Considering the basic and surplus functional attributes of mobile services, this paper measures consumer utility of mobile service based on the binary value system of utility theory. Further, the influence of consumer utility on purchase decision under 3 party gaming is considered. By deriving the pricing strategies of the operators with different competitive advantage, the influences of price level and consumers’ utility on the profit and market share of different operator are discussed.
种晓丽, 张金隆, 满青珊, 鲁耀斌. 基于消费者效用的移动服务定价策略研究[J]. J4, 2011, 8(12): 1823-.
CHONG Xiao-Li, ZHANG Jin-Long, MAN Qing-Shan, LU Yao-Bin. Study on Mobile Services Pricing Strategy Based on Consumer Utility. J4, 2011, 8(12): 1823-.