基于用户感知价值的在线教育产品定价研究

发布时间：2018-05-14 14:16

本文选题：在线教育产品 + 用户感知价值　；参考：《宁波大学》2015年硕士论文

【摘要】：随着电子商务快速发展,在线教育行业成为了互联网企业纷纷涉足的朝阳产业,然而初创期的行业环境使得整体盈利情况并不理想。本文以在线教育产品为研究对象,以期为在线教育产品定价提供一种思路,以改善盈利情况。在线教育产品是在互联网技术高速发展起来的产物,由于一系列的新特征,使得传统边际成本定价方法失效。因此,本文将围绕用户感知价值为重要定价因素进行产品定价研究。首先,本文以价值理论、用户感知价值理论以及信息产品定价研究为理论基础,从而来确定在线教育产品可研究方向。接着本文形成了一个以产品—环境—“人”为主要内容的研究环,构成定价影响因素。在这部分中,本文主要深入探析在线教育产品的基本特性与产品构成层次,选取了在线教育产品所处的行业大环境以及外部宏观环境。本文还阐述了各类政策、信息技术等对该行业发展支撑作用,并且对供应商和企业用户进行了分析。然后,本文进一步研究了基于用户感知价值的在线教育产品定价基础,分析用户感知价值与产品定价之间的关系。随后,以单边市场和双边市场为研究背景,企业利润最大化为基础,构建了在线教育产品定价模型,提出应用于初创期的在线教育产品的多元化定价策略。最后,在本文末尾总结了本文局限性以及在线教育产品定价可进一步研究的方向。本文主要创新点包括了两方面:一是在已有的用户感知价值理论与利润函数理念下构建了单边市场下的在线教育产品定价模型。在此基础上又引入了双边市场理论构建定价模型,发现用户感知价值理论下两种市场下价格之间的关系;二是在用户感知价值理论下,证明了边缘用户为定价研究对象的理论可行性。
[Abstract]:With the rapid development of electronic commerce, online education industry has become the sunrise industry that Internet enterprises have set foot in one after another. However, the initial industry environment makes the overall profit situation is not ideal. This paper takes online education product as the research object, hoping to provide a way of thinking for online education product pricing, in order to improve the profit situation. The product of online education is a result of the rapid development of Internet technology. Because of a series of new features, the traditional marginal cost pricing method is ineffective. Therefore, this paper will focus on the user perceived value as an important pricing factor for product pricing. Firstly, based on the theory of value theory, user perceived value theory and information product pricing, this paper determines the research direction of online educational products. Then this paper forms a product-environment-"people" as the main content of the research ring, constitute pricing factors. In this part, this paper mainly analyzes the basic characteristics and product structure of online education products, and selects the industry environment and external macro environment of online education products. This paper also expounds the supporting role of various policies and information technology to the development of the industry, and analyzes the suppliers and enterprise users. Then, this paper further studies the pricing basis of online educational products based on user perceived value, and analyzes the relationship between user perceived value and product pricing. Then, on the basis of unilateral market and bilateral market, the pricing model of online education product is constructed based on the maximization of enterprise profit, and the diversification pricing strategy of online education product applied to the initial stage is put forward. Finally, at the end of this paper, the limitations of this paper and online education product pricing can be further studied. The main innovations of this paper include two aspects: one is to construct the pricing model of online educational products under unilateral market under the theory of perceived value of users and the concept of profit function. On the basis of this, the paper introduces the two-sided market theory to construct the pricing model, and finds the relationship between the two kinds of market price under the user perceived value theory, and the second is under the user perception value theory. The theoretical feasibility of marginal user as the research object of pricing is proved.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G434;F724.6

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