1、With the rapid growth of e-commerce, more and more conventional retailers have initiated sales online. Some traditional retailers have gained ground on the Web while the pure Internet retailers have been encountering economic difficulties and failing widely. There are different pricing behavior betw
2、een online-only retailers and online branches of multichannel retailers. (Tang & Xing, 2001) Interestingly, it is not the pure Internet outlets like” ” that are enjoying the real benefits of the Internet. This is because traditional retailers with a website earn 62 percent of all revenues. One reaso
3、n for this situation is that it is much cheaper for a multi-channel retailer to attract Web customers than for on-line only operation (organizations with no premises for customers to visit). (Chaston, 2002) Enders and Jelassi (2000) argue that for the time being, it is sensible to design a multi- ch
4、annel business model that includes both physical stores and online presence. However, this integration has turned out to be more difficult than expected. Having both online and offline distributio channels could contribute to major channel conflicts, different channels may require different pricing,
5、 and the Internet could compose a threat to the existing business model. Based on the study of Hyokjin K., books are position in a high-information required and a popular segment. Therefore, advertising practitioner may want to use internet and offline media print rather than radio or TV to stimulat
6、e interest (Hyokjin K. et al, 2002； p35). Online ads, for instance, provide information； while offline advertising campaigns are used to keep popularity. The integrated campaign works both to build image and sales over the long term. Among the findings in last years report is that consumers making p
7、urchases for readers aged 14 -17 are more likely to be motivated by recommendations from people they know than by reviews or price. Cover art, reviews, and price play the most important roles in motivating consumers to make purchase decisions about adult books. In order to support sales activities a
8、nd pricing book companies need to find out what their customers would value most. Online book sellers, to various degrees, had successfully pursued a differentiated strategy on dimensions of brand, price and assortment. (Clay et al., 2001； Smith and Brynjolfsson, 2001； P277). However, some online co
9、mpanies such as B, Barnes & N, and Bertelsmann each charged approximately the same price, differing at most by 5 cents； these prices were substantially higher than the lowest prices offered at other online retailers (Baker et al., 2001； Hamilton, 2001；Rayport www.bisg.org/publications/index.html 5 a
10、nd Jaworski, 2001；P278). Consumers will find that it is different buying from A or BN.com because the online interface and after-sales services are ifferent. In fact, the retailers with the lowest prices do not receive the most sales (Smith and Brynjolfsson, 2001). The new technology is today a part
11、 of the booksellers reality, most booksellers are connected to the Internet.- Director of the Swedish Booksellers Association Today, only about 38% of all books sold are purchased at traditional bookstores. Not surprisingly, the number of bookstores has been drastically diminished. (Peter Curman,199
12、9) Given the state of the Swedish book market, online bookselling has much to offer the reading public. In Sweden, e-commerce of all types is on the rise. Computer technology has been a boon to Swedish booksellers.Seelig,the largest wholesale distributor, offers quite an advanced computerized servic
