本文選題：互聯(lián)網(wǎng)時(shí)代 + 數(shù)字產(chǎn)品��； 參考：《現(xiàn)代情報(bào)》2017年08期

【摘要】：基于供求規(guī)律、博弈論和網(wǎng)絡(luò)經(jīng)濟(jì)相關(guān)理論,本文首先分析了數(shù)字產(chǎn)品免費(fèi)的原因,指出由于數(shù)字產(chǎn)品邊際成本為零、原始投入急劇下降、互聯(lián)網(wǎng)為其提供免費(fèi)平臺(tái)、數(shù)字產(chǎn)品免費(fèi)的心理效應(yīng)更強(qiáng)、數(shù)字產(chǎn)品日趨過剩、數(shù)字產(chǎn)品供應(yīng)商非零和博弈等原因,數(shù)字產(chǎn)品必須免費(fèi)。然后描述了數(shù)字產(chǎn)品免費(fèi)模式的演變與發(fā)展,并基于三方市場(chǎng)和Freemium模式進(jìn)一步說明數(shù)字產(chǎn)品應(yīng)該免費(fèi)存在。在此基礎(chǔ)上,對(duì)免費(fèi)背景下實(shí)現(xiàn)數(shù)字產(chǎn)品盈利的對(duì)策進(jìn)行了探討,提出將免費(fèi)作為起點(diǎn),基于定制產(chǎn)品、高級(jí)特征和增值服務(wù)收費(fèi);基于過剩思維,將注意力和時(shí)間作為稀缺資源,將興趣和高度投入作為收入來源;規(guī)定多元化的收費(fèi)標(biāo)準(zhǔn),加大價(jià)格區(qū)間跨度,采用靈活多變的定價(jià)策略等建議。旨在為我國(guó)互聯(lián)網(wǎng)企業(yè)深入了解數(shù)字產(chǎn)品免費(fèi)原因、適應(yīng)免費(fèi)模式發(fā)展變化、采取有效的盈利策略從而增加企業(yè)利潤(rùn)提供決策依據(jù)。
[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.
【作者單位】： 鹽城工學(xué)院經(jīng)濟(jì)學(xué)院;南京大學(xué)信息管理學(xué)院;
【基金】：江蘇省科技廳“智慧云制造背景下工業(yè)大數(shù)據(jù)集成平臺(tái)開發(fā)及關(guān)鍵技術(shù)研究”(項(xiàng)目編號(hào):BY2016065-10) 江蘇省博士后科研資助項(xiàng)目“產(chǎn)業(yè)鏈大數(shù)據(jù)環(huán)境下小微企業(yè)工作流與內(nèi)容管理集成系統(tǒng)開發(fā)”(項(xiàng)目編號(hào):1601141C)
【分類號(hào)】：F49
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本文編號(hào)：1998039