互联网时代数字化产品定价策略探索

发布时间：2018-03-07 14:41

本文选题：网络经济　切入点：数字化产品　出处：《西南财经大学》2006年硕士论文　论文类型：学位论文

【摘要】： 首先介绍一下选题意图,然后介绍本文的一些主要内容分析方法。选题目的: 互联网的应用和普及和网络经济的兴起为人们的生活带来了翻天覆地的变化,新经济时代的来临对传统经济的冲击是显而易见的。因特网的快速增长使其成为销售数字化产品的重要渠道和媒介。互联网时代信息产业的全新表现形式就是所谓的网络经济,网络经济是以消费者的需求为主导的新的经济形式。与传统经济相比较,网络经济具有其独特的市场特征,在网络经济条件下信息产品尤其是数字化产品的提供商要在竞争中取得成功和获得收益,不仅仅要求其技术本身的先进程度,还在于要紧紧抓住网络经济下的市场特征,顺应网络经济的规则要求,以消费者为中心。因此,研究网络经济下数字化产品的营销规律对于提高我国数字化产品提供商在市场中的竞争能力无疑具有重要意义。而定价策略又是企业营销策略中关键的一环,产品在各个价值链中所增加的价值最终在价格上得到实现。目前的数字化产品商家越来越把价格决策作为自己战略决策的一部分。本文就主要分析网络经济坏境下数字化产品的定价策略。数字化产品是信息技术发展的产物,在网络经济环境下的数字化产品的具有与传统产品截然不同的特性,包括非破坏性、可改变性和可复制性三种物理特点。以及特殊的经济特征,尤其是“高固定成本,低边际成本”的成本结构,造成了传统供求曲线和新古典均衡分析的失灵,所以针对传统产品的定价策略已经完全不适应网络经济时代的发展。数字化产品需要更为灵活的定价以保证其收益率。本文运用经济学的基本分析方法,通过对数字化产品的特性和成本结构的分析,对互联网环境下的数字化产品定价策略进行了尝试性研究,并且通过案例分析其实用性。主要内容和分析方法:
[Abstract]:First introduce the intention of the topic, then introduce some of the main content analysis methods. The purpose of the topic is:. The application and popularization of the Internet and the rise of the network economy have brought about earth-shaking changes in people's lives. The impact of the new economic era on the traditional economy is obvious. The rapid growth of the Internet has made it an important channel and medium for the sale of digital products. The new manifestation of the information industry in the Internet era is the so-called network economy. The network economy is a new economic form dominated by consumers' needs. Compared with the traditional economy, the network economy has its unique market characteristics. Under the condition of network economy, if the information products, especially the digital products, want to be successful and profitable in the competition, they should not only require the advanced degree of their technology itself, but also grasp the market characteristics of the network economy. Comply with the rules of the network economy, take the consumer as the center. Therefore, It is of great significance to study the marketing law of digital products in the network economy for improving the competitive ability of our country's digital product providers in the market, and the pricing strategy is a key part of the enterprise marketing strategy. The value added by products in each value chain is finally realized in price. Nowadays, digital product merchants increasingly regard price decision as part of their own strategic decision. This paper mainly analyzes the bad situation of network economy. Digital products are the product of the development of information technology. The digital products in the network economy environment have distinct characteristics from the traditional products, including the three physical characteristics of non-destructive, changeable and reproducible, as well as the special economic characteristics, especially the "high fixed cost," The low marginal cost structure causes the failure of the traditional supply and demand curve and the neo-classical equilibrium analysis, so the pricing strategy for the traditional products has not been adapted to the development of the era of network economy. Digital products need more flexible pricing to ensure their return. This paper applies the basic analytical method of economics to analyze the characteristics and cost structure of digital products. This paper makes a tentative study on the pricing strategy of digital products under the Internet environment, and analyzes its practicability by case study. Main content and analytical methods:
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F062.5

【引证文献】