基于用户感知价值的网络信息产品定价方法研究

发布时间：2018-10-22 10:12

【摘要】：由于信息产品具有固定成本高,边际成本低的特性,在普通产品中适用的定价理论在信息产品的定价中造成了无效的局面。而随着互联网的进一步普及和网络信息产品的广泛应用,信息产品的定价越来越成为需要探讨的问题。现有的定价方法主要集中于定价策略与理论的探讨,本文主要通过模型的建立和用户感知价值的引入,对信息产品的定价进行了分析。本文引入了用户感知理论为基础,充分考虑了网络信息产品的特性,提出了基于用户感知价值网络信息产品的差别定价和捆绑定价模型。该定价模型以用户感知价值为决策依据,通过差别定价模型以及捆绑定价模型的建立,分别得到了针对信息服务商利润最大化时,定价模型与用户感知价值的结合点,从而可以在实际中更加方便地对网络信息产品的定价加以应用。本研究的主要工作包括了以下的几点:一是对信息产品的定义、特性、常用定价方式,用户感知的概念、影响因素进行了梳理总结,将各概念更加清晰地加以表示;二是对网络信息用户的感知价值模型进行了扩展,并且通过归纳和抽象,分别得到了在差别定价和捆绑定价时的定价模型;三是通过实际企业中的调研数据,依照得到的模型,对于视频产品的定价策略进行了制定与应用。本文主要创新点包括了两方面:一是对于差别定价和捆绑定价模型的扩展,使之更加符合通用的情况;二是将用户感知价值作为重要的参数代数,将用户的需求通过量化的方式进行了定义。通过本文的研究,得到了可供企业应用信息产品定价的模型,并且将定价模型与用户的感知价值进行了有效的联系。除了对于企业的应用有着实践和借鉴意义外,在理论层面也存在着参考价值。同时,本研究认为,若从用户的需求出发,将用户的需求通过感知价值的方式得以表达,将达到供给和需求方的价值和剩余价值的最大化满足。
[Abstract]:Because information products have the characteristics of high fixed cost and low marginal cost, the pricing theory applied in ordinary products has caused an invalid situation in the pricing of information products. With the further popularization of the Internet and the wide application of network information products, the pricing of information products has become a problem that needs to be discussed more and more. The existing pricing methods mainly focus on the discussion of pricing strategy and theory. This paper mainly analyzes the pricing of information products through the establishment of models and the introduction of user perceived value. This paper introduces the theory of user perception, fully considers the characteristics of network information products, and puts forward a model of differential pricing and bundling pricing based on user perceived value. The pricing model is based on user perceived value. Through the establishment of differential pricing model and bundled pricing model, the combination of pricing model and user perceived value is obtained respectively when the profit of information service provider is maximized. Thus, the pricing of network information products can be applied more conveniently in practice. The main work of this study includes the following points: first, the definition of information products, characteristics, common pricing methods, the concept of user perception, influencing factors are summarized, and the concepts are expressed more clearly; The second is to extend the perceived value model of network information users, and through induction and abstraction, we get the pricing model of differential pricing and bundled pricing respectively; third, through the actual enterprise survey data, according to the obtained model, The pricing strategy of video products is formulated and applied. The main innovations of this paper include two aspects: one is the extension of differential pricing and bundled pricing model to make it more in line with the general situation, the other is to regard user perceived value as an important parameter algebra. The requirements of the user are defined in a quantitative way. Through the research of this paper, we get the pricing model of the information products that can be applied by enterprises, and make an effective connection between the pricing model and the perceived value of users. In addition to the practical and reference significance for the application of enterprises, there is also reference value in theory. At the same time, this study holds that if the user's demand is expressed through the way of perceived value, it will achieve the maximum satisfaction of the supply and demand side value and surplus value.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F49

【参考文献】