ABSTRACT
The orientation goal of enterprise marketing is the total user value which is composed of product value, service value, brand value, and enterprise value. Product value and service value will convert into user value only after they are spread. Marketing managers should set a basic price, namely, the general price level for enterprises to sell commodities or services, after understanding the influences of price strategies on enterprise production and marketing. Two-part pricing may attract the consumers who would not pay a high fee even if the service is available for unlimited times. Word-of-mouth communication of a product is essentially the results produced by the media attribute of the product or service. Online services are growing in the age of Internet economy. “Service marketing” is a marketing means that focuses on customers and then provides services to eventually achieve beneficial exchanges. The competition of enterprises is in some sense service competition.
