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数字产品“免费”的原因、模式及盈利对策研究

发布时间:2018-06-09 00:53

  本文选题:互联网时代 + 数字产品 ; 参考:《现代情报》2017年08期


【摘要】:基于供求规律、博弈论和网络经济相关理论,本文首先分析了数字产品免费的原因,指出由于数字产品边际成本为零、原始投入急剧下降、互联网为其提供免费平台、数字产品免费的心理效应更强、数字产品日趋过剩、数字产品供应商非零和博弈等原因,数字产品必须免费。然后描述了数字产品免费模式的演变与发展,并基于三方市场和Freemium模式进一步说明数字产品应该免费存在。在此基础上,对免费背景下实现数字产品盈利的对策进行了探讨,提出将免费作为起点,基于定制产品、高级特征和增值服务收费;基于过剩思维,将注意力和时间作为稀缺资源,将兴趣和高度投入作为收入来源;规定多元化的收费标准,加大价格区间跨度,采用灵活多变的定价策略等建议。旨在为我国互联网企业深入了解数字产品免费原因、适应免费模式发展变化、采取有效的盈利策略从而增加企业利润提供决策依据。
[Abstract]:Based on the law of supply and demand, game theory and related theories of network economy, this paper first analyzes the reasons why digital products are free of charge, and points out that because the marginal cost of digital products is zero, the original input drops sharply, and the Internet provides a free platform for digital products. The psychological effect of free digital products is stronger, the digital products are becoming more and more excessive, and the suppliers of digital products have non-zero sum game, so digital products must be free. Then it describes the evolution and development of the free model of digital products, and further explains that digital products should exist free of charge based on the tripartite market and Freemium model. On this basis, the paper discusses the countermeasures to realize the profit of digital products under the free background, and puts forward the idea of taking free as the starting point, based on customized products, advanced features and value-added service charges, and based on excess thinking, It takes attention and time as scarce resources, takes interest and high investment as revenue source, prescribes diversified charging standards, increases the span of price range, and adopts flexible pricing strategies. The purpose of this paper is to provide the decision basis for the Internet enterprises in our country to understand the reasons for the free digital products, adapt to the development and change of the free mode, and adopt effective profit strategies to increase the profits of the enterprises.
【作者单位】: 盐城工学院经济学院;南京大学信息管理学院;
【基金】:江苏省科技厅“智慧云制造背景下工业大数据集成平台开发及关键技术研究”(项目编号:BY2016065-10) 江苏省博士后科研资助项目“产业链大数据环境下小微企业工作流与内容管理集成系统开发”(项目编号:1601141C)
【分类号】:F49


本文编号:1998039

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