互联网环境下电子书和纸质书的双渠道定价策略研究

发布时间：2018-03-16 21:56

本文选题：供应链　切入点：电子渠道　出处：《北京邮电大学》2014年硕士论文　论文类型：学位论文

【摘要】：在互联网高速发展的今天,人们对于网购已经习以为常,对电子书这样一种特定的数字产品的需求也越来越大。亚马逊的Kindle系列阅读器的出现,改变了电子阅读一直以来发展缓慢的局面,成为了电子书发展的一个转折点。电子书的销售量甚至有赶超纸质书的趋势。然而,电子书的定价到目前为止还没有统一的标准与模式,电子书的价格制定在某些情况下掌握在出版社的手里,在某些情况下则掌握在销售渠道的手里,因此对电子书定价的研究也就显得至关重要。本文对电子书的定价模式和双渠道条件下的供应链管理进行了剖析。在本文中,电子书不是由出版社直接销售给消费者,而是通过电子商务平台销售给消费者,电子商务平台和出版社有三种选择,只销售电子书、只销售纸质书和同时销售纸质书和电子书。本文研究了在这三种模式下,电子书和纸质书最优定价策略。探究了出版社、电商平台、终端厂家应该做出怎样的决策才能使它们各自获得利益,也促进电子书的良性发展。研究了消费者对电子书的接受程度对整个供应链的最优决策的影响。
[Abstract]:With the rapid development of the Internet, people have become accustomed to online shopping, and the demand for e-books, a specific digital product, is growing. It has changed the slow development of e-reading, and has become a turning point in e-book development. E-book sales even catch up with paper-based books. However, So far, there is no uniform standard and model for pricing e-books. The pricing of e-books is in the hands of publishers in some cases, and in the hands of sales channels in some cases. Therefore, it is very important to study the pricing of e-books. This paper analyzes the pricing model of e-books and the supply chain management under the condition of dual channels. In this paper, e-books are not directly sold to consumers by publishing houses. Instead of selling to consumers through e-commerce platforms, e-commerce platforms and publishing houses have three options: selling only e-books, selling only paper books and selling paper books and e-books at the same time. The best pricing strategy for e-books and paper-based books. It explores the decisions that publishers, ecommerce platforms, and terminal manufacturers should make in order to benefit each other. It also promotes the healthy development of e-books. The influence of consumers' acceptance of e-books on the optimal decision of the whole supply chain is studied.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F224;F713.36

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