Title :
Pricing Strategies for Mobile Service Products with Vertical Differentiation
Author :
Chong, Xiaoli ; Zhang, Jinlong ; Wang, Weizhou ; Wang, Yuchen
Author_Institution :
Sch. of Manage., Huazhong Univ. of Sci. & Technol., Wuhan, China
Abstract :
This paper introduces the quality of service products and network externalities intensity coefficient into consumer utility function, and analyzes the impact on market share and profits in incomplete market coverage of a duopolistic marketing with the difference of network externalities and quality of products. It´s shown that the profits increased neither depend on the network externalities nor quality of products, but depends on the marketing strategy of the service products. Different quality of service products in the market competition has its own advantages.
Keywords :
consumer behaviour; pricing; profitability; telecommunication industry; consumer utility function; duopolistic marketing; market share; marketing strategy; mobile service products; network externalities intensity coefficient; pricing strategies; profits; vertical differentiation; Barium; Companies; Games; Mobile communication; Mobile computing; Monopoly; Pricing; Mobile service; network externality; service products; vertical differentiation;
Conference_Titel :
E-Business and E-Government (ICEE), 2010 International Conference on
Conference_Location :
Guangzhou
Print_ISBN :
978-0-7695-3997-3
DOI :
10.1109/ICEE.2010.526