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  本文選題：信息產(chǎn)品定價　切入點：網(wǎng)絡(luò)外部性　出處：《中國海洋大學(xué)》2005年碩士論文

【摘要】：信息產(chǎn)品的高固定成本、低邊際成本的特殊成本結(jié)構(gòu)使信息產(chǎn)品具有巨大的供方規(guī)模經(jīng)濟(jì)性;而信息產(chǎn)品的網(wǎng)絡(luò)外部性又使信息產(chǎn)品具有需方規(guī)模經(jīng)濟(jì)性。信息產(chǎn)品的這些特性給其定價提出了挑戰(zhàn)。傳統(tǒng)的基于成本的定價方法已經(jīng)不適用信息產(chǎn)品領(lǐng)域,廠商必須基于顧客對信息產(chǎn)品的價值認(rèn)知進(jìn)行定價才能夠獲得收益。 論文首先對信息產(chǎn)品內(nèi)涵作了科學(xué)的界定,進(jìn)而詳盡地分析了信息產(chǎn)品的特點和信息產(chǎn)業(yè)的各種參與者,結(jié)合產(chǎn)品定價的一般理論和方法,分析總結(jié)出信息產(chǎn)品的戰(zhàn)略決策流程。在此基礎(chǔ)上,論文著重分析了兩種基于顧客價值的可供選擇的定價策略:差別定價和捆綁銷售定價。 由于信息產(chǎn)品的系統(tǒng)性和網(wǎng)絡(luò)外部性,信息產(chǎn)品的競爭最重要的不是市場份額的競爭,而是標(biāo)準(zhǔn)的競爭。所以廠商采取正確的策略在行業(yè)的標(biāo)準(zhǔn)制定甚至是標(biāo)準(zhǔn)戰(zhàn)爭中取得有利地位是極端重要的。正確的價格策略會在其中發(fā)揮重要作用。論文分析了幾種可供選擇的價格策略在標(biāo)準(zhǔn)戰(zhàn)略中的作用和應(yīng)用。 由于信息產(chǎn)品供方規(guī)模經(jīng)濟(jì)和需方規(guī)模經(jīng)濟(jì)的共同作用,壟斷在信息產(chǎn)業(yè)是必然的。壟斷本身是無罪的。但當(dāng)廠商利用壟斷地位來掠奪顧客和遏制創(chuàng)新時,壟斷就是非法的和必須消除的。所以論文還著重分析了信息產(chǎn)品的提供商如何應(yīng)對政府對信息產(chǎn)業(yè)的反壟斷管制。 論文在分析中參考和引用了前人的關(guān)于定價研究的一般理論和方法,重點采用了定性分析結(jié)合定量分析的方法力圖建立信息產(chǎn)品定價的戰(zhàn)略決策流程。論文的研究不僅對信息產(chǎn)品的定價有實際意義,而且論文的分析方法可以拓展到其他的類似的領(lǐng)域或行業(yè),如半導(dǎo)體芯片行業(yè)和電訊行業(yè)。
[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characteristics of information products pose a challenge to their pricing.The traditional cost based pricing method is no longer applicable to the field of information products, and manufacturers must price the value of information products on the basis of customers in order to obtain revenue.In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.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2005
【分類號】：F062.5

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前5條

1 王翕;基于顧客感知價值的寬帶定價策略研究[D];北京郵電大學(xué);2012年

2 郁婷;互補式信息產(chǎn)品捆綁定價的經(jīng)濟(jì)學(xué)分析[D];南京財經(jīng)大學(xué);2008年

3 干燕飛;信息商品的定價理論及其價格策略研究[D];西南財經(jīng)大學(xué);2008年

4 繆謙;網(wǎng)絡(luò)信息產(chǎn)品定價研究[D];西南財經(jīng)大學(xué);2008年

5 李紅霞;基于顧客價值的電信信息產(chǎn)品定價研究[D];北京郵電大學(xué);2009年

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本文編號：1703142