing is to let users use it for free first, and then start charging after getting used to it; Second, we want to tap the subsequent commercial value and formulate pricing strategies based on the needs of strategic development. The main purpose is to occupy the market first, and then gain profits in the market.