信息产品的定价研究

发布时间：2018-04-03 02:10

本文选题：信息产品定价　切入点：网络外部性　出处：《中国海洋大学》2005年硕士论文

【摘要】：信息产品的高固定成本、低边际成本的特殊成本结构使信息产品具有巨大的供方规模经济性;而信息产品的网络外部性又使信息产品具有需方规模经济性。信息产品的这些特性给其定价提出了挑战。传统的基于成本的定价方法已经不适用信息产品领域,厂商必须基于顾客对信息产品的价值认知进行定价才能够获得收益。论文首先对信息产品内涵作了科学的界定,进而详尽地分析了信息产品的特点和信息产业的各种参与者,结合产品定价的一般理论和方法,分析总结出信息产品的战略决策流程。在此基础上,论文着重分析了两种基于顾客价值的可供选择的定价策略:差别定价和捆绑销售定价。由于信息产品的系统性和网络外部性,信息产品的竞争最重要的不是市场份额的竞争,而是标准的竞争。所以厂商采取正确的策略在行业的标准制定甚至是标准战争中取得有利地位是极端重要的。正确的价格策略会在其中发挥重要作用。论文分析了几种可供选择的价格策略在标准战略中的作用和应用。由于信息产品供方规模经济和需方规模经济的共同作用,垄断在信息产业是必然的。垄断本身是无罪的。但当厂商利用垄断地位来掠夺顾客和遏制创新时,垄断就是非法的和必须消除的。所以论文还着重分析了信息产品的提供商如何应对政府对信息产业的反垄断管制。论文在分析中参考和引用了前人的关于定价研究的一般理论和方法,重点采用了定性分析结合定量分析的方法力图建立信息产品定价的战略决策流程。论文的研究不仅对信息产品的定价有实际意义,而且论文的分析方法可以拓展到其他的类似的领域或行业,如半导体芯片行业和电讯行业。
[Abstract]:The high fixed cost of information product and the special cost structure of low marginal cost make the information product have huge supply-side economies of scale, while the network externality of information product makes the information product have demand-side economies of scale.These characteristics of information products pose a challenge to their pricing.The traditional cost based pricing method is no longer applicable to the field of information products, and manufacturers must price the value of information products on the basis of customers in order to obtain revenue.In this paper, the connotation of information products is defined scientifically, and then the characteristics of information products and various participants in information industry are analyzed in detail, combining with the general theory and method of product pricing.Analyze and summarize the strategic decision process of information products.On this basis, this paper focuses on the analysis of two alternative pricing strategies based on customer value: differential pricing and bundling pricing.Because of the systematization and network externality of information products, the most important competition of information products is not the competition of market share, but the competition of standard.Therefore, it is extremely important for manufacturers to take the right strategy to gain a favorable position in industry standard-setting and even standard warfare.The right price strategy will play an important role in it.This paper analyzes the role and application of several alternative pricing strategies in standard strategies.Monopoly is inevitable in the information industry because of the joint effect of the scale economy of information product supplier and the economy of scale on the demand side.Monopoly itself is innocent.But monopolies are illegal and must be eliminated when firms exploit monopoly status to plunder customers and curb innovation.Therefore, the paper also analyzes how the information product providers deal with the government's anti-monopoly regulation of the information industry.In this paper, the general theories and methods of pricing research are referenced and quoted, and the qualitative analysis combined with quantitative analysis is used to establish the strategic decision-making process of information product pricing.The research of this paper is not only of practical significance to the pricing of information products, but also can be extended to other similar fields or industries, such as semiconductor chip industry and telecommunications industry.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：F062.5

【引证文献】