【作者】 张一兰；

【导师】 刘艳秋；

【作者基本信息】 沈阳工业大学 ， 企业管理， 2007， 硕士

【摘要】 B2C(business to customer)电子商务是指通过信息网络以电子数据信息流通的方式实现企业与消费者之间的各种商务活动、交易活动，是消费者利用因特网直接参与经济活动的形式。它的对象就是作为商务终端的消费者，只有充分调动他们的积极性，才能有效的启动电子商务消费群体，营造出良好的电子商务环境，从而拉动整个电子商务的发展和成长。同时，商品的定价是否恰当将直接关系产品的销售量和企业的利润额。而B2C电子商务又有消费者地点分散、订货时间不同、时效性不同、商品种类不同、订货批量小等自身特点，有形商品还面临实体配送的问题。因此，有必要对B2C电子商务有形商品定价影响因素、定价模型以及定价策略等相关问题进行系统的研究。本文首先介绍了与B2C电子商务相关的概念以及定价的相关理论；随后从宏观与微观两个角度对于B2C电子商务有形商品定价的影响因素进行了系统、全面的分析研究，其中，微观因素部分又从来自B2C企业的影响因素，以及来自于消费者的因素分别进行细致剖析；对B2C电子商务有形商品定价进行了量化分析，分别建立起B2C企业对商品的定价模型和消费者对商品的定价模型，确定出B2C电子商务商品定价范围，并给出定价过程模型，最终制定出价格；最后，提出适合前述定价范围内的商品的具体定价策略；通过对B2C电子商务特点和定价影响因素的分析，总结出了适合B2C电子商务有形商品的若干定价策略，并提出了几种新的定价策略，随后结合案例进行验证。本文从定价原则、定价影响因素、定价模型以及定价策略对B2C电子商务有形商品定价问题进行了系统的研究。与以往不同，本文不单独从交易的单方进行定价问题分析，而是从B2C企业和消费者交易双方分别进行研究，充分考虑了消费者对定价的作用。针对B2C的特点以及对前述影响因素的分析和定价过程的探讨，提出的新的定价策略对于现实具有指导意义。更多还原

【Abstract】 B2C (business to customer) e-commerce utilizes electronic data message flow to carry out the commerce and trade action between companies and consumers, and is a mode that consumers join in economic action using internet directly. The object of it is the terminal commercial consumers. Only increasing the positivity of consumers can startup the group of e-commerce consumers effectually and construct good condition for e-commerce to induce the development of e-commerce. The price of merchandise effects the distribution and gain of corporation. Moreover B2C e-commerce has a few characteristics: spreading consumers, different order times, different prescriptions, different types of goods and small order. Tangible goods also face a problem that they need distribute. It is essential to study the influential factors, models and strategies of pricing in B2C e-commerce.This paper firstly introduces some relative concepts of B2C e-commerce and some pricing theories. Secondly, from both macro and micro aspects this paper analyses the influential factors of tangible goods pricing in B2C e-commerce. In this part, micro factors are analyzed from the aspects of B2C companies’ influence and consumers’ influence; Tangible goods pricing in B2C e-commerce is quantified, and pricing models from B2C corporations and consumers are made out separately and finally determine the pricing range of B2C e-commerce goods; Making out the range of pricing, depicting the pricing process and fixing on the exact price. Finally, this paper analyses the proper strategies for the pricing range mentioned before; Through analyzing the characteristics and influential factors of tangible goods pricing in B2C e-commerce, this paper puts forward and analyses the probable strategies of tangible goods pricing in B2C e-commerce and bring forward some new pricing strategies, where after uses some cases to testify.This paper systematicly studies the tangible goods pricing in B2C e-commerce from principle, influencing factors, models and strategies of pricing. Different with before, this paper does not study pricing problems from simple recipe, but from both sides of B2C companies and consumers. This study shows us the role of consumers in the pricing system. To aim directly at the features of B2C and analysis of the factors which discussed in the paper, raise some new pricing strategies which can direct pricing.更多还原