高技术产品定价模型研究——基于TCO和TVO均衡的视角

发布时间：2018-11-07 11:52

【摘要】：现行定价方法在应用于高技术产品时遇到困难,这主要是其价格结构中缺失拥有的总成本和拥有的总价值这两个要素所致。高技术产品的技术结构是影响价格决策的重要因素,这一影响通过拥有的总成本和拥有的总收益之间的交互关系或者说均衡关系得以实现。这一特征与一般产品,例如以标准化为导向的工业品或以消费者个性化为导向的消费品大相径庭,因此用一般产品定价方法为高技术产品定价显然是不合适的。文章构建了基于拥有的总成本和拥有的总价值均衡条件下的高技术产品定价模型,得到该模型的逻辑过程是:给出成本与预算双约束下的拥有的总成本曲线及此双约束下的拥有的总价值曲线,分别建立两组曲线内成本约束与预算约束的线性均衡关系,并通过两组线性均衡关系的均衡找到均衡价格。研究结论为高技术产品定价提供了参考。
[Abstract]:The current pricing method is difficult to be applied to high-tech products, which is mainly due to the lack of total cost and total value of ownership in its price structure. The technical structure of high-tech products is an important factor influencing the price decision, which is realized by the interaction or equilibrium relationship between the total cost and the total income. This feature is quite different from general products, such as standardised industrial products or consumer individualized consumer goods, so it is clearly inappropriate to use general product pricing methods to price high-tech products. Based on the equilibrium of total cost and total value of ownership, the pricing model of high-tech products is constructed in this paper. The logical process of the model is as follows: the total cost curve of ownership and the total value curve of ownership under double constraints of cost and budget are given, and the linear equilibrium relationship between cost constraint and budget constraint in two sets of curves is established respectively. The equilibrium price is found through the equilibrium of two groups of linear equilibrium relations. The conclusion provides a reference for the pricing of high-tech products.
【作者单位】：北京工商大学商学院;
【分类号】：F276.44;F224

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