我国出版单位的定价策略与价格政策

发布时间：2018-02-01 05:32

本文关键词： 出版单位书价定价策略价格政策　出处：《河北大学》2013年硕士论文　论文类型：学位论文

【摘要】：现代经济学告诉我们，价格是其研究的核心问题，所有经济规律的背后都是价格规律在发挥作用，纷繁复杂的经济现象背后都存在一定的运行机制，，规律和法则都会直接或间接地反映在价格变化上。本文从图书价格这一最显性的现象入手，运用相关的经济学理论和方法，对图书商品的内在属性进行分析，并深入探究其价格形成的内在机制。在此基础上，描述中国图书价格是否偏高这一问题给出全面而系统的回答，并提出相应的政策建议。文章分为六个部分进行叙述：第一章提出分析的问题之后，对关于出版业的现状进行详细的阐述，了解对该问题研究的脉络和现状。第二部分是对图书定价制度的经济分析。以图书的商品属性为切入点，介绍图书出版业的市场结构和三级价格歧视原理。然后通过分析图书的生产过剩，说明造成出版社库存的内在原因。第三部分对图书的定价影响因素进行分析。从成本、发行折扣、印数、价格弹性、市场因素、价值因素、出版政策这七个方面进行分别的分析。第四部分研究市场化条件下图书定价策略的选择与应用，通过对渗透定价、撇脂定价、中位定价三种定价策略的分析，从而给图书定价的策略在现实中的运用提供理论的依据。第五部分对影响我国图书定价策略的价格政策进行总体研究，并对其进行了合理性和不合理性的两方面的归纳与总结，从而基于此提出一些完善我国图书定价政策的措施。最后对本文的分析进行总结并提出改革设想。本文通过运用文献调查法、比较分析法、统计分析法以及规范分析和实证分析相结合的研究方法对我国图书定价制度以及价格政策进行分析，并在图书定价在各类图书商品中的实际应用、为具体的实务操作提供现实依据、为在实际工作中测算保本印量及实现盈亏平衡的价格提供数据支持和保障等方面进行理论创新性的研究。
[Abstract]:Modern economics tells us that price is the core of its research, all the economic laws are behind the price law in play, the complex economic phenomenon behind the existence of a certain operational mechanism. The rules and rules will be directly or indirectly reflected in the price change. This paper starts with the book price, which is the most dominant phenomenon, and analyzes the intrinsic properties of the book commodity by using the relevant economic theory and method. On the basis of this, the author gives a comprehensive and systematic answer to the question of whether the price of books in China is on the high side, and puts forward corresponding policy suggestions. The article is divided into six parts to describe: the first chapter puts forward the analysis of the problems, the current situation of the publishing industry is described in detail. The second part is the economic analysis of book pricing system. This paper introduces the market structure of book publishing industry and the principle of three-level price discrimination, and then analyzes the surplus production of books. The third part analyzes the influence factors of book pricing. From cost, discount, print, price elasticity, market factors, value factors. Part 4th studies the choice and application of book pricing strategies under market-oriented conditions, through the analysis of three pricing strategies: osmotic pricing, skimming pricing, and median pricing. In order to provide a theoretical basis for the application of book pricing strategy in reality. 5th part of the book pricing strategy affecting the overall study of the price policy in China. The author summarizes and summarizes the rationality and irrationality of the book pricing policy of our country, and puts forward some measures to perfect the book pricing policy. Finally, the author summarizes the analysis of this article and puts forward the reform ideas. Through the use of literature survey, comparative analysis, statistical analysis and normative analysis and empirical analysis of the combination of research methods to China's book pricing system and price policy analysis. And the practical application of book pricing in all kinds of book commodities, for the practical operation of practical basis. In order to provide data support and guarantee for the calculation of capital preservation printing amount and the price of break-even in practical work, this paper carries on the theoretical innovation research.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G239.2

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