13、e to the bookstores. Their new Web catalogue allows booksellers to order titles from around the world. It is also exciting that titles from the new digital publishing house PODIUM are now available in many stores. (Peter Curman, 1999) There are not many case studies being done for interpreting facto
14、rs that have impacts on pricing strategy. Therefore this can be seen as a pilot case, which will support future argument or leave as a question for further test by followers. The purpose of this master thesis is to understand the factors associated pricing strategy as well as find out the pricing st
15、rategy in the new business environment, virtual market place. This means that it must be possible to use the information that will be retained from the research as a compliment or comparison with the traditional theories. The theories related will be elaborated in the following chapter. Based on the
16、 discussion of background, we notice that a problem emerges: Pricing strategy in an offline and online environment. So we decide to put Pricing strategy in a offline and online environment. as our research discussion, to get a better understanding of online and offline pricing strategy. Although Swe
17、den is not the unique in the area of pricing strategies in offline and online environments, news came that Sweden has overtaken the US to become the leading nation in terms of e-readiness , based on new research from the Economist Intelligence Unit (EIU), Apr 04 2003. Ranking is based on a number of
18、 factors including connectivity and technology infrastructure, business environment, consumer and business adoption, social and cultural infrastructure, and legal and policy environment and support services. Kingdom of Sweden has successfully laid down the E- transaction law and guideline in recent
19、years . Moreover, according to the bar chart (See Figure 1.1), the e-commerce revenue in Sweden from 1999 to 2003 is supposed to increase from USD 1.11 (in billions) to USD 28.85, showing that the extent to which the Internet has pervaded the marketplace and reshaped business transactions, and the e
20、agerness with which citizens have incorporated Internet technology into their daily routines. 电子商务的快速发展 ,越来越多的传统零售商已经开始进行网络销售。一些传统的零售商在网络上有所斩获 ,而纯网络零售商一直遇到经济困难和失败。有不同的定价行为只能在线零售商和在线分支机构之间的多通道的零售商。(唐及腥 ,2001年 ) 有趣的是 ,它不是单纯的网 络网点像 “”,正在享受着互联网的实际效益。这是因为传统的零售商 ,他们有一个网站赚取 62%的收入。这样做的原因之一的情况下 ,它是一种多通道零售商要
21、便宜得多 ,为吸引顾客只比在线网络操作 (组织没有房屋客户参观 )。 (Chaston,2002年 ) 恩德斯和 Jelassi(2000)认为 ,随着时间的推移 ,它是一个明智的选择设计一个多 - 渠道业务模型 ,包括物理商店和上线的时候的安全。然而 ,这种集成已经成为比预期的更困难。同时拥有在线和离线分配通道 ,可能导致主要渠道冲突 ,不同的通道 ,可能需要不同的定价 ,和因特网可以组成一个威胁到现有的商业模式。 研究的基础上 Hyokjin k .书是一个位置 high-information要求以及受欢迎的部分。因此 ,广告从业者可能想利用互联网和离线媒体打印而不是收音机或电视机来刺激
22、利息 (k . Hyokjin学组 ,2002；人民 )。在线广告 ,例如 ,提供信息 ,而线下广告活动是用来保持普及。综合运动工程无论建造的形象和销售在长期的发展。研究中发现在去年的报告使购买的是消费者 ,为读者提供了年龄在 14 -17更有可能是受到的建议人们他们知道要比用评论或者价格。封面设计 ,评论 ,和价格扮演了最重要的角色在促使消费者做出购买决定关于成年的书。 为了支持销售活动和定价的书公司需要找出他们的客户最迫切需要的。网上书店 ,不同程度的 ,已经成功地追赶分化的策略上规模的品牌、价格、品种。苏达 (粘土等杂志 ,2001；2001年 ,史密斯和 Brynjolfsson P2
23、77)。 然而 ,一些网上公司 ,如 B,巴尼斯和 N每个指控 ,贝塔斯曼大致相同的价格 ,由不同最多 5美分 ；这些价格明显高于最低的价格提供其它网上零售商 (贝克苏达权等 ,2001；www.bisg.org/publications/index.html杂志 ,2001；Rayport汉密尔顿 2001年 ,第 5和 Jaworski P278)。 消费者将会发现它是不同的购买从亚马逊网站或 BN.com因为在线界面和售后服务是数字。事实上 ,零售商和最低的价格没有获得最多的销售 (史密斯和 Brynjolfsson,2001)。 今天是“新技术发展的一个重要组成部分的实相 ,大部分书商
24、连接到网际网路书商。 瑞典书商协会主任的今天 ,也只有 38%左右售课本上买来所有传统书店。这一点也不奇怪 ,一定数量的书店已被大幅度的减少了。 (彼得Curman,1999)给定的状态 ,在线 bookselling瑞典图书市场有很多东西可以提供大众读者。在瑞典 ,各种类型的电子商务正在上升。计算机技术已是一个恩赐给瑞典书商。公司的西利格先生 ,最大的批发经销商 ,提供了相当先进 的电脑服务书店。他们的新网页目录允许书商订购标题来自世界各地。它也刺激了 ,标题的新数字出版社从领奖台上现在可在许多商店里。” (彼得 Curman,1999) 目前 ,并没有很多案例研究正在做的解释因素的影响定价策略。所以这可以被看作是一个飞行员的案例 ,其中将支持未来的争论或离开看作一个问题作